Case Study 1
Example of:
Domestic large-scale qualitative and quantitative research project.

Issue: The client was interested in exploring the impact of industry criticism on its brand image. Specifically how the company compared against the competition with a view to developing a credible strategic marketing and communications plan.

Design:
A research program comprising focus groups, individual depth interviews and telephone/online interviews was developed to tap into the attitudes of employees, business and retail customers. For the qualitative phase 6 BRS moderators worked simultaneously in different markets (NYC, Chicago, Denver, LA and San Francisco) to expedite the program.

Result:
The study clearly indicated a number of areas where the client could capitalize on a relevant, unique and differentiated positioning.
Consistently these messages are being used in the company’s internal and external communications and are further strengthening the company’s position in this sector.

Case Study 2
Example of:
Domestic small-scale qualitative research project

Issue:
This organization wanted to explore potential redesigns of its logo, feeling the existing one to be potentially old-fashioned. Specifically the company wanted to identify which elements of the existing logo it could change and which it should keep.

Design: The study comprised a series of 30-minute triad interviews with current and competitive product holders.

Result: Very strong findings that one key element of the company logo represented most of the positive equity in the brand. So this element was retained and made pivotal to new designs that took the company significantly forward.

Case Study 3
Example of:
International large-scale qualitative research project.

Issue: Two Fortune Top 10 companies were about to embark on a mutually beneficial relationship in the financial services sector. Research was required to explore and identify the most appropriate combination of logo and positioning statements to communicate the new venture to target consumers around the world.

Design:
Twenty-two focus groups were conducted among target consumers over a three-day period in eleven global markets including EMEA: London, Paris, Hamburg, Prague, Johannesburg & Dubai, Latin America: Mexico City, Sao Paolo & Buenos Aires, Asia: Seoul & Hong Kong. Four moderators and a field co-ordinator were in constant touch to ensure the fieldwork and analysis was completed within one week.

Result:
The two brands were perceived to have diverse consumer appeal. The final logo and positioning statement needed to present a harmonious message while at the same time reflect their subtle but important differences.
The research was necessary in understanding cultural image taboos globally and consumer awareness and perceptions of each brand.
Some significant negatives emerged in Latin American and Middle Eastern markets.

The two companies decided none of the combinations really worked and the concerns in some markets identified a need to go back to the drawing board.

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For more information about B/R/S Financial Research please contact Sharon Davis,