Six ways custom research helps grow your brand

Here is a summary of what you'll find in this article:

• Monitor brand health with customized, actionable brand tracking
• Uncover precision tactics to recruit, retain and upsell customers based on audience targeting and segmentation
• Understand buyer journeys to detect potential for new conversions
• Assess new concept/product performance to identify winning opportunities
• Position and message your business for success using driver, best-worst choice and other analytic techniques
• Identify best ways to price, promote and expand your product/service offering with advanced optimization approaches
• How YouGov does Custom Research

Custom research is a valuable asset for businesses looking to gain insights into their target market, identify trends and make informed decisions. By conducting research tailored to their specific needs, organizations gain a better understanding of their audience and improve their marketing strategies and products or services.

In this article, we'll highlight six ways that custom research can help grow your brand and elevate your business.

Monitor brand health with customized, actionable brand tracking 

Brand tracking – regularly measuring and analyzing key performance indicators such as brand awareness, perception and loyalty to assess the overall health of a brand – can be turbo-charged by adding custom research into the mix.

By tailoring brand tracking in this way, it can meet the specific needs of a business and identify key drivers of brand health that are most relevant to their target audience. Analyzing trends and changes in these metrics over time, businesses can gain insights into the effectiveness of their marketing and branding efforts, making informed decisions to strengthen their brand.

Custom research can also provide actionable recommendations for improving brand health and addressing areas of weakness or opportunity. By monitoring their brand health with customized, actionable brand tracking, businesses can build and maintain a strong, positive brand image that resonates with their target audience and drives business success.

Uncover precision tactics to recruit, retain and upsell customers based on audience targeting and segmentation

Custom research can provide businesses with precision tactics across the consumer journey, through audience targeting and segmentation.

By segmenting their audience based on factors such as demographics, behavior or psychographics, businesses can tailor their marketing efforts to meet the specific needs and preferences of each key audience segment. Custom research helps businesses identify the most promising audience segments to target, as well as the most effective tactics for engaging and retaining customers within each segment. These insights are used to inform personalized marketing strategies that are more effective and efficient: they speak directly to the needs and preferences of each customer, increasing their engagement and loyalty.

Additionally, by using custom research to identify which products or services are most likely to be of interest to each customer based on their behavior and preferences, businesses can uncover opportunities for upselling and cross-selling.

Understand buyer journeys to detect potential for new conversions

Custom research is an essential tool for businesses seeking to understand their customers' behavior and improve their marketing efforts. One key area of focus in this type of research is the buyer journey – or path – that customers take from initial awareness to purchase.

In analyzing this journey, businesses can gain valuable insights into the factors that drive customer decision-making and identify opportunities to increase conversions. Understanding where customers are in the buyer journey enables businesses to tailor their marketing messages and tactics to best meet the audience’s needs and preferences. This ultimately helps improve conversion rates and leads to a more effective overall marketing strategy.

Assess new concept/product performance to identify winning opportunities

When assessing the performance of new concepts or products to identify potential winning opportunities, custom research is a valuable tool. Businesses can gather valuable feedback on new concepts or products from their target audience by conducting surveys, focus groups or other types of research..

This feedback helps identify any potential flaws or areas for improvement, as well as highlighting any features or benefits that resonate particularly well with customers. By using these insights to make informed decisions, businesses can increase their chances of success by launching products that meet the needs and preferences of their prospective customers. Ultimately, custom research is vital part of developing and refining winning product concepts that drive growth and profitability for businesses.

Position and message your business for success using driver, best-worst choice and other analytic techniques

Custom research techniques, such as driver analysis and best-worst choice analysis, can provide valuable insights into the factors driving customer decision-making and inform effective messaging or positioning strategies.

Driver analysis helps businesses identify the key drivers of customer satisfaction or purchase intent, enabling them to prioritize areas for improvement or emphasize key strengths in their messaging.

Best-worst choice analysis inform businesses about which features or benefits are most important to customers, allowing them to tailor their messaging and positioning to resonate with their prospective customers.

Leveraging these and other analytic techniques, businesses can develop messaging and positioning strategies that differentiate themselves from their competitors and meet the needs and preferences of their target audience, leading to increased customer engagement, loyalty and profitability.

Identify best ways to price, promote and expand your product/service offering with advanced optimization approaches

Custom research can help businesses identify the best ways to price, promote and expand their product or service offerings. Determining the optimal price point for their product or service, as well as which features or benefits are most important to customers is enabled using techniques such as conjoint analysis or price sensitivity analysis.. These insights can inform pricing strategies that maximize profitability while still meeting customer needs and preferences.

Similarly, promotional optimization approaches can help businesses identify the most effective promotional tactics to reach and engage their target audience, while expansion optimization can help identify the most promising opportunities for growth and diversification. By using these advanced optimization approaches to inform their strategic decisions, businesses can increase their chances of success and profitability in a competitive marketplace.

How YouGov does Custom Research

YouGov Custom Research offers a full end-to-end service from YouGov experts, including sample framing, questionnaire design, analysis reports, and more.

Flexible to your needs, YouGov Custom Research combines the most accurate data with market-leading technology and expertise. Our solutions for deep dive research provide customized data insights to help inform your strategy.

Get industry and sub-sector specific advice from our experts in research methodology. Our specialists analyze your request and find the most accurate, cost-effective way to reach the data you need, fast. Leverage our proprietary panel of 24million+ registered consumers in 55+ markets to get fast results you can trust.

YouGov Custom research delivers:

• Unrivaled accuracy – our innovative approach to data, leveraging proprietary panels in 55+ markets and unique sampling approaches, is independently ranked as “consistently outperforming competitors on accuracy”
• Connected solutions – connect custom insights with audience intelligence to create audience portraits with extraordinary granularity
• Award-winning talent – YouGov custom researchers have been named “Best Research Partner” by multiple market-leading companies

Get sector and industry expertise in:

• Market opportunity
• Brand positioning
• Comms evaluation
• Product development
• Customer tracking
• Brand health

A range of research solutions

• Quantitative research (ad hoc and tracking)
• Qualitative research (in-person and online)
• Custom trackers
• Key driver analysis
• Dynamic segmentation
• Journey mapping and market flows
• Visual storytelling
• Advanced analytics

But don’t just take our word for it. Here’s some of YouGov’s client success stories:

• How YouGov helped a leading global software company survey the world about tech fraud, to shape the brand’s future awareness campaigns
• How a global music company uses YouGov research to monitor artist resonance and build their brands
• How customer segmentation helped a UK charity better target consumers with relevant communications