About PMR's Brand Image Insight

PMR Brand Image Insight is a methodology derived from our knowledge and research experience. This brand image research methodology guarantees our clients reliable answers to their inquires about their products and services.

Today, brands are the ultimate asset of companies and brand image research is a significant support in the creation of marketing strategies.

Brand image encompasses:

Brand awareness
Perception of the brand against competitive brands
Emotional affects towards the brand
Attachment to the brand
Value of the brand for the consumer
Brand perception vs. consumer behaviour
Changes of brand-consumer relationship in time.

To reach the space where brand image emerges, we research all attributes of brands (packages, names, commercial concepts and product prototypes) through consumer studies, expert interviews, trend-setters surveys or internet word-of-mouth insights. We identify those aspects of a brand which have the greatest impact on consumer choices and recommend the most effective directions of brand image creation.

Using our experience in diverse product markets we adjust the methodology to the specific character of a Client's brand. Thanks to detailed briefing we understand our Client's business goals and help to make them real.

We conduct both qualitative and quantitative research:

Qualitative Brand Image Research

The Client receives a qualitative image of the brand in the eyes of consumers, a set of ideas and terms used by the consumer to describe the brand, and new concepts and inspirations of marketing communications. A qualitative study can be a piece of stand-alone research or a preliminary stage before conducting a quantitative study.

Techniques: Focus groups (FGI), in-depth interviews (IDI), ethnographic research, internet content analysis.

Quantitative Brand Image Research

The Client receives tools which allow measurement of the brand potential, comparing it to competitive brands, assessment of the brand image by different customer groups, and the conduction of market segmentation. Application of analytic techniques makes it possible to find aspects of a brand relevant to consumers and identify the brand's competitive advantages.

Techniques: Telephone (CATI) and face-to-face (F2F) surveys, central location tests, hall tests, exit polls, internet research.

Examples of similar projects »

	Brand awareness study for professional wiping paper products Working for a Sweden based client, PMR Research conducted another wave of brand awareness study for professional wiping paper products among Polish and Czech private companies and public institutions. Over 600 CATI interviews with purchasers were completed within this project. PMR [...]


	Image study of tourism fair events among travel agencies and tour operators PMR Research analyzed the image of travel fair events among representatives of tourism branch in Poland. The project was commissioned by a major Polish host of international fair events. The aim of the study was to assess the potential market [...]


	Brand image research project - pharmaceuticals sector PMR Research was commissioned to conduct brand image research for one of the largest manufacturers from the pharmaceutical sector. The aim of the project was to compare the company's brand image on the Polish market with that of its main [...]


	Brand awareness and brand image - CATI study on footwear brands PMR Research conducted another round of the international project regarding awareness of shoe brands and the image of various shoe brands. This time we conducted 2,400 interviews in Poland and Czech Republic. Once again PMR Research coordinated the whole data [...]


	Face-to-face interviews with footwear stores' customers in Russia We conducted 1000 face-to-face interviews with customers of footwear stores in several selected cities in Russia regarding their impressions from visiting the shop and their shopping preferences. This was a next project performed by PMR Research for a world [...]


	Product test - focus group interviews regarding clothing and clothing brands Working for an international clothing manufacturer, PMR Research conducted 6 group discussions. Study was aiming at getting following information: general shopping habits of the participants perception of most popular clothing brands perception of Client's clothing price testing perception of Client's store concept. As a [...]


	Multicountry CATI study on awareness of shoe brands PMR Research conducted an international project regarding awareness of shoe brands and the image of various shoe brands. We conducted over 9,000 CATI interviews in six countries: Lithuania, Latvia, Croatia, Estonia, Slovenia and Russia. PMR Research coordinated the whole data [...]