Research Junction The Intersection of Research, Branding, Marketing, Politics and Sociology 493 posts

Good Survey Questions Lead to Good Data

Good Survey Questions Lead to Good Data

When writing a survey, a question is a question, right? Wrong.  Good survey questions can make the difference between solid results and weak data.  So how do you know what makes a good survey question?  Let’s look at some common mistakes to avoid. Read more

How to Brand – Part 2: Identify Brand Values

How to Brand – Part 2: Identify Brand Values

As you learned in Part 1 of the How to Brand series, the first step to branding is researching your market and consumers. Next, you need to identify your brand values, which starts with defining your unique value proposition. Read more

Logo Testing: Your Target Market Can Help You Pick a Winner, Part 1

Logo Testing: Your Target Market Can Help You Pick a Winner, Part 1


One of the hardest challenges facing any marketing professional is picking a logo design to represent your brand. Whether you’re rebranding an existing company or launching a new one, picking a logo is a challenge. Very often, we expect our logo to do several things: Read more

How to Brand – Part 1: Research the Market and Consumers

How to Brand – Part 1: Research the Market and Consumers

Before you can learn how to brand, you need to understand what a brand is. If you haven’t already read my 6-part What Is a Brand? series, follow the link to read it now. Read more

Top Global Green Brands of 2011 Revealed

Top Global Green Brands of 2011 Revealed

This week, Interbrand released its list of the best global green brands of 2011, and it’s a great example of well-executed research. In a time when greenwashing abounds and consumers actively seek to purchase environmentally-friendly brands that walk the walk and talk the talk, Interbrand’s study provides a perfect combination of brand performance and brand perception to deliver a list of the top global green brands. Read more

Packaging Research: Testing Your Product Packaging with Online Research

Packaging Research: Testing Your Product Packaging with Online Research

Have you ever judged a book by its cover? Sure you have. When you’re looking at books, either in a store or online, the cover design, artwork, font choices and images all have an impact on your perception. Does this book look fresh or old? Does it look youthful or mature? Does it look trustworthy? Does it look valuable? Read more

What Is a Brand? Part 5 – The Brand Persona

What Is a Brand? Part 5 – The Brand Persona

What is branding?In Part 4 of the What Is a Brand? series, you learn how to develop your brand persona. If you missed Part 1, Part 2, Part 3, or Part 4 of this series, follow the preceding links to catch up.
Read more

Survey Respondents: How to Engage Them and Get Rock Solid Data

Survey Respondents: How to Engage Them and Get Rock Solid Data

When hosting a business conference or meeting, you have a specific goal or purpose for inviting each guest, but if all your guests are unhappy or bored, achieving your goal becomes difficult.  So what do you do?  Aside from bringing snacks, you try to keep them happy by staying on task and making your topics of conversation as engaging as possible. Read more

What Is a Brand? Part 4 – Brand Expectations

What Is a Brand? Part 4 – Brand Expectations

Brand expectations are the topic for Part 4 of the What Is a Brand? series. If you missed Part 1, Part 2, or Part 3, follow the preceding links to read them. You’ll need to understand the information provided earlier in the series to fully benefit from Part 4.
Read more

Consumer Testing Your Advertising for Better Conversions

Consumer Testing Your Advertising for Better Conversions

When you’re shopping for a new car, you’ll likely look it over pretty carefully in the showroom. You’ll test the seats and radio and admire the slick finish and that new-car smell. But would you actually buy it without taking it for a spin? Not likely. And the same is true for advertising. You need to take it for a test-drive before you buy it, and actually do a consumer test of your advertising concepts.
Read more

What Is a Brand? Part 3 – Brand Perceptions

What Is a Brand? Part 3 – Brand Perceptions

Welcome to the What Is a Brand? series, where you will learn about building brand perceptions. If you missed Part 1 or Part 2, follow the preceding links to read them now.
Read more

Consumer Testing: Marketing Messages & Brand Permissions

Consumer Testing: Marketing Messages & Brand Permissions

When creating a new marketing or branding strategy, testing some of the ideas with your target market is a great idea. The last risk we want to take is rolling out new marketing messages or brand promises without knowing whether or not they are likely to resonate with your target market.
Read more

Brand Promise Failure – Rupert Murdoch, News Corp, Perez Hilton and Shaving Cream Pie

Brand Promise Failure – Rupert Murdoch, News Corp, Perez Hilton and Shaving Cream Pie

What do Rupert Murdoch, News Corp. Perez Hilton, and shaving cream pie have in common?

I bet you never thought you’d hear those 4 things in the same sentence. Read more

Feedback Surveys: Your Early Warning System

Feedback Surveys: Your Early Warning System

Usually when we think of an early warning system, we visualize the military detecting an incoming missile or the weather service warning of possible tornadoes. Why not apply the same concept to your business? Wouldn’t it be great to know, early on, how that latest website update or new store layout is working for your customers? Wouldn’t it be useful to find out about changes in satisfaction with your customer service reps or product quality as soon as they occur? An early warning system can be a powerful business tool, and one of the easiest ways to implement one is through customer feedback surveys.
Read more

What is a Brand? Part 2 – The Brand Promise

What is a Brand? Part 2 – The Brand Promise

As you learned in Part 1 of the What is a Brand? series, your brand is a promise to consumers. In essence, you’re promising something to consumers when they purchase a product or service with your brand name on it. That promise evokes emotions that can be very powerful, because it’s those emotional connections to your brand that lead to repurchases, word-of-mouth marketing, and brand loyalty.
Read more

What is a Brand? Part 1 – 5 Factors that Define a Brand

What is a Brand? Part 1 – 5 Factors that Define a Brand

The concept of branding is a confusing topic that many seasoned marketers don’t even clearly understand. What is a brand? What is branding? It seems like a simple question, but the answer is anything but simple. If you’re confused by your brand, your customers will be confused, too. The last thing you want to do is waste time and money by developing a weak brand.
Read more

Brand Management:  7 Things The Kardashians Can Teach Us

Brand Management: 7 Things The Kardashians Can Teach Us

Love ‘em or hate ‘em, the Kardashians have built a brand to be reckoned with. And it didn’t get there by accident. Whatever you think of them, their story provides interesting insights into today’s style of brand management. So let’s take a deeper look at how they do it right, and how they could do it better.

Read more