types of research
Nearly every study we conduct involves some level of exploring motivations and typologies. So often, these provide new ways of looking at your marketplace and your customers. While the objectives, products, people and topics change from project to project, our passion for research and drive to discover the emotional drivers does not.
Positioning Exploration is an excellent example of why rational expressions aren't enough for strategic decision-making. Positioning is designed to address both rational and emotional needs. We make attempts to capture a brand’s positioning with words but respondents often struggle to evaluate positioning statements. They don’t understand what they are or how they are used. We are highly skilled at getting beyond the superficial or fictionalized responses, to provide context and insight into the associations and emotions evoked to help your team understand, test and strengthen your brand's positioning.