Why do a Brand Audit?

• Test for name recognition to inform investments and strategic choices in market
segmentation , positioning, and messaging
• Clarify alignment of branded product attributes to growth target market perceptions
• Establish a baseline on degree of presence before entering key verticals
• Test perceptions and concepts with an industry pilot group before going to market
• Helps shape niche marketing messaging to new micro-segments
• Brand tracking
• Branding and positioning
• Brand repositioning
• Reduce uncertainty, manage risks, and increase confidence in Marketing ROI
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What's Involved?
Brand Audit Methodology: Our highly specialized PhD level researchers and
consultants offer assistance in every stage of the research process. The step-by-
step process is:
1. Frame the Research
2. Conduct Qualitative Research
3. Form Hypothesis or Concepts to Survey
4. Identify Target Sample
5. Conduct Feasibility test
6. Design the Survey Instrument
7. Field the Survey
8. Analyze Survey
9. Report Results
10. Form Action Plans and Response to Findings
Business to Business (B2B) Branding Audit Survey Objectives:
In the Business-to-Business arena, a Branding Audit is often targeted at decision-makers who
influence the purchase of your product or service. In B2B marketing, the objectives are most
focused on:
• Implement a quantitative research program targeted at decision makers in targeted
industries,
• Develop statistically significant data to facilitate strategic and tactical decisions.
Instrument Design:
When targeting senior level decision-makers, a survey no longer than 10 minutes in duration –
roughly 10-15 questions – is recommended. When targeting consumers, a survey can be longer
depending on objectives and desired intelligence outcomes.
Our Collaborative Survey Design provides the best approach to survey design available ensuring
the survey instrument includes both industry-specific language and content; while incorporating
market research best practices for survey design and aligned to the brand identity process.
Intelligence Foundry will work with you to create a survey draft and outline before handing to
our highly specialized survey design team for completion. Plan approximately 8 hrs of
collaborative discussion on survey strategy, content, format, and wording. The end result is a
customized market research survey tailored specifically to your company's information needs
and strategic objectives.
Survey Administration:
Our survey team has developed proprietary methods to protect the security of our clients’
surveys while still maintaining respondent anonymity when required. Using our unique system,
our survey administrators can virtually guarantee against duplicate or unauthorized responses,
while maintaining 100% respondent anonymity. We strongly recommend a respondent incentive
in the range of $25 to maximize response rates (such as amazon.com gift cards, or Visa gift
cards). Our team will manage and fulfill the incentive program with study participants - no
hassels for you.
Deliverables:
Deliverables are developed for interpretation and reporting of study results and will vary
depending on your needs and decisions made at time of initiating the project. Your choice of
Brand Audit reports includes:
Insights Report – A customized report that includes an executive summary of the survey,
highlights key study findings and results, and illustrates statistically significant differences
among respondent populations.
Top-line Reports – Top-line reports take a macro view of the survey data providing an overview
of survey results on a question by question level.
Subgroup Reports – Subgroup reports eliminate the need for extensive in-house data analysis
and number-crunching. Clients are provided with a number of reports showing aggregated
survey results and cross-tabulations across respondent subgroups, such as company / industry
type, company size, respondent function (decision maker / user / influencer), and any other
categorical data that has been captured.
Data File: You may ask for the raw-data file of survey results is provided for ad-hoc or post-
survey analysis.
Note: A conference call presentation of study results to Senior Leadership is recommended for
all programs that include an Analyst report.