Brand Research That Measures What Buyers Do, Not What Focus Groups Say
Focus groups say they prefer your brand. Then they buy the competitor at shelf. The gap between stated preference and purchase behavior is where brand strategy fails. SIS International combines qualitative brand exploration with quantitative measurement to isolate what actually drives brand selection, price tolerance, and loyalty. We run brand equity tracking, positioning studies, customer journey mapping, and competitive perception research with the buyers who spend money, not the respondents who express opinions.
Six Research Lanes for Brand and Marketing Teams
Brand Equity Tracking and Measurement
SIS designs recurring brand equity studies that measure aided and unaided awareness, brand consideration, attribute association, and price premium tolerance on a quarterly or semi-annual cadence. We track how brand health metrics change in response to campaigns, competitive launches, and market shifts. Coca-Cola and Procter & Gamble run continuous brand tracking because a single annual study captures a snapshot while equity erodes between measurements. SIS delivers trend data that connects marketing investment to brand metric movement, so the CMO can quantify what the spend actually changed.
Brand Positioning and Perceptual Mapping
SIS conducts positioning studies that map your brand against named competitors on the dimensions buyers actually use to differentiate. We use correspondence analysis and multidimensional scaling to produce perceptual maps based on consumer survey data, not internal assumptions. A financial services brand discovered through SIS positioning research that they occupied the same perceptual space as their largest competitor on both “trustworthy” and “innovative” dimensions. The positioning was not differentiated. The brand team repositioned around a specific attribute where the competitor was weak: speed of claims processing, a functional benefit that no competitor owned.
Customer Journey Mapping with Behavioral Data
SIS maps the customer journey from initial need recognition through purchase and post-purchase evaluation using a combination of survey data, in-depth interviews, and behavioral observation. We identify the specific touchpoints where brand perception forms, where competitive evaluation occurs, and where the customer decides. Standard journey maps describe the process. SIS journey maps quantify the influence of each touchpoint on the final decision. A consumer electronics client learned through SIS research that YouTube product reviews had more influence on purchase than any owned media touchpoint, including the brand’s website.
Brand Name and Identity Testing
SIS tests brand names, logos, taglines, and visual identity systems with recruited consumers before launch investment. We evaluate memorability, pronounceability across languages, semantic associations, competitive distinctiveness, and trademark viability. Research includes monadic evaluation (each name tested independently) and comparative ranking. Visa tested its brand refresh with consumer research before global rollout. SIS uses both qualitative exploration (what associations does the name trigger?) and quantitative measurement (which name scores highest on recall and purchase intent?) to produce a recommendation backed by data.
Price Sensitivity and Brand Premium Research
SIS uses Van Westendorp Price Sensitivity Meter and Gabor-Granger methods to determine the price range consumers consider acceptable for your brand versus competitors. We also run brand-price trade-off conjoint studies that isolate how much of the purchase decision is driven by brand equity versus product attributes versus price. A premium CPG brand used SIS price sensitivity research to discover that their target consumer’s willingness to pay peaked at a threshold that was 15% below their planned launch price. The pricing was adjusted before production commitment.
Competitive Brand Perception Research
SIS interviews category buyers and conducts quantitative surveys to document how your brand is perceived relative to specific named competitors. We measure attribute-level comparison, consideration set composition, and the specific triggers that cause a buyer to switch brands. A B2B technology company discovered through SIS competitive perception research that their brand was perceived as a “premium specialist” by existing customers but as “too expensive and too narrow” by non-customers evaluating the category. The gap between customer perception and prospect perception required different messaging strategies for retention versus acquisition.
What SIS Delivers to Brand and Marketing Leadership
Quarterly or semi-annual measurement of awareness, consideration, attribute association, and price premium tolerance. Each wave includes campaign-period analysis that connects marketing spend to specific brand metric movement. Trend data across waves identifies what shifted equity and what did not.
Correspondence analysis and multidimensional scaling based on consumer survey data. Your brand mapped against named competitors on the dimensions buyers use to differentiate. The deliverable identifies the open perceptual space and tests whether your brand can credibly claim it.
Mixed-method journey research combining survey data, in-depth interviews, and behavioral observation. Each touchpoint is quantified by its influence on the purchase decision. The output tells the marketing team where to invest and where the brand is losing the decision to competitive touchpoints.
Van Westendorp PSM, Gabor-Granger, and brand-price conjoint studies that isolate how much of the purchase decision brand equity drives versus product attributes versus price. The deliverable is a pricing recommendation tied to brand strength data, not just competitive price benchmarks.
THE SIS DIFFERENCE
Nossas ofertas de serviços incluem:
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