Consumer studies
Brand & Consumer Studies
We perform market and brand research through qualitative and quantitative methodologies to understand consumers, identify opportunities, and inform business decisions. By combining market research, semantic analysis, and mystery shopping, we generate actionable intelligence that aligns brands with their audiences.
Deep Behavioral Connection
Research to determine consumer perception, usage, habits, and needs regarding a category in general.
Meaning Analysis and Semantic Networks
We identify the structure of meanings that people have regarding a stimulus, exploring latent connections.
Idea, Concept, and Product Testing
Evaluation of viability and success potential for new ideas, mitigating risk and validating hypotheses with real audiences.
Advertising and Communication Testing
We measure the effectiveness of advertising pieces or messages by evaluating recall, comprehension, appeal, and persuasion power.
Brand Image and Positioning
Studies to understand the current perception of a brand versus its competition, identifying key differentiation attributes.
Brand Ideal and Emotional Bond
Metaphorical analysis that allows people to use images to express what the brand represents subconsciously.
Segmentation Analysis
We identify groups with similar motivations to develop personalized behavioral and psychographic strategies.
Mystery Shopper
We objectively evaluate service quality, standard compliance, and the experience across touchpoints.
FAQs
What types of market research does BBK conduct?
We conduct qualitative studies (in-depth interviews, focus groups, ethnographies, projective techniques) and quantitative studies (online surveys, panels, brand tracking). We cover U&A, image and positioning, semantic networks, emotional bonding, idea testing, segmentation, advertising testing, and mystery shopping. Each study is custom-designed based on the business objective.
What is the difference between qualitative and quantitative research?
Qualitative research delves into why and how people think, feel, and act, using small but information-rich samples. Quantitative research measures how much and how often, using large samples and statistically representative results. In most market research projects, both perspectives are combined to achieve both depth and representativeness.
How long does a market research study take?
It depends on the study type, sample size, and geographical coverage. A focused qualitative study can take 3 to 6 weeks, while a quantitative study with a representative sample takes between 5 and 10 weeks. Comprehensive projects that combine both stages typically take 8 to 14 weeks. In the first meeting, we define a customized timeline.
Can you perform both in-person and digital mystery shopping?
Yes. We design mystery shopper protocols for both in-person (stores, branches, restaurants, offices) and digital channels (websites, apps, contact centers, WhatsApp). We define scenarios, evaluation standards, and reporting with actionable indicators for the responsible teams.
How do you manage market research projects at BBK?
Every project begins with a diagnostic conversation to understand the business context, strategic questions, and timelines. Based on this, we define the scope, methodology, sample size, and deliverables. The first meeting serves to align expectations before any commitment.
Let's discuss your brand
If your organization needs to better understand its consumers, validate an idea, or measure its brand, write to us. We will review your case and propose the appropriate scope.