Brand growth is about seizing opportunities! Consumer research helps you discover and grab those opportunities. As long as you make the right choices. How do you ensure that research actually helps you and your colleagues to maximise market share?
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It starts with the right research agency: 5 tips on how to recognise one.
There is strength in numbers, and research is no different. The right research agency helps you to:
- Pin down exactly what information you need
- Dare to be critical of your previous work
- Look at new information with an open and curious mind
- Interpret information correctly and share it effectively within the organisation
- Enjoy the research process
Have you found this partner? Then count yourself lucky, because you have taken the most important step.
Set the right strategic starting points for your research design.
How do you entice consumers to buy your product or brand? Save the ‘hard to get’ game for your dating life and make it as easy as possible for consumers to choose your brand. If you don’t, there are plenty of easier options for the consumer. To become ‘easy to buy’, you need to know what is stopping consumers from choosing you.
We researched exactly this for Grolsch. Drawing on science (Daniel Kahneman, Byron Sharp) and our own experience, we identified the most important steps towards brand growth in each phase of the customer journey. The idea behind this: do the right things at every step of the customer journey, and nothing will stand in the way of people choosing you. With this principle in mind, we knew what information Grolsch needed to grow further.
A calm, collaborative process helps you spot opportunities and know exactly what to do.
Now you know which questions to ask, but not yet what answers to expect. Therefore, split the research into several phases in which you gather all the necessary information bit by bit. Give yourself time to process information and sharpen your questions. By scheduling interim consultation moments, you create a sense of calm in the research process. Consider which insights are important to understand even better.
With the right research agency, you will experience synergy at these moments. Your research partner helps you interpret insights and place them in a broader perspective based on experience. You ensure that insights are also practical and applicable. To do this, share where they intersect with knowledge, experiences, and plans within your organisation. This is how you translate insights into opportunities together.
