Brand communications research is our core expertise. We have almost 10 years’ experience crafting research to deliver insights that enable our clients to address key strategic issues.

Typical research deliverables focus on the questions that senior marketing decision makers need to answer, which may include some or all of the following:

• Which elements of the communications mix are both the most efficient and the most effective?
• Which elements of the mix are most effective in increasing not only recall, perceptions and intentions, but also purchase behaviour and actual sales value/volume?
• To what extent do changes in attitude affect changes in behaviour towards the brand?
• To what extent does communication activity affect the category more than the brand?
• How does digital perform compared with off-line media activity?
• Which channels, or combinations of channels, work best and should be turned up?
• What is the ROI of the communications programme?
• What is the effect on penetration, sales value and market share?
• Which consumer segments are most affected by the communications activity? These might include those with a positive/negative disposition, heavy/medium/light category users, loyal/repertoire/competitor (or new/current/lapsed) users.
• How should the marketing communications budget be allocated? (Not to be confused with how should it be optimised, as per econometric modelling.)
• What is the effect of brand communications on long term profitability? (Note - this necessitates the client providing cost-related and other information that can be matched with other key data sources and analysis.)

For more information on how we could help you with your brand communications research, please contact Claire Spencer at claire.spencer@itoiresearch.com or call on 020 3178 2160. If nothing else, you can pick our brains for free and we are quite happy to provide you with a research outline for consideration.