Understanding your prospects is essential to delivering a meaningful brand promise. And the best way to get to know them is to spend some time with them, asking the right questions and most importantly, listening to their answers. Whether you call it research or account planning, it is a fundamental part of the discovery process.

Prior to developing a positioning strategy, you’ll want to speak to everyone from the company’s executives to consumers themselves. You’ll want to compare internal perceptions to external perceptions because all too frequently they are not one and the same. You’ll want to see what the competition is doing and where you fit in the competitive landscape. And at the end of the day, you want a positioning that is relevant to consumers and will be enthusiastically evangelized by the company.

Our “Deep Dive” utilizes various tools or modes of discovery to understand client organizations the markets they exist in and the needs of their clients or customers and their unique personas.

The modes of discovery include:
• Interviews
• Surveys and focus groups
• Competitor brand benchmarking
• Communication audits
• Value scaping
• Ethnographic research.