A BRANDING BLEND
The questions to be asked in a brand positioning, tracking or image/ perception study can be rather straightforward. As such, the typical approach of USP Marketing Consultancy is to blend elements of all these types of studies, to give the full brand picture.
For brands having a substantial market share, a branding study will target also a lot of brand users. In these studies we commonly include some elements of user/ customer satisfaction.
Brand studies are typically blind studies. The spontaneous answers for awareness, usage, and preference are essential for understanding the brand landscape, so unveiling a principal name at the start of the interview (as commonly done in customer satisfaction research) would lead to biased insights.