Overview of the various types of brand research & brand researchers, a brand research toolkit, how brand research is accomplished, and how brand research inspires great creative.

1. 7 Things To Know About
Brand Research
Dave Nemiah
March 15, 2013
© 2013 David Nemiah

2. 2
Agenda
7 things about brand research…
1. Various tribes
2. Multiple agendas
3. Techy tool kit
4. Focus…hidden drivers
5. Drives new business
6. Inspires creative
7. Guides optimal design
© 2013 David Nemiah

3. 3
1. Researchers come from various tribes
Account Planning
User Testing
Web Analytics
1970 20101980 20001990
Market Research
© 2013 David Nemiah

4. 4
Tell the
truth
2. Researchers have multiple agendas.
© 2013 David Nemiah

5. 5
2. Researchers have multiple agendas.
Tell the
truth
Support client
goals
© 2013 David Nemiah

6. 6
2. Researchers have multiple agendas.
Tell the
truth
Feed great
creative
Support client
goals
© 2013 David Nemiah

7. 7
2. Researchers have multiple agendas.
Tell the
truth
Feed great
creative
Support client
goals
Consumer &
Market
Knowledge
Guide
Brand
Comms
Move
People
To Buy
Common Purpose:
© 2013 David Nemiah

8. 8
3. Researchers have a techy tool kit.
• Secondary
research
© 2013 David Nemiah

9. 9
3. Researchers have a techy tool kit.
• Secondary
research
• Qualitative
© 2013 David Nemiah

10. 10
3. Researchers have a techy tool kit.
• Secondary
research
• Qualitative
• Quantitative
© 2013 David Nemiah

11. 11
3. Researchers have a techy tool kit.
• Secondary
research
• Qualitative
• Quantitative
• Statistics
© 2013 David Nemiah

12. 12
3. Researchers have a techy tool kit.
• Secondary
research
• Qualitative
• Quantitative
• Statistics
• Models
Maslow’s
Hierarchy
© 2013 David Nemiah

13. 13
• Observation
“See things others don’t see”
• Deductive thinking
“Pull things apart to see problem/opportunity”
• Inductive thinking
“Put 2 + 2 together to see higher order patterns”
• Analytics
“Computerized view of patterns hidden to
human view”
4. Researchers focus on hidden drivers.
© 2013 David Nemiah

14. 14
5. Brand research drives new business.
• Price of entry
• Signal of world class team
• Promise of great creative
• Proof of ROI
• Differentiates the firm
Brandview
© 2013 David Nemiah

15. 15
• Insights into hidden drivers…
• Fuel powerful creative….
• Moves the consumer mind
6. Brand research inspires great creative.
© 2013 David Nemiah

16. 16
7. Brand research guides powerful design.
But brand research also feeds the process from start to finish:
• Establishes a common frame of reference
• Socializes to hidden drivers
• Excites team as to possibilities & inspires creative thinking
• Paves the way…creates appetite for powerful, user-centered design
• Establishes a “logic train” that builds support/buy-in for final deliverables
• Validation research has an
important role in process…
© 2013 David Nemiah

17. 17
• Reports are too long
• Reports are too frequent
• Running out of ideasThank You!