Brand Health

Brand is more than just a name: it’s how your customers perceive you, and whether they are influenced to buy your product because of who you are, as well as the entire competitive landscape and where your brand fits in. Understanding brand health is essential to evaluating the impact of your marketing efforts to help your business grow and thrive.

From brand awareness to brand usage to brand satisfaction: All of these metrics are used to show a brand’s health and monitor change being impacted through marketing campaigns and product development. Whether the problem is low brand awareness, competitors’ high brand use or you aren’t getting loyal customers, brand health is crucial to understanding equity, perceptions and satisfaction across brands.

If you want to know your brand share, which brand customers prefer or how your brand is perceived, then you need customized Brand Health research.

Insights Include:

Brand awareness & use

How familiar are customers with our brand and how often is it used?

Unaided and aided brand awareness is a key metric for organizations to track because it’s often a direct result of marketing and sales efforts. Through our industry focused research for over 30 years, we have established benchmarks to help you understand if your brand awareness scores are strong relative to your industry. You’ll also understand how awareness is translating to brand use for you and your competition, and what opportunities you have in the sales process to increase your brand loyalty.

Discovery includes the following features:

  • Influences/Resources: Determine who and what is involved in the decision process
  • Product Behaviors/Uses: Identifies common product uses in the market
  • Challenges/Needs: Identifies common issues and solutions with the product
  • Ideation of Solutions: Utilizes groupthink to build on ideas that may benefit users
Concept Testing
brand perceptions

What does the market think of our brand and how do we compare?

How do channel partners and end-users view your brand? How do they view your competition? Where is your brand positioned in the market? Brand perceptions provide information on how your brand and key competitors are perceived. This can guide your brand strategies by determining where you are positioned, where you want to be positioned, and what hurdles you must overcome to achieve it.

Concept Testing includes the following features:

  • Concept Perceptions: Identifies pros and cons common among users as well as areas of information still needed
  • Preference: Rating and ranking of product features and perceived benefits along with ranking value statements
  • Intent to Try and Buy: Metric used to determine the potential in-market success
Concept Testing
Brand satisfaction

What's important to customers and how well does our brand meet those needs?

How well do you meet customer expectations on critical needs compared to your competition? Brand satisfaction measures the performance of multiple companies and plots brands against one another, from best to worst in class. When you understand the differences in brands, you can determine a product development and marketing strategy to gain brand share.

Concept Testing includes the following features:

  • Concept Perceptions: Identifies pros and cons common among users as well as areas of information still needed
  • Preference: Rating and ranking of product features and perceived benefits along with ranking value statements
  • Intent to Try and Buy: Metric used to determine the potential in-market success

Download Report

We surveyed nearly 2,000 DIYers and Pros to bring you current data on how COVID-19 has permanently influenced Brand, Channel and Media behaviors.

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Learn More About Our Process

Define & Customize

Qualify & Collect

Analysis & Action

We bring industry and category knowledge to your project, which gives you a head start by allowing us to start discussing your specific needs. Through our in-depth conversations, we’ll define a customized research approach that will produce detailed insights to drive informed strategic decisions. We’ll survey targeted, pre-screened, tightly-profiled respondents, and use their answers to analyze the data and build your report. We then apply over 150 years of combined industry knowledge to bring a deeper level of analysis and recommendations. You end up with data-driven insights supported by industry expertise that provide you with actionable recommendations.

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Are You Ready to Get Started?

If you are ready to discuss Farnsworth’s Product Development research today, fill out the form below for a free project consultation.

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Check Out Our Other Services We Provide

Customer Usage & Attitude

Gain a fundamental understanding of customers in your market for a particular product.  

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Market Sizing

Evaluate market size to see if you can expand or improve in a select market.

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Product Development

Select the best concept, features, pricing and communication for a more successful product launch.

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