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Qualitative Research
1) Contextual In-Depth Interviews (CIDI)
Our unique and refined approach to interviewing delivers real, breakthrough
insights on attitudes and perceptions about a brand, product, or service.
Usually
conducted one-on-one, these interviews emphasize the context of the respondent's
world as a basis for understanding attitudes towards particular industries,
products,
services, and partners. We see the world as they see it, free of the biases
and filters
of the normal market research approach.
To gain this unique understanding, BHC conducts CIDIs at the location
where the
key decisions are happening - whether that's at the point of sale in a
grocery store,
or in the office of a CEO, or a marketing or purchasing executive. Occasionally
we
use our Conference Response format by attending relevant industry events
and
recruiting and/or interviewing respondents at the conference. This allows
for fast
results within a concentrated target group.
2) Focus Groups
BHC believes strongly in the appropriate use of focus groups to drive
out real
insights and evaluate concepts and ideas in a dynamic situation. We work
with
world-class moderators armed with best practice and innovate techniques,
conducted in superb facilities worldwide.
Quantative Research
BHC conducts ongoing Usage & Attitudes studies, and Brand Monitors, crucial
brand tracking research that can form the baseline for understanding and
evaluating brand equity leadership. Our Long-term Equity Action Plan (LEAP)
provides a clear road map for building winning brand equity once the
framework is understood.
Brand Evaluation
1) Perception/Permission/Equity (PPE)
PPE is a thorough, actionable assessment of a brand's status in consumers'
minds,
within the competitive context that consumers perceive. Specifically,
PPE is a strategic
assessment of:
Brand equities, both current and desired, core and price of entry
How far your brand can "stretch" - line extensions, new categories,
new opportunities
that your consumer give "permission" for
Customer/stakeholder hierarchy of needs and identification of higher
levels of benefits
Current customer perceptions of competitive strengths and permissions
2) Strengths/Weaknesses/Opportunities/Threats
(SWOT)
The classic assessment of an organization's current situation, internally
and
externally, including:
Strengths, Weaknesses, Opportunities and Threats as derived from
internal/ external inputs.
Status of current business and competitors' business
Organizational core competencies and how these talents
can be leveraged
Resources and their availability
Organizational/category culture and its impact
3) Brand Architecture
Using best practice tools, we will identify the key current and potential
core/extended identities
for a brand, including:
Category definition: the immediate and mega-category that
is applicable and available
Single-minded benefit, positioning, support / reason-to-believe
language, brand character
and interpretation in messaging
Key consumer/customer takeaways - actual and desired
Brand extensions / flankers - taxonomy and nomenclature design
Consumer Wisdom
1) Ideal Consumer Experience (ICE)
Defining how to meet customers dream shopping/user experience
Understand overall shopping experience and how it relates to category
and
non-category shoppers
Identify drivers and inhibitors
Understand purchase behavior & buying process
-- How consumers
make decisions
-- Who is involved
-- Identify
retailer consideration set
-- Identify
brands in the competitive set
Identify gaps between retail deliverables and consumer expectations
Assess current retail marketing tools: shelving, displays, floor
plans, pricing,
packaging, promotion, service, etc. What are
the consumer/retailer likes/dislikes?
Identify relevant best practices in other retail environments
2) Customer Councils
BHC's Customer Council is a qualitative research vehicle that uncovers
core needs,
identifies an attitudinal baseline, and tracks emerging trends among a
pre-recruited
group of current and/or potential target audiences.
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