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Image Research

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  A brand's image is generally thought of as a collection of experiences and received messages that, over time, join together into a single feeling or opinion in a consumer's mind. Image research focuses on understanding the nature of this perception, how it drives critical behaviors, and how it compares to perceptions of competing brands in the marketplace. Typically conducted at a single point in time, image research serves as a "snapshot" of the marketplace, identifying how brands relate to each other across a variety of underlying dimensions. Burke's method extends the value of this approach by associating the various dimensions in a predictive fashion with important marketplace outcomes such as market share, intent to repurchase, and probability to recommend to others. By doing so, our researchers help clients more effectively focus resources on the elements of brand image that will generate the greatest return on their investment.

 

      
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