Understanding your prospects is essential to delivering a meaningful brand promise. And the best way to get to know your prospects is to spend 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 they often won’t be 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” research utilizes various tools or modes of discovery to understand client organizations and their markets, unique personas, and needs of their customers.
The modes of discovery include:
- Surveys and Focus Groups
- Competitor Brand Benchmarking
- Communication Audits
- Ethnographic Research
Click here to see an example of our research work for Howard University.