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.