How to Conduct a Brand Research Study

June 24, 2008

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Overview

Join us for a step-by-step primer for planning and conducting a brand research study.

Establishing a strong brand, guided by research, has never been more important to colleges and universities, and the importance will continue to grow as competition for students and funding increases.

A brand research study can provide information about your institution's current position in this competitive marketplace - critical for assessing return on investment, positioning your institution, and directing messaging and creative decisions.

This step-by-step primer for planning and conducting a brand research study will teach you:

The core components of an effective study
Practical pointers for approaching each step of the study
Best practices to employ and pitfalls to avoid
Multiple examples and templates to help shape your research study

TARGET AUDIENCE

Marketing and communications professionals about to embark on a new branding initiative or who need a primer on conducting a baseline brand research study. Prior research experience is not required to participate.

Agenda

Live Session Took Place On Tuesday, June 24, 2008

Before you start your branding study
- Conducting an analysis of your competition
- Exploring your institution's differentiators with internal audiences
- Aligning your branding research with your strategic plan
Scope / Guiding Questions
- Identifying the 5-8 questions you want your research to answer
Audiences
- Comprehensive list of who you need to target and why
- Sampling frames for key target audiences-how they affect the cost and timing of the study
Research methodologies
- Qualitative vs. quantitative research
- Data collection methods and options
- Structuring the research instruments
- Response rates and incentives
Costs
- Factors affecting research costs
- In-house vs. outsourcing
Analyzing the data
- Drawing useful information out from the data
- Bridging from data to a brand strategy
Choosing a research partner
- What to look for when choosing a research partner
- What to avoid
Writing an RFP
- How do you write a useful RFP
- Why you should include a budget

Instructors

Elizabeth Scarborough

CEO and Partner

SimpsonScarborough

Elizabeth is a nationally recognized expert in the use of research to drive marketing, branding, recruitment, and retention efforts. With 18 years of experience conducting marketing research, she is an innovative leader in developing marketing intelligence. Elizabeth specializes in the applications of qualitative and quantitative research to develop brand strategies. Her groundbreaking approaches to marketing and research have become industry standards.

Registration

CD Recording of Live Webcast

$350.00

How to Conduct a Brand Research Study CD Recording

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