# Brand Perception Research Refine your marketing strategy and reposition yourself ahead of the competition with NewtonX brand perception research insights. Getting into the minds of clients and prospects helps you discover new growth opportunities and make customer-centric strategic decisions. ## Join the organizations who have already found success ## Brand perception research services and capabilities NewtonX brand perception research uncovers how your brand is perceived by your target audience and stakeholders. This means delving into all their thoughts, feelings, attitudes, opinions and associations they have with your brand – and the competition’s. Brand perception studies are designed to answer questions like: - What attributes do people associate with our brand? - How does our brand compare to competitors, in terms of key characteristics? - How do people feel when they think about or brand? - What do our audience segments consider to be our brand’s strengths and weaknesses? These deeper, emotional insights illuminate decision-making for several areas of your organization. Marketing leaders see how well the brand is perceived by their target audiences, refining brand personas and messaging accordingly. Those responsible for PR campaigns can get the wide lens view of how your brand is perceived overall, and evaluate the success of particular campaigns. At the executive level, brand perception research insights enable a broad view of your brand’s health and its standing among industry competitors. ## Brand perception research to deliver both scale and specificity Our technology reaches across 140+ industries to give you the scale of a panel combined with the depth of an expert network. From professionals en masse to niche, hard-to-find audiences, the NewtonX Knowledge Graph can find the exact people to deliver the business insights you need. We’re the only customer loyalty research agency that’s developed proprietary research technology to keep up with market demands. Here’s just a sampling of who we pinpoint, for everything from 5,000+ participant surveys to curated groups of in-depth interviews. 140+ ### industries - Cryptocurrency specialists advising on hedge fund projects - Advertising professionals overseeing brand spend - Reddit users that visit Reddit for NSFW content - IT decision-makers evaluating cloud software services ## NewtonX helps industry innovators turn inquiry into impact. ### What is brand perception research? When it comes to making informed strategic decisions, you need to know more than brand awareness and recall research conclusions. It’s great to know that clients and prospects recognize your brand. But what does it mean to them? What do they believe about your brand’s qualities and how it compares to the competition? What qualities do they associate with your brand identity? A NewtonX brand perception study finds out what your clients think and what they’re saying about your brand. ### Why is brand perception important? Brand perception research measures different elements of your relationships with your clients. Once you’ve established an initial brand perception baseline of where you are now, you can plan to change any perceptions that don’t serve you and reinforce those that are positive. If clients believe in your brand, see that you consistently deliver on your brand promise, and connect with values that matter to them, you build long term trust. This secures the loyalty of existing clients and paves the way for new clients to hear those positive recommendations. Ongoing brand perception research is important to monitor this constantly changing dynamic, quickly tackle any negative opinions, and build strong client relationships. ## 4 benefits of brand perception research ### Identify differentiators Seeing what your clients and stakeholders really think about your brand from their perspective identifies what sets you apart from your competitors. This helps you reposition to account for the added value and take advantage of new opportunities. ### Strengthen relationships By finding out the values and issues that really mean something to your target audience and are part of your brand story. ### Consistent messaging Brand perception studies highlight communication missteps and give you a chance to better align your messaging. ### Optimize marketing budgets Getting deeper into the psyche of clients and prospects helps you create laser-focused campaigns that really resonate. ## What affects brand perception? Brand perception isn’t about how you present your business. Brand perception is what people believe you represent, based on the sum total of their experiences of your brand. There are so many things that influence brand perception, including: ### Experience Individuals’ own experience of their interactions with your company. How did they feel about using your website, talking to an advisor, visiting your store, connecting on social media? ### Customer service levels How did you resolve their problem? What feelings were they left with after asking your customer service team a question? ### Advertising Do your advertising claims and actual brand experience marry up? How do your target audience feel about them? Are you giving the message you intended? ### Reputation What do other people say about you? ### Price Does your price point match the value of your products or services? ### Branding Do your actions match your brand values? How do your prospects feel about how you present yourself using your brand assets? ### Competitors How do you stack up against your competitors? Can people see your point of difference? ### Types of brand perception research To get a comprehensive view of brand perception, You need a combination of quantitative and qualitative research methodologies. NewtonX brand perception research includes fielding large-scale quantitative surveys, qualitative interviews with exactly the right people, social media monitoring and online sentiment analysis. ### How often to run brand perception research You can run a brand perception study as a one-off to get a snapshot of how people feel about your brand at that moment. But you get more from these enriched insights if you build a brand perception study that tracks opinions over time. This can be set to run at regular waves throughout the year, like quarterly or annually. But you can also plan a brand perception study as part of your evaluation of a key event, like a new product launch or intensive advertising campaign. ## How to measure brand perception The factors influencing brand perception are broad ranging, so measuring brand perception needs to involve multiple metrics from a variety of sources. Including, for example: ### Your buyer’s journey Your buyers sprinkle a trail of data breadcrumbs for you to follow, as they make their way along their path to purchase. How do your buyers research information about your service/product? What happens when they interact with customer support? How do they evaluate and compare products with your competitors? The actual purchase decisions itself! Don’t forget the onboarding process and post-purchase interactions. Don’t miss a crumb of it. ### Your competitors How does your brand perception compare to your competitors? Going in deep on how you’re perceived in this context won’t necessarily be comfortable. But it will be useful. Include factors like brand positioning, communications strategy, and all your target audience members. ### Your clients and prospects Get into the real emotions and thoughts of your existing clients and – crucially – your prospects with brand perceptions surveys. You’ll get real honesty about what people think about your brand and how it fares against the competition. ### Turning brand perception research into action The key to effectively turning brand perception research insights into action is to have an open mind from the start of the process. It’s important that your whole organization is on board with the research objectives and is ready to make necessary changes in line with your findings. The type of action you take depends entirely on the results of your findings and where these insights sit within your overall business strategy. It might be confronting, if other people’s perceptions of your brand don’t align with your own internal self-beliefs. But understanding how other people see you is a very powerful tool. After all, these aren’t facts, but perceptions that can be changed. You can use this information to make stronger connections with your target audiences, create marketing campaigns with huge impact and develop the agility to move with changes in brand perception. Whatever actions you decide to take, brand perception research insights power your ability to create a brand that resonates with your customers.