Deep customer understanding is the cornerstone of EquiBrand’s work

The majority of EquiBrand’s marketing strategy, branding, and  innovation consulting projects involve some form of market research as the basis for gaining deep customer insight.  This ensures that client recommendations and plans are fact-based, grounded in the customers’ unique needs and in the realities of the business.

We answer the key question: “What do you know about your important customers that your competitors don’t know?”

A broad spectrum of analytical tools – primary and secondary research, qualitative and quantitative methods, and our own proprietary frameworks – are used to uncover deep customer insight.  Here are some common methods:

• Exploratory research, including focus groups, one-on-one interviews, observational and ethnographic research.  Included in this are  techniques used for customer persona, customer journey and touchpoints alignment development
• Concept optimization research, which is instrumental in developing value proposition and positioning alternatives
• Segmentation research, including customer framework development based on statistical analyses
• Brand tracking studies, including brand awareness and brand equity research

As each client issue is unique, the type and role of research will vary.  See EquiBrand’s approach overview for more details.