Brand Research

Our brand research and consultation covers the spectrum of quantitative, qualitative and creative team consultation methods. Sentient quantitative brand research includes monthly and quarterly brand tracking studies, copy and message testing, non-conscious consumer brand associations, and discrete choice based brand equity studies.

Sentient brand tracking research programs follow the customer pipeline to purchase, tracking the market as it moves from awareness to action, and documenting the effectiveness of marketing initiatives and their ROI. A Sentient brand tracking research project commonly includes measures such as:

• Brand Awareness (top-of-mind, unaided, and aided awareness)
• Advertising Awareness and Impact
• Media Coverage Awareness and Impact
• Word-of-mouth (volume, reach and impact online and in-person)
• Brand Impressions (including favorability and reputation)
• Brand Self-identification
• Brand Differentiation
• Brand Personality Assessment (promise and believability)
• Consideration Set Analysis
• Brand Equity and Competitive Analysis

Sentient qualitative brand research is often used to complement a quantitative approach with the decision drivers of target segments being revealed in their behaviors and heard in their own words. A Sentient qualitative approach often combines a number of the following methods:

• Emotional Association Research
• Focus Groups (geographically balanced)
• One-on-one interviews
• Commercial Ethnographies
• User-testing
• Psychological Brand Construct Analysis

Our teams are led by senior brand strategists who are experienced in solving global brand challenges. Click here to send them a message.