Brand Research

MMR® brand research offers information on brand awareness, brand image, and brand growth strategies for clients who are considering expanding a brand or product line. We offer precise research strategies that give you the information you need to make smart, data-driven decisions.

We have crafted hundreds of brand research studies, including surveys, focus groups, and in-depth interviews, aimed at helping our clients understand consumer perceptions and behaviors related to their brands. Whether you come to us with questions about brand image and brand loyalty for existing brands, or potential brand extensions, our team of experts delivers airtight research using proven strategies.

Brand Awareness, Attitude, and Usage (A&U)

MMR® brand awareness, attitude, and usage (A&U) studies, also called usage and attitude (U&A) studies, help you uncover market opportunities that you didn’t know existed. By studying your brand and how it is received in the marketplace, we can identify opportunities to expand your reach, attract new consumers, improve brand positioning, and optimize product and service features.

MMR® A&U studies answer questions such as:

• What percent of our target consumers are aware of our brand?
• Does our brand have a good reputation with consumers?
• Which consumer needs are we not meeting?
• What percent of our target consumers are buying our brand, and how often?
• How do consumers learn more about our brand?

Designed well, an A&U study should provide insights to identify marketplace opportunities. We design and deliver these studies alone or in concert with other brand research surveys.

Brand Extension and Growth Strategies

MMR® brand extension surveys help clients anticipate the likely response to the launch of a brand extension into a new category or a new product in a brand line, improving the odds that the brand extension will succeed. Our brand extension research helps you grow intelligently by providing insights into consumer attitudes, how a new brand might be perceived against the existing brand, and how a new brand might harm or help the original brand.

Brand Image, Brand Equity, Brand Loyalty, and Brand Positioning

Brand image research provides a snapshot of how your brand is received in the relevant marketplace. Our brand image studies provide insights into questions such as:

• What are consumers’ perceptions of your brand?
• What emotional attachment do consumers feel toward your brand?
• How loyal are your consumers?
• How do customers perceive your brand relative to your competitors?

By studying brand image, brand equity, brand loyalty, and brand positioning in the marketplace, companies can optimize their “marketing mix”--the set of tools they use to sell their products. These include a desirable product, offered at the right price, promoted by effective marketing communications, and distributed through channels that are convenient to their target audience.