Research
At gkBRAND our market research teams are highly skilled in quickly and effectively developing accurate, reliable solution-oriented results. Studies include:

•    Market Exploratory
•    Competitive Assessment
•    Opportunity Identification and Development
•    Market Trend Analyses
•    Brand Strategy
•    Brand and Product Positioning
•    Brand Leverage
•    New Product and Service Development
•    Design / Human Factors Assessment
•    Product Naming Analysis and Evaluation
•    Advertising / Marketing Program Development
•    Product Naming Analysis and Evaluation
•    Attitude and Usage
•    Channel Marketing
•    Retail Assessment

gkBRAND uses both quantitative and advanced qualitative research methods depending on the objectives of the research. Below please find an outline of different research methods that can be employed for your next study. All research studies are custom designed for every assignment.

gkBRAND has conducted research studies among market researchers and marketing management over the past 15 years. That research has consistently shown that marketing management’s IDEAL research would deliver BREAKTHROUGH SOLUTIONS to differentiate their brand/products from their competitors in compelling meaningful ways.

At gkBRAND, we recognize that to deliver BREAKTHROUGH SOLUTIONS requires creativity and idea generation that goes beyond what consumers in a research situation can achieve. Traditional methods such as focus groups are limited because respondents can only discuss information they know, but BREAKTHROUGH SOLUTIONS lie in the area of information respondents cannot discuss because it is information they Don’t Know They Don’t Know. Our solution to this problem was itself the result of breakthrough thinking; the development of Creative Development Sessions and Enhanced Focus Groups, depending on the objectives of the assignment.

Creative Development Sessions (CDS)
Creative Develop Sessions are like Research and Development (R&D) for marketers, creatives and product developers (engineers, designers, etc.) We use this method when clients are seeking new products, product enhancements, and advertising for new products.

A CDS looks like a focus group but that’s where the similarity ends. The process begins before concepts are created, before the focus groups are conducted. It begins with a “Key Stakeholders’ Workshop” where every voice is important, every idea valued and new capabilities, future trends and the technologies are explored. Unlike typical workshops, the purpose is not to develop new concepts. Rather they are designed to explore and understand the underlying factors driving marketplace demand while assessing the ability of the company and the industry overall to deliver on those factors short, medium and long term. However, some very good ideas are developed as a result of the process.

The information from the Workshop and other sources is then taken into the Creative Development Sessions where the respondents are taken through a relatively simple yet sophisticated process in which breakthrough ideas and concepts are created.  The processes we use are adaptations (for small group sessions) of the very approaches used by successful creative individuals be they copywriters, pharmaceutical scientists or inventors.

Enhanced Focus Groups
Traditional focus groups are generally recognized as providing inaccurate and unreliable results, yet they have been the only process available to marketers to hear the “voice of the consumer” in an interactive group setting. 

Our researchers at gkBRAND “researched” the problem and through trial and error developed a small-group qualitative process that delivers reliable accurate information and viable solutions. We use some focus group techniques but use them differently, and we developed a number of unique methods to overcome the weaknesses of typical focus groups. Most importantly is our mind-set throughout the process. We Benchmark every group, determine the Benefit Structure of the category, identify the “REAL IDEAL”, work extensively with the respondents using unique tools in the area of information They Don’t Know They Don’t Know, and we Don’t Ask, Why?  Ask us how that works and you’ll never look at group sessions the same way again.

Traditionally there are two commonly used methods to conduct a final assessment of the creative and/or marketing program itself.

1. Quantitative Evaluation:

This can provide a statistically reliable analysis that the message is reaching the right target audience and can tell you how well the message is received.  What it cannot do is tell you how to fix the problem. As a result, group sessions or other qualitative approach needs to be conducted to correct the problem.

Two quick, cost effective solutions are used:

1. Red Flag Group Sessions:

These are just a few focus groups conducted among the key target audiences to make sure the creative communicates as it is intended and that there are no glaring errors or omissions that weaken the message. If problems are found, they can be corrected immediately, right in the group session.

2. Creative Enhancement Interviews

At gkBRAND our unique solution lies in Creative Enhancement Interviews (CEI). Our CEI approach can be used to substantially reduce the risk of an error in the marketing program of communications. We set it up when conducting the initial round of focus groups then we gain the cooperation of the participants to be contacted later after the creative is developed to obtain their perspectives.

When the marketing program or creative materials are developed, we put them on a secure web site. The moderator from the original groups contacts the respondents and takes them through the creative to determine if the group's input has been accurately and well communicated in the materials. The materials remain confidential because they are password protected and are blocked from printing or saving on a computer. Minor adjustments can be made quickly and easily. However, if significant changes are needed, a repeat interview can be scheduled to assess the adjustments, moving the process forward very quickly.

Retail 360s
Today’s retail environment in certain categories is in a constant state of flux as companies adjust their programs to compete more effectively in today’s rapidly changing marketplace. gkBRAND Retail 360s enable our clients to quickly yet effectively understand the retail environment from the perspectives of all players from store owners/ managers to the shopper. The results from this approach impact everything including channel programs, POP, merchandising, brand and product positioning, new product development and marketing programs from advertising to effecting communities such as Facebook, etc.

Quantitative Methods Used:

The following methods are designed to provide statistically reliable results to give the marketer greater confidence in the likely impact of a marketing or branding program, advertising, product name or new product. They answer the questions such as, how many, how much, where, and who. The data from these studies can be used to guide creative solutions; marketing programs, communications, and new products, etc. but they should not be used to the exclusion of actually working with the target consumers to reduce the risks involved.

Web Surveys:

These surveys can be highly effective but we have found that using the right lists can make a significant difference in the accuracy of the results. Anyone can be anyone they want to be on the web. Buying the right lists helps, but we also employ other techniques to establish a level of validation for the respondents. Those respondents deemed questionable are rejected from the study.

Types of studies conducted on the web include (consumer / B2B):

•    Brand and Product Name Assessments and Evaluation
•    Attitude and Usage
•    Brand Confusion and Differentiation
•    Advertising Pre-Post Awareness and Perceptions
•    Competitive Awareness

Phone Surveys:

Used mostly for B2B research, we have developed and successfully used phone surveys as a powerful permission based sales tool:

•    Identify and Qualify Sales Prospects
•    Attitude and Usage
•    Competitive Assessment

In addition, we use customized designs that enable us to integrate quantitative assessments with qualitative methods to provide statistically valid results with a deep understanding of their perceptions. 

Please contact us with your research project needs. We will be happy to discuss your needs, how our unique research methods may be able to enhance the results, and how we can successfully work together on your next project.