As the world becomes ever more complex, understanding the role brands play in the minds of customers and other audiences becomes more complex too. At UP THERE, EVERYWHERE, we have found that observing people and understanding why they do what they do, and what they could do next, is key.
Through our experience, we have found that people often do not do what they say, and do not say what they do. Sometimes they do not even express what they really mean, but speak in metaphors. UP THERE, EVERYWHERE has the expertise to look beyond the metaphors, and make the difference between depth and superficiality.
We go beyond market research and focus on true, deep understanding. We do this by incorporating the latest thinking in insight gathering. We can apply anthropology, psychology, and sociology, online communities and in-depth focus groups – working with the latest technological developments in the area of market research and are able to use and apply these across the entire spectrum of Understanding.
Examples of Our Work
The first step in any successful brand marketing campaign is to ensure full customer and external understanding. Before offering advice, UP THERE, EVERYWHERE starts the brand journey by thoroughly understanding your products and services, together with specific market environments and conditions. We begin by studying existing research (desk research) – the facts and figures, such as sales data and Google Analytics. Added to this we might advise conducting specific market survey’s as well.
An often over-looked step: internal understanding. What do your own people really think and feel? How do we engage with them and make them part of the total brand development process? Our Start Me UP workshops help dig deep into these vital internal stakeholders’ thoughts.
Finally, at the introduction of the new positioning or campaign, we can measure the overall effect and result. Once launched we might even recommend testing any new positioning, strategy and advertising concepts with existing and potential customers in an appropriate way. (Follow-UP).
Contact us about Understanding.