Brand Development Research

Brandspeak's brand development research enable brands to understand their performance and health, providing knowledge and guidance to maximise brand strength, market share and profitability. Enhance your brand's image, understand your competitors' positioning and identify your ideal customer profile.

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What is Brand Development?

Brand development is the strategic process of defining, refining, and enhancing how a brand is perceived by its target audience. Through market research, Brandspeak identifies the signals, associations, and behaviours that influence brand preference, loyalty, and differentiation.

This research uncovers customer motivations, competitor positioning, market gaps, and emotional drivers that shape brand choice. By analysing brand health, equity, and communication effectiveness, the process ensures your brand evolves in line with shifting customer needs and industry trends.

The result is a clear, validated brand direction designed to support long-term growth and maximise marketing return. When the findings need turning into a new positioning, our brand strategy consulting team takes them forward.

The Benefits of Brand Development Market Research

Brand development research gives organisations the consumer intelligence they need to build stronger, more differentiated, and more valuable brands.

Improve Campaign Effectiveness

Brand development research measures the impact of marketing and advertising campaigns. Compare brand awareness, associations, and purchase intent scores before and after a campaign, including recall questions to determine uplift. This identifies effective campaigns and helps maximise future impact.

Gain Competitive Advantage

Evaluate your brand against competitors and understand how you are positioned in consumers' minds. You can gain a deeper understanding of the market landscape, identify emerging trends, assess how competitors are positioning themselves, and spot weaknesses or gaps in competitors' strategies.

Maximise Brand ROI

Brand development research enables you to track key metrics such as brand awareness, perception, loyalty, and purchase intent, to identify shifts in consumer sentiment and preferences. This lets you spot opportunities and adapt your brand strategy accordingly, to maximise the use of resources.

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Our Research Methods

We bring together qualitative and quantitative expertise to help you create insights that move the business forward.

Focus Groups & Depth Interviews

Explore audience needs, perceptions and behaviours in rich qualitative detail.

Workshopping and Co-creation

A collaborative forum for exploring existing ideas and developing new concepts.

Online Communities

Gather deeper insight through multi-day discussions, tasks and real-world activities.

Online Surveys

Capture robust, statistically reliable feedback to quantify attitudes and behaviours at scale.

Implicit Testing

Measure instinctive attitudes and emotional reactions at scale for clear, reliable evidence.

Statistical Modelling & Data Analytics

Turn complex data into clear insight, revealing patterns, drivers and opportunities.

Brand Development Services

We offer a comprehensive range of brand development research services, tailored to the specific needs of your brand and your business objectives.

For organisations that sell to consumers, consumer brand tracking services include exploratory qualitative work and ongoing consumer surveys, to track key brand tracking metrics such as spontaneous or prompted brand awareness, brand imagery associations, brand personality measures or brand preferences.

Brand tracker surveys usually have larger sample sizes to allow for robust analysis and are repeated regularly to provide longitudinal data.

Brand health is just as important for brands that supply other brands as it is for consumer brands.

The principles of B2B brand monitoring are the same as for consumer brand tracking. Design your study, identify sample size, source your participants, decide on the frequency for tracking, collect data and present results in a dashboard.

The differences relate primarily to the sample, as you will be interviewing people according to specific job roles, rather than demographics.

A pure brand tracker only deals with measures that relate to the brand, such as awareness, preference and purchase intent.

Using a brand and comms tracker enables you to not only evaluate advertising and communications but also to assess the impact of communications on brand health and brand equity.

A brand and comms tracker will include measures such as ad recall and recognition, which can be analysed together with key brand metrics for detailed insights into both your brand and your communications strategy as well.

How to Get Your Insights

As a full service market research agency we support research in 40+ global markets, working with native-speaking moderators and trusted in-market partners to ensure cultural accuracy and insight quality. Wherever your audience is, we can reach them and deliver insight that drives better decisions.

Step One

Fill in the form and click submit.

Step Two

Our team will contact you within 24 hours.

Step Three

We learn about your needs and goals and how to achieve them.

Brandspeak in Numbers

As one of the UK's most experienced market research agencies, Brandspeak brings scale, consistency, and depth to every project.

3,000+

Focus Groups

Years

750+

Quantitative Studies

International Markets

1 Million+

Survey Participants

Languages Covered in Global Research

5,000+

Depth Interviews

Brandspeak is proud to be a member of both The Association for Qualitative Research (AQR) and The Market Research Society (MRS) — demonstrating our commitment to quality, ethical practice and industry-leading research standards.

Brandspeak Blogs

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Client Feedback

We worked with Brandspeak on a brand awareness project and we were extremely pleased with the quality of service and the process. They understood the complexity of the briefs and asked plenty of questions to make sure they fully understand the objectives. They interacted with all levels of people in our business and understood the differences within the market and suggested ways to tie the research together so it was still comparable. The results were delivered with easy to digest summaries that could be used across the business. We would highly recommend using them.

Lauren Williams

Very informative, easy to work with and a really friendly team. I would recommend Brandspeak to help any business grow. They are great quality for money, help niche sectors and present their findings in an understanding manner. They have provided a brand review, market review post-covid to ensure we are still up to date, along with two very valuable website reviews. Working with them for qualitative and quantities research has a been fantastic for us. Thank you for all your help!

Sarah Twist – Marketing Manager

It's been an absolute pleasure to work with Brandspeak on our qualitative assessment of different ads across 5 EU markets. Throughout this project, Brandspeak have been expert, professional and so flexible with our requirements and timings. The research analysis that they provided us with was extremely valuable and insightful. I look forward to working with them again – highly recommend!

Zanya Fahy

We wanted to understand how elements of our brand were perceived by consumers and identify opportunities where we could make improvements. Brandspeak clearly understood the brief and worked closely with us to develop a research approach that would answer our questions. The insight has been used to inform the development of our creative and also applied to other areas of our marketing communications. It was a pleasure to work with Brandspeak.

Strategy & Insight Manager | Animal Friends Insurance

From their initial proposal they displayed an understanding of financial services and a clarity of thinking that made them stand out. Since then they have consistently delivered to demanding timescales. But what really sets them apart are their actionable and business focused recommendations which give them the credibility to influence senior internal stakeholders. I have really enjoyed working with them and look forward to doing so again.

Leading life and pensions provider

Work with Brandspeak

With offices in London, Bristol, and Birmingham – and partners across the world – we provide global reach with local expertise. Our team is ready to discuss your business challenge and show you what's possible with the right insights.

Get in Touch

London

+44 (0) 203 858 0052

1st Floor, 239 Kensington High St, London W8 6SN

Bristol

+44 (0) 1174 07 0187

2430 / 2440 The Quadrant, Aztec W, Bristol BS32 4AQ

Birmingham

+44 (0) 121 314 4647

The Lewis Building, Bull St, Birmingham B4 6AF