Capability
B2B Brand Awareness Research
It is difficult to detach yourself from what you know about your brand. B2B brand awareness research helps you to understand how your brand is perceived by your customers, and where to focus marketing spend for maximum ROI.
Why choose us
B2B brand research you can believe in
An unbiased view of how your brand is perceived in the market is invaluable for driving your marketing and business strategy. Our B2B brand awareness research lets you see your brand through the eyes of the customer.
High quality data
Data sourced from computer-assisted telephone interviews or video interviews – no online survey panels. Get insights from real people with real expertise.
Greater efficiency
A streamlined research process that saves time and resources, while also uncovering clearer insights.
Genuine B2B expertise
A team of B2B experts that know what’s important to you and your industry.
Use Cases
How our brand equity research solutions can help
Competitive benchmarking
Brand equity research helps you to understand the impact of your marketing and benchmark your brand against competitors. What is your true level of brand awareness in the market? Are customers familiar with the services you offer and your competitive differentiation?
Measure marketing ROI
Brand research determines the effectiveness of your marketing spend. It provides clear insight on what is working and what is not working, from brand messaging to marketing channels.
Marketing strategy optimization
A brand study directs time and resources where your brand is in most need of focus. That includes growing saliency, clarifying your brand positioning, or increasing your brand consideration among B2B customers.
Rebranding
Brand market research gives you confidence in how a rebrand will be received by your target audiences. Test out your new brand with your target audiences before you go to market, and evaluate how it will impact on your brand positioning and awareness in the market.
Mergers & acquisitions
Brand health research evaluates the strengths and weaknesses of a target acquisition. It establishes the brand’s true market value and what could be done to increase awareness and consideration post-acquisition.
Reputation management
B2B brand awareness research helps you to understand how your brand is perceived by the market after a crisis. It forms the bedrock for a strategy to regain trust.
Our process
Effective B2B brand health research
Every one of our brand health research projects is custom-built from scratch. No more off-the-shelf research.
Step 1
Define your research objectives
In an initial meeting, we spend time getting to understand your specific brand challenge or opportunity. This informs a tailored plan for your brand study that leverages our deep B2B research expertise.
Step 2
Project kick-off
We meet with your internal stakeholders to align on the competitors to benchmark against and markets for your brand awareness research.
Step 3
Design interview materials
We custom design the interview screening documents and questionnaires. These are tailored to your specific requirement and are edited based on your feedback until they are ready for your final sign-off.
Step 4
Recruit real decision-makers
We recruit, screen, and validate the identities of relevant decision-makers. This makes sure you get insights on your brand equity from real people in your target audience.
Step 5
Interview programming and setup
All of the interview programming and hosting is managed by our in-house team. That way, we have ultimate control over the quality of the insights collected.
Step 6
Data collection
We conduct live interviews with a representative sample of relevant decision-makers to your brand.
Step 7
Analysis and reporting
We analyze the data collected by relevant variables and report the insights to you in a short slide deck. We use storytelling to make sure that the report is clear and actionable for you.
Step 8
Strategic recommendations
You receive our strategic recommendations on how to derive value from the insights. The key findings from the brand equity research can be presented to groups of internal stakeholders, including the executive team.
Featured CAse Studies
Our B2B brand study experience
Featured Blog
How to Conduct a Brand Audit
A brand audit involves setting out strategic objectives and conducting a quantitative survey with a brand's target audience. The findings can reveal critical insights...
Faqs
Learn more about our B2B brand awareness research services
Here are some FAQs about B2B brand awareness research.
What is brand research?
Brand research assesses your company’s key brand health metrics, perceptions, and positioning in a competitive context and among your target audience. It includes assessing brand equity, associations, alignment with important needs, and where to reach decision-makers to influence them. This helps to identify the actions that will have the biggest impact on strengthening brand health and performance.
What are the benefits of a brand tracking and analysis?
Brand analysis by a B2B market research agency provides insight into:
- Your brand’s performance across the marketing funnel.
- How your brand measures up against other brands in terms of equity and meeting customer needs.
- The impact of your marketing strategy on brand perception.
How do you conduct brand awareness research?
Brand awareness research is conducted by using both qualitative research and quantitative research. Focus groups provide detailed insight into how a brand is perceived by target customers, and what factors they take into consideration when choosing a brand. A brand health survey measures the level of brand awareness and perception of a brand in the market. This is a key part of maintaining a healthy brand and improving your own brand health over time.
What are common brand awareness metrics?
Key brand measurement metrics include brand recall and awareness (how familiar consumers are with a brand), brand preference and consideration, purchase intent, usage and advocacy, net promoter score (NPS), and value perceptions, among others. Tracking brand awareness metrics over time allows businesses to measure brand health and the effectiveness of their marketing strategies on B2B brand awareness and consideration. These are some of the most important brand health metrics for long-term strategic success.
How does brand sentiment improve customer acquisition and retention?
Positive brand sentiment helps to attract new customers and strengthen brand loyalty. Customers with higher levels of positive brand sentiment are more likely to share positive reviews online and refer you by word-of-mouth. By using brand research to identify gaps in brand recognition and customer trust, B2B companies can develop targeted strategies to grow brand consideration and loyalty.
Why is B2B brand awareness research important for marketing strategy?
B2B brand awareness research helps businesses refine their marketing approach. It informs marketing messaging and channel strategy to increase your return on investment in marketing campaigns. By aligning messaging with customer needs and industry trends, businesses can build a strong brand reputation and drive higher engagement.