Build Brand and Reputation Strength with 360 Degree Research and Analysis

  • Author(s) Julie Schwartz
  • Published April 28, 2020
  • 12 Pages
  • Category
  • Type Member Research
  • 12 Pages
  • .PDF Format

Given the COVID-19 pandemic, many marketers are rethinking their market research plans and perhaps putting their brand research on hold. This might not be the most prudent strategy. During a crisis, everything changes and solution providers need to keep abreast of those changes. This might not be the right time to initiate brand research (voice of the customer research would likely be a better choice), but if you have been doing regular brand tracking studies, this is not the time to stop. You need brand feedback in good times and bad.

This ITSMA Update outlines the benefits of 360º analysis and provides a detailed overview of ITSMA’s approach to designing 360º brand research, including:

  • Tying research to business objectives
    • Forming hypotheses
    • Making the right tradeoffs
  • Transforming data into insight
    • ITSMA’s Market Positioning Guide
    • ITSMA’s Brand Investment Matrix
    • ITSMA’s Brand Equity Index
    • Competitive gap analyses

This document is available at no charge to employees of an ITSMA member company. It’s also available for sale to non-members.
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