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October 1, 2014

Market Research & Analysis | Part One

Researchers use information to quantify, qualify, define, benchmark and cast a critical eye on a company, it’s brands, it’s services and the markets they serve and the opportunities they seek.

From face to face interviews to online surveys and usability testing, market research takes many forms. Research is not a black box that automatically provides an answer. Rather, it is a tool that seeks to probe and reveal new insights. Skeptics say that research only confirms intuition. Believers hold that it is a necessary foundation for meaningful brand strategy and identity design.