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Brand Equity/Market Satisfaction Studies
RESEARCH NEED:
Analyze the existing or proposed market and current satisfaction/dissatisfaction levels, identifying the position and strengths/weaknesses of all major brands in order to enhance development of marketing and advertising strategies for the client’s product/service.
RECOMMENDATION: 
Conduct a brand equity/market satisfaction study among well-defined buying/specifying influences in appropriate market segments.
RESULTS GAINED:  Identification of brand leaders and noteworthy competitors on up to 10 purchase/specification measures; includes levels of present market satisfaction/dissatisfaction on each measure.

Measure importance of the above characteristics.

Document present areas of concern/dissatisfaction.

Identify respected brands; likewise those with specific problems or negatives.

Measure familiarity with specific brands.

Measure opinion of specific brands.

Document present purchase/specifying likelihood/willingness to do business with each of the major brands/companies; probe for “reason why” testimony.
   
ACTION STEPS: 
Re-position an existing product/service.  Plan a program to fit a particular niche or market opportunity.  Consider selling off a brand or acquiring a competitor.  Set specific goals.
 
METHOD: 
In-depth telephone surveys, combining quantitative measures with qualitative probing
Easy ways to get the answers you need.
 
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