Brand work is in our DNA, and draws on everything we do: qual/quant, custom/syndicated, active/passive measurement.
Nowhere is Interpret data “synergy” more apparent than in our Brand Equity research. Quantitative audience segmentation and market sizing combined with qualitative brand identity exploration, positioning and message refinement. New concept creative ideation in keeping with core identity and brand pillars, followed by quantitative benchmark studies and forecasting. Ongoing brand KPI tracking, marrying survey “ask” to social media “listen.” All of these consumer data feed our understanding of what a brand stands for, how it stacks up, what it can improve and where it can grow. Brand work is inherently complex, and becoming more so with personal “always-on” technology and social media, where brand image development and communication becomes an iterative conversation vs. a top-down marketing exercise. Our job is made even more complex by the nature of our clients’ products: movie, game, TV franchises are “brands,” but are far more complicated products than those for which many of the tools of the market research trade have been developed over the past 75 years. As such, we are constantly challenged to design better tools and create hybrid approaches to understand how to stay true to core fans while growing the audience for our clients’ entertainment properties, devices, websites, apps, etc. Our brand work crosses all of our key verticals, from consumer technology to movies, TV, games and digital media.