Solutions/Research

The First Step: Gathering Input - Our research is done primarily in one-on-one interviews. We collaborate with our clients to carefully design interviews with customers, sales reps, VARs, members of the press, internal staff, and even competitors. Some of our research also involves collecting existing marketing communications for analysis.

Brand Interviews and Issue Interviews - BrandSequence research addresses both "brands" and "issues." We recognize that many problems requiring research don't involve competing products in a commercial context, but have "brand" implications nonetheless. Our methodology is applicable to any situation where a knowledge of customers' or constituents' deep feelings, beliefs, and attitudes is essential to strategy.

Solutions Are Interdependent - Our different solutions reinforce each other. For example, we use InPerson interviewing as a way to develop Brand and Issue Interviews, and as a source for material to be used in later phases. Or we may gain valuable insights by contrasting findings from one group, such as Incognito Shoppers, with those of the general public.

Research is Strategic - All positioning and other strategic recommendations are based on the results we get from customer research. We direct the research to be in the service of business objectives mutually identified with our clients. And we make all the "raw material" of the research available to clients for reference over the long term.