Brand & Category Essentials Research
Brands and agencies need insights into brand health and category dynamics, but often running separate studies for each doesn't make sense from a budget or timeline perspective.
We built a flexible quantitative study that combines both in a single engagement. You include the modules you need, and skip the ones you don't.
The foundation every client gets
Every study starts with Foundation — a brand health baseline combined with category essentials. In each survey, you’ll understand:
Top of Mind — Unaided awareness (open-ended, 3-5 text boxes)
Brand Recognition — Aided awareness (multi-select, randomized brand list including up to 5 competitors)
Usage Funnel — Brands × awareness / trial / regular use levels (grid)
Consideration — Which brands they'd consider (multi-select from aware brands)
Likelihood to Recommend — NPS (0-10 scale)
Brand Perceptions — Attribute battery (5-pt agree/disagree matrix)
What Matters Most — Category importance drivers (5-pt importance matrix)
How Often They Buy — Category purchase/usage frequency (categorical bands)
Why They Buy — Category purchase motivators (multi-select)
What's Holding Them Back — Category barriers to entry (multi-select)
Where They Find Information — Information sources (multi-select)
Every client walks away with a read on both how their brand is performing and how consumers engage with the category.
Add-on modules for going deeper
From there, clients can add one module depending on their questions:
Who's Buying and Why — for when you need a deeper understanding of the purchase context beyond the basics. This explores where they buy, who they're buying for, what occasions drive purchase, when and where they consume or use, and whether usage is trending up or down. Foundation tells you what's happening in the category. This module adds the behavioral specifics.
Audience Profiling — for when you need to understand who your customers are beyond demographics. This is a category-specific attitudinal battery (the core input for any segmentation work), plus media consumption, social platform usage, and hobbies/activities.
Concept & Creative Gut-Check — for when you have something to evaluate. Test up to 3 concepts or creatives sequentially against five key metrics: appeal, differentiation, relevance, a diagnostic agreement battery, and purchase intent. This is not a full concept test, but rather a focused read on whether the idea has legs before you invest further.
Who it's for
Any brand or agency that needs consumer insights and doesn't have the budget or timeline for fully custom projects. It works well for brands that have transactional data but no formal consumer perception research, marketing leaders who need a baseline read before making decisions, agencies building strategic briefs for new clients, and companies preparing to launch, expand, or figure out why they're losing share.
If you want to see what a configured study looks like for your category, reach out.
