02 Sprout · Brand strategy
Qualitative & quantitative brand research
Inside a company, you know your product, your history and your strengths by heart. Outside the building, buyers only know the fragments they remember. Brand research bridges the gap between how leadership sees the business and how customers actually choose.
Approach
Every business needs a different depth of research depending on its size and market. During the strategy phase, I scale the research across three levels based on what our initial brand audit reveals. Sometimes a leadership discovery workshop is enough. When we need to hear the market firsthand, I run qualitative interviews with your existing clients, lost prospects or industry partners to hear the exact words they use when talking about you.
When a larger company faces a major shift, such as entering a new market, repositioning an established brand or measuring existing awareness, I bring in a specialised research agency for quantitative brand tracking and testing. The agency's work is scoped transparently as a pass-through cost, while I translate the findings into a clear positioning and visual direction.
What’s included
In-depth conversations with your clients and buyers to uncover why they chose you, what nearly stopped them, and how they describe your value.
Mapping how competitors position themselves, which arguments they repeat, and where the visual and verbal gaps in your market lie.
Partnering with a specialised research agency to measure brand awareness, associations and distinctive assets across a representative sample.
Turning interview transcripts and survey data into clear commercial decisions for your positioning, messaging and design.
Part of the process
02 Sprout
Brand strategy
The direction everything else grows from
explore sproutDiscovery workshop
Aligning the people who steer the company before we build
read moreBrand positioning
A clear reason to choose you in a crowded market
read moreBrand codes & distinctive brand assets
The hooks people remember when it is time to buy
read moreMessaging & tone of voice
Finding the words that sound like the company you have become
read moreNaming & renaming
A name that fits the company you have become
read moreFrequently asked questions
Almost always, yes. Buyers are often much more candid with an independent strategist than with their account manager, and a short conversation reveals insights no online survey can capture.
Qualitative interviews tell us why buyers behave the way they do and give us the language for your messaging. Quantitative research tells us how many people in the market know you or associate specific traits with your brand. We choose the right level after the initial brand audit.
If your project requires large-scale quantitative testing with a specialised research agency, their fee is billed transparently as a pass-through item alongside my strategy fee.