Brand Strategy Research (BSR™)

Gain new insights into what attracts your customers, how to optimize your brand promise, and new opportunities for brand growth. Our quantitative Brand Strategy Research (BSR™) systems reveal both the explicit and implicit motives that drive customer brand preferences.

The Self-Image Reflection

In qualitative and quantitative research, we focus on the Self-Image as a starting point for uncovering motivational segments and brand affinities.

What goes through a person’s mind when they think of your brand?

• "Why does this brand suit me better than other competitive brands?"

• "How do I imagine my ideal use moment, when I most appreciate having this particular branded product?"

• "What does owning this brand say about me?"

Segmentation and Brand Positioning

The results from a robust BSR™ study reveal the consumer personas that are not apparent from demographic or lifestyle segmentations, and yet are the essence of what drives brand preferences.

• Consumer personas (motivational segments) are derived by identifying patterns in needs and aspirations

• Segments are fully quantified in terms of their defining attributes, overall size, and value in the population

• Motivational segments and brand propositions are described and positioned within the Motivational Landscape

Optimized Brand Strategy

Results from BSR™ inform and enable optimal brand strategy:

• Gain new insights into the attraction of your brand(s) and the underlying needs of your customers

• Identify potential areas of opportunity for brand positioning, growth and portfolio optimization

• Ensure that all elements of the product (features/benefits, enhancements, etc.) and promotion (advertising, messaging, packaging, placement, etc.) are inline with the brand promise and positioning