Brand Strategy

• Typical assignments are market-focused studies that begin with qualitative followed by quantitative research.
• The qualitative step, done through focus group or in-depth customer interviews, establishes a set of important customer wants and needs.
• Quantitative research (normally a large-scale telephone survey with both customers and non-customers) then determines:
  • The relative importance of the various wants and needs
  • How well our client is performing relative to these expectations
  • How well key competitors are performing relative to these expectations
• As a result, we can pinpoint both areas of competitive strength and areas of competitive weakness for each major player in an industry. By understanding what's most important to customers and how each of the major players is perceived to be performing, our clients can make strategic resource decisions that strengthen the firm's competitive edge and help the company grow successfully.

Case Study- Major Hospital System Boosts Profits Through Brand Strategy Research