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Brand Research

The most successful brand research studies the habits of people who use your competitors and points to ways to affect their environment to get them to think about your brand as a choice. Most brand research does not consider this. The focus is on studying people’s actions and reactions, not habits. Explore the latest brand research techniques on Branding Strategy Insider.

Brand Research

Measuring Emotional Jobs To Be Done

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Measuring Emotional Jobs To Be Done

The modern Mini Cooper—offered in a variety of eye-popping colors—burst onto the scene in 2001 as a chic version of an old British classic. It quickly became a fixture in trendy urban neighborhoods around the globe. Today, nearly twenty years later, the car still hasn’t lost its freshness: demand for Minis has remained robust with annual sales increasing at a steady pace of 5.2% per year.

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Brand Research

Applying The STEEP Analysis Model To Marketing

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Applying The STEEP Analysis Model To Marketing

A great way to gain perspective on the market is to conduct a STEEP analysis (also known as PEST and several other variations).

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Brand Research

Infusing Empathy In Survey-Based Market Research

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Incorporating Empathy In Survey-Based Market Research

Surveys are perhaps the most popular data collection tool available to marketers.

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Brand Research

Brand Insights From The Deepest Level Of The Mind

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Brand Insights From The Deepest Level Of The Mind

In 2005 Malcolm Gladwell’s best-selling book “blink” brought into focus the idea that the nonconscious level of the mind is tremendously important in determining how people think, feel and behave.

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Brand Research

How Participation Builds Brands

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How Participation Builds Brands

Imagine life without smart phones…i.e. 2006.

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