BrandIQ

consumer research, brand strategy, and innovation firm

Delivering game-changing insights
for your organization

We take a novel approach to classic research across qualitative and quantitative studies.

Our qualitative work thrives at the intersection of the arts and science. Using an empathy-driven method allows us to discern why consumers do the things they do. We uncover culturally-relevant “aha” moments that are tangible, actionable, and communicated through powerful and engaging stories.
 
Drawing on our understanding of cultural context, trends, and industry landscape, we translate these conversations into game-changing insights for your organization.

Qualitative research specialties:

  • Focus Groups – in person and online
  • IDI’s 
  • Ethnography 
  • Consumer Journey 

  • Consumer Co-Creation
  • Convening 
  • Consumer Immersion 
  • Category Immersion 
  • Design-Thinking Groups
  • Value Proposition Workshops 

Organizations must know what truly differentiates their product and brand from the rest of the crowd. We help clients get to the heart of what makes consumers fall in love.

Qualitative research for deep customer intelligence.

BrandIQ develops cutting-edge market research tools to uncover the emotional layers of consumer behavior that cannot be captured with quantitative methods alone.

Human behavior is influenced by psychological, social, and cultural factors that require context, conversation and active listening to decode. Understanding consumers’ emotions and motivations helps you position your brand and products distinctly and make deep connections.

Established academic theories applied creatively.

We employ innovative yet established methods to ensure you benefit from the newest thinking and receive insights you can trust.

We specialize in understanding cultural context, trends, and your brand and product’s competitive landscape. BrandIQ team members who are grounded in anthropology and sociology—and trained to balance academic rigor with real-world practicality—will conduct research on your behalf.

Emotional “jobs” are the heart of your customers’ love affair with your brand.

When we purchase a product or service, we essentially “hire” it to help us do a “job.” We use the technique of emotional laddering to uncover the functional, social and emotional jobs consumers need done in their lives.

If a product/brand does its job well, the next time we are confronted with the same job, we tend to hire that product again. These jobs compliment the functional benefits and create a deeper connection with your consumer.
By transforming your understanding of customer choice, in a way that no amount of data ever could, you can leverage the drivers behind a purchase.

Quantitative research, the companion discipline to qualitative, provides data that can animate and inspire, prove business cases, solve problems and uncover opportunity.

BrandIQ’s analysts go beyond simply describing the data. We explore the hidden relationships and patterns within data sets and interpret the results, painting multiple portraits of a landscape or a segment that are the most true to life and the most actionable.

We use design thinking principles to ensure our research is asking questions that matter and delivering insights that will truly make a difference. Our human-centered, iterative approach to uncovering consumer’s thoughts, feelings and experiences allows us to build more accurate and mobile forward survey instruments with resonance.

Quantitative research specialties

  • Segmentations
  • Brand health, brand tracking
  • Driver analysis
  • Choice models
  • Landscape studies
  • A&U, online and mobile surveys
  • Price elasticity
  • Product evaluation
  • Product and service optimization
  • Multicultural
  • Communication testing

Research data and analytics that uncover opportunity

Trusting your gut in these times is not enough. BrandIQ methods deliver data that can animate and inspire, prove business cases and solve problems.

Partnering with you, we validate and better inform your ‘hunches’ by getting definitive answers from people that matter the most – your target audience and customers. We help you grow your business, innovate your offerings and delight your customers.

Our cross-disciplinary team keeps the big picture in focus while meticulously managing all the crucial details required in collecting high quality survey data and making data-driven decisions that translate into in-market success.

Applying Design Thinking into Quantitative Research

These principles ensure our research is asking questions that matter and delivering insights that will truly make a difference.

We leverage our research expertise to remove bias and accurately measure KPI’s that are reliable and sensitive to your objectives, while ensuring we capture clear, concise data using language your audience understands. Whether you want to speak to Early Adopters, Foodies, Fashionistas, Tweens (and/or their Moms), or one of many other valuable audiences… we have you covered!

Integrating with Qualitative Research/Other Business Data

Our philosophy is to bring as much context into your research initiatives as possible – whether we design a multi-phased research initiative or work with what you have already done.

We strive to bring qualitative learnings into our quantitative survey work and vice versa. The results? More actionable and impactful results that all stakeholders can get behind.

Count on us to give you the tools to develop your annual research plan in a way that connects the dots and results in a comprehensive decision framework that evolves with the times and your annual business needs.

Let’s Talk

We want to help you imagine, create and achieve a successful future

  • Call Mike Murphy 617.821.5159