It’s a brand manager’s worst nightmare. You wake up in the morning to find your brand unexpectedly in the headlines or trending on social media – probably not good news. Unfortunately, there are plenty of examples we can point to, from the Wells Fargo fake account controversy, Chipotle’s food safety scares, or Samsung’s recall of their Galaxy Note 7 phone.
As marketing researchers, we’re often asked about the differences between conducting qualitative vs. quantitative research and when to choose one over the other. At its most basic, qualitative can provide answers to questions that start with ‘what’ and ‘why.’ Quantitative research answers questions about ‘how many,’ ‘how much,’ and ‘how often.’ While that distinction is helpful, it does not go far enough in describing the core benefits of each research approach and determining which is right for your needs.
“A wise man adapts himself to circumstances, as water shapes itself to the vessel that contains it.” Chinese Proverb
It’s no surprise that American society is in a state of constant flux. Our country’s demographic make-up continues to shift.
In 2006, the Net Promoter Score (NPS) metric took the business world by storm, when Fred Reichheld, of Bain & Company, published The Ultimate Question: Driving Good Profits and True Growth. Based on his research, Reichheld proposed that by asking customers a single question, how likely they would be to recommend a brand to a friend or colleague, businesses could calculate one score to monitor the quality of their customer relationships.
In the words of tennis great Arthur Ashe, “Success is a journey, not a destination.” Not only do these words ring true for personal success in life, but also in branding. The most successful brands adopt an attitude of continuous learning, always seeking to better understand their customers, and find ways to enhance their experiences.
As we wrote in our eBook, Are You Delivering on Your Brand Promise?, to develop or refine your brand promise, you need to understand your brand from your customers’ perspective. Qualitative research is frequently used to uncover consumers’ brand perceptions, giving researchers a way to dig into deep-seated brand impressions that might not be accessible with a more direct inquiry approach.
As discussed in our recent eBook, “Are You Delivering On Your Brand Promise?” a brand promise gives consumers a reason to consider becoming a customer by promising to deliver a meaningful benefit. It’s important for marketers to carefully craft their brand promise, cultivate its growth, and monitor its success over time.