Brands & Communication

 

Our brand and communications research expertise covers a wide range of areas helping you to:

  • Better understand your general category and market: Market Segmentation & Targeting
  • Develop your brand positioning: Brand Strategy Development
  • Manage your brand portfolio: Brand Portfolio Management
  • Track your brand and communications: Brand Health & Brand Tracking
  • Evolve your communications: Brand Communication Research

Our approach:

Experience has taught us that every client is unique, and every problem is specific . As a result Harris Interactive Brand Communications Research focuses on providing clients with truly actionable insights by taking a holistic consultancy approach. By carefully assessing the underlying research challenge, we appropriately select and blend proven tools and techniques to deliver a joined-up solution to meet our clients’ particular requirements.

What we offer that makes us different:

A brand and communication framework which is grounded in behavioural economics. It offers you an unparalleled understanding of how consumers make brand-based decisions

Touchpoint modelling distinguishes the brand effects of different marketing actions as well as true effectiveness of different media. It empowers you to allocate resources more effectively and deliver greater bang for your marketing buck

Mapping the relevancy of your brand positioning to the needs of customers within the marketplace. It enables you to effectively evaluate future growth strategies

How we work:

A senior brand and communications consultant is assigned to each project help design the best approach to address your research issue, as well as deliver actionable insight beyond standard charts and data. The Consultant works closely with all stakeholders, helping you to understand the results and most importantly, giving you a direction on how to solve the key issues the research reveals.

Some questions we help to answer:
  • Where is the best market opportunity?
  • Who is my target audience?
  • How can I develop a differentiated brand strategy?
  • Which consumer needs should I focus on?
  • How do I become relevant to the lives of my target audience?
  • How strong is my brand now and how can I make it stronger?
  • Is my brand architecture right?
  • What should I communicate to my customers?
  • How should I communicate it? What is the most effective and efficient way?
  • …and many more

Latest Events

Wednesday April 03, 2019 through April 03, 2019

Webinar – Is your brand future proof?

April 3rd - 11:00AM - 11:40AM BST
Webinar

hi brands – revealing the UK’s most sustainable brands

Join our webinar at 11am on Wednesday 3rd April as we share the latest wave of hi brands research, to reveal the UK’s most sustainable brands.

Register today

Sustaining a healthy brand is critical for driving higher levels of consideration, recommendation and trust. The hi brands® model combines measures of your brand’s equity, with future relevance and vitality to provide a strong indication of brand sustainability. hi brands® was a shortlisted finalist for the MRS Best Innovation Award 2016.

In this webinar, Lida Walsh, Head of Solutions at Harris Interactive, will be joined by other sector experts who bring the results to life, presenting concise case studies including:

Banking – Mark Hirst, Financial Services Research Director
“This is the first cycle that our fintech benchmark has reached a level of sufficient recognition, and this brand has gone straight in at number 1…”
Alcohol – Magdalena Jablkowska-Citko, CPG Research Director
“We see traditional brand health approaches focusing mainly on brand equity do not show the brands real potential and can lead to poor marketing decisions.”
Energy – Mark Brenton, Energy Research Director
“The rise of the new and established renewable energy brands over the last year is clear to see.”
Newspapers – Lee Langford, Media & Entertainment Research Director
“Results point to a clear role moving forward for niche players and free publications, as traditional red tops struggle to find their raison-d’être…”

During the webinar we will also review the top sustainable brands across various categories, focus on significant movements over the past 6 months, and discuss what the scores mean for your category and brand/s.

Register today

Expert

  • Lida Walsh
    Senior Consultant, Brand & Marketing
    Lida has over two decades experience within brand and advertising research areas, focusing mainly on brand positioning and brand strategy, brand/advertising tracking, communication pre-testing and brand communications strategy development. Her main responsibility with Harris Interactive is advising on the design of branding projects and ensuring that actionable brand insights are delivered across all Harris Interactive sectors to clients. Lida’s experience is within global, large scale studies, delivering insight to brand strategies within various markets and regions. Lida has a comprehensive list of blue chips clients working with during her working life. In the past she worked in Advertising, Brand consultancy as well as Research Agency.

What our clients say

  • Thank you for the terrific presentation today.  Our senior marketing manager was thrilled with the level of detail and quality of the research saying “this is fantastic - we need to do more things like this.”