Image Research

How does your target group perceive your brand? What do they associate your brand with and how do you change this? Are your brand associations sufficiently distinctive compared to your competition's? Does the brand identity match with the needs, wishes and core values of your target group? Do your marcom campaigns have the desired effects on brand image? Which associations ensure that NPS increases?

Image plays a major role in the choices consumers make, often, consumers' choices are not rational. Questioning consumers could lead to misleading results. Therefore, it's best to measure brand image directly in consumers' brains: the place where brands and their images exist.

Neuro image research: quick turnaround - results within 5-7 work days

Proven to be effective

10+ yearresearch

120+brands researched

500+ associations measured

Neurensics uses the scientifically proven NeuroBranding method to conduct image research. This method consists of the Rapid Implicit Association Task (RIAT) technique; a quantitative measurement of (the strength of) brand associations.

The results of brand image research enable you to make informed tactical and strategic decisions.

RIAT

Why use image research?

With image research you will learn:

Customers and non-customers' perception of your brand and establishment.
Opportunities for brand identity which relate to the needs of your target group(s).
The distinctiveness of your brand as compared to your competition's.
Existing opportunities unidentified by your competitor.
Existing associations consumers have with your brand and how you can change them.
Associations for increasing NPS.

Do you have different questions? Please contact us to see how we can help you.

Our approach

With scientifically proven qualitative and quantitative research methods, we measure the image of your brand in the unconscious mind: the place where consumers' choices are made.

Listing relevant brand associations
Together, we draw up a list of brand associations relevant to your brand's category and select competitors to include in the study.
Cluster analysis of associations for behavioural intent
In a preliminary study, we use a cluster analysis to determine the associations relevant for behavioural intent, such as purchase intention or NPS.
Measuring the associations in consumers' unconscious minds
After listing bran associations, the associations are measured with RIAT: a quantitative association test with time pressure. In RIAT, participants have to indicate whether an association fits a brand as quickly as possible. By doing so, we eliminate conscious thinking and over-rationalisation and measure the degree of 'embeddedness' of each association in consumers' brains.
Identifying growth-promoting associations
We determine which associations fit your brand and on which associations could promote brand growth. Interestingly, this step also reveals the 'Achilles heel' of your competitor's branding strategies.