Brand Research

Usage and Attitude Studies 
Brands today are operating in an extremely dynamic market. As the marketplace changes, you need to evaluate your brand's position compared to the competition. The best way to accomplish this is by periodically tracking your competitive advantage on the relevant brand health parameters and customer perceptions.

Also, in order to break from the clutter, one needs to identify one or more characteristics that set your product or brand apart from competitors. This helps in establishing a strong position in the minds of customers.

Additionally, understanding the attitudes of your consumers and their usage patterns is crucial to virtually every decision you make. Understanding why consumers choose one brand over another is vital to success in this ever-evolving marketplace. This level of understanding provides an extremely effective tool for identifying and targeting potential customers.

We at AFI design usage and attitudes (U&A) studies that provide quintessential information to lay the foundation for successful strategic marketing. In addition to assessing U&A patterns for the category, our studies often serve as useful benchmark tools, allowing you to measure your performance across all the parameters important to the category, and target specific areas to track over time.

Name Tests
What's the most appropriate name for a product ? What does a name connote to a consumer ? Naming research answers these and other important questions.

Appropriate naming plays an important role in the consideration of products. Knowing what customers think of a specific name is the first step to successfully marketing your product or service.

We at AFI have a been associated with the christening of a number of leading brands.

Segmentation and Profiling Studies
Segmentation and Profiling is critical in targeting specific groups and understanding the purchase behaviour of those consumers who represent the greatest sales opportunities. Key groups can be identified, based on a number of different criteria including attitudes, psychographics, motivations and barriers, usage habits, loyalty, etc. Once the segments have been identified, analysis can be conducted to provide insight into the purchase behaviours and demographics of each group such as : 
Differentiating category / brand attitudes by various buyer groups to enhance the purchase behaviour information.

Providing key information needed to move light buyers to medium buyers and medium buyers to heavy buyers.
Providing the ability to understand multiple usage and how usage differs between buyer groups.