Applied Research

Consulting Areas

COMMUNICATION AND BRANDING

As specialists in qualitative research, we provide consulting services in communication and branding, leveraging interpretative techniques to help brands better understand their consumers and craft effective strategies.

Our services include:

  • Positioning and Repositioning: using qualitative insights, we help identify key areas to refine or adjust your brand’s positioning to resonate more effectively with your target market.
  • Target Personas and Community Analysis: our approach to persona and community analysis goes beyond basic demographic data. By utilizing interpretive methods, we delve into the deeper cultural, social, behavioral and emotional factors that influence consumer behavior, enabling businesses to create more authentic, impactful brand messages.
  • Reputation Building: leveraging qualitative insights, we assist brands in cultivating and maintaining a strong reputation. We interpret online conversations and customer experiences to help guide reputation management efforts, ensuring your brand communicates with integrity and builds lasting trust.
  • Visibility and Amplification: through qualitative research, we identify the most effective communication channels and topics to increase visibility and amplify your brand’s voice. We ensure that your message is not only heard but also understood and embraced.

CONSUMER INSIGHT

We conduct qualitative research projects on consumer culture to deeply explore the behaviors, perceptions, and meanings consumers associate with products and brands. Using in-depth interviews, diaries, and ethnographic and netnographic observational methods, we gather detailed, nuanced data that reveal the sociocultural dynamics behind consumer choices. Our approach helps us understand not just what consumers do, but the deep dynamics driving their consumption habits. This provides valuable insights for developing communication, branding, and innovation strategies that are culturally relevant and resonate deeply with target consumers.

TREND ANALYSIS AND BRAND INNOVATION

Thanks to our netnographic expertise, we conduct comprehensive trend analyses to understand emerging directions in consumer behaviors, technologies, and market dynamics. Our trend analysis involves constant observation and in-depth interpretation of signals from consumer interactions with products, services, and brands. Netnography is particularly effective for monitoring trends in technocultures, exploring how new technologies shape daily practices, consumer preferences, and communication forms. This method reveals how technological innovations integrate into consumers’ lives and the resulting cultural impacts.