Brand Planning & Research

Dependent on the scale of the research project, I work either solo or as a team with other independent senior experienced qualitative researchers. As a practical matter, the research team works in very much the same way as happens within a research agency. All members of the team work together at all stages in the research process from initial desi... gn to analysis and presentation of findings. A benefit of Brand Planning & Researchs offer is that the lack of research agency overheads allows a very senior team to be fielded at competitive rates rather than the standard research agency senior junior team. Brand Planning & Research employs a mix of well-established and newer, more adventurous QUALITATIVE approaches to get beyond the obvious and test out hypotheses. As a pre-cursor or support to qualitative research projects, Brand Planning & Research also designs and facilitates BRAND WORKSHOPS . Specialising in strategy development, Brand Planning & Research works across a mix of markets on projects involving: I design brand workshops to explore and challenge marketing issues. The facilitation approach I adopt - the extent of logical versus lateral exercises - will depend on the clients culture and the comfort zone of participants. I enjoy the challenge of brand positioning research understanding what is core about the brand and how consumers relate to that competitively in the marketplace. I have undertaken brand research for both products and services to guide on product and advertising development. I adopt a strategic approach to advertising development research as experience has taught me the limitations of stimulus material and consumers executional response. I have undertaken advertising development research across a mix of media TV, press, poster, radio both for consumer and business brands. I enjoy the creative and strategic challenge of new product development research exploring with consumers their needs and helping them to imagine how these might be satisfied. I have undertaken new product development ...Read More