When most people think about doing research for their product or service, the first thing that comes to mind is market research. They want to learn about their competition, where they can position themselves and, therefore, how they can make the most profit.
Sounds great, right?
Well, yes. We’re big believers in the power or market research as a tool for improving your business. However, we also know that it simply doesn’t give the whole picture.
There are many types of research that often get forgotten about and neglected. To name a few, user research, user experience research and, what we’ll be focusing on today, brand perception research.
What is brand perception research?
Unlike a lot of other types of research, brand perception does not focus on the product or the service itself, nor on the user needs as such, but on exactly how that user views a product, service and company.
It looks at the brand as a whole: A company’s “Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors.”
So, brand perception research focuses on the image that you are portraying to your customers and potential customers. That includes things like visual design and written voice, for example, and then assessing the effect that they have.