Change is an inherent part of life. Even if you strive to maintain standards of quality and prestige over the years, a periodic facelift is always welcome. Otherwise, people may associate your company with inflexibility, even if your brand offers significant added value. This is why many products and services that stand out for their offerings also do so through well-defined elements of identity and form on the shelf or at the point of sale.
Achieving a refresh of these factors can be quite a delicate undertaking. Nature provides an example of this. Crustaceans must periodically shed their exoskeletons, risking their existence in brief periods of complete vulnerability. As a result, they gain the ability to live almost indefinitely, as long as they don’t get sick or are eaten. Brands undergo similar processes with extreme risks. A change in the wrong direction means the end. That’s why this week we’ve listed four ways Market Research can help you in this endeavor.
Proof of concept. This is another form of pilot testing. Brand identity planning or packaging innovations always aim to clearly express what you want and in the terms that consumers demand. However, there can often be a gap between these two aspects. Therefore, it’s essential to consult market analysts and present a preview of what you want to launch to a sample of people. This gives you the opportunity to fine-tune details before a full launch.
Comparative study. You might be a true expert in the category in which your brand competes. You might even have a deep understanding of your competitors’ practices. However, this scenario is rather rare. Generally, you need to hire third parties to conduct fieldwork and desk research to compile the characteristics of your competitors’ brands. This will help you identify consumer pain points and aspirations that your brand refresh can address.
Focus Groups. The simplest way to get an answer is to ask the right person. One way to do this is through focus groups. These allow you to gather a group of consumers with similar profiles in a controlled environment. Guided by a moderator, you can gather a wealth of insights into their purchasing experiences and brand-search habits for specific needs. The results of this activity can serve as a starting point for redesigns or other project steps, such as conducting high-traffic interviews.
Heat Maps. Professionals in design possess extensive knowledge and technical expertise to select the most appropriate parameters for conveying specific data and information to consumers. However, reality can be much more challenging. A design that seems like a sure thing on the drawing board turns out to be a half-baked effort in practice. For this reason, you can use techniques like eye-tracking, which allows you to quantify where consumers’ eyes focus on a stimulus.
Transforming your image can range from simply changing minor details to a complete overhaul of your brand identity. In any case, it’s an action that exposes your company to the acceptance or rejection of your market. Given the enormous uncertainty this represents, we recommend consulting with market analysts who can guide you so you have all the necessary elements at your disposal and increase the chances of your project’s success. Otherwise, you’ll be closer to relying on chance than on decisions based on field research.
At Acertiva, we have over two decades of experience in Market Research. Thanks to this track record, we have assembled a team of analysts and strategic partners ready to meet your needs. We have a presence in the main Latin American countries, primarily Brazil and Mexico. Contact us today to receive your free fifteen-minute consultation. With this first step, let’s begin creating your next success story.
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