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What We Do
Brand Research
Do you know what people think about your brand at a non-conscious level?
Explicitly asking people what they think about a brand ignores the vital role that non-conscious brand perception plays in consumer decision-making.
We use a comprehensive range of technologies and tools from the disciplines of neuroscience, experimental psychology, and the cognitive, consumer and decision sciences.
We test implicit reactions to understand how people view your brand compared to its competitors and how your communications could influence brand perception, giving you the opportunity to outsmart your competition.
Using global consumer panels to target the right audience with scientifically validated tools, Mindlab tests brand attributes quickly and effectively. Whether you’re developing a new brand, shifting your brand positioning, or looking to understand or alter specific perceptions, we can provide clear recommendations.
- What personality traits does your brand have and how strongly do people subconsciously link these to your brand?
- How can your communications change the strength of these associations and attitudes?
- Which touchpoints align well with your brand identity?
- Does your brand have mobility or is it stuck in a category (and if so, why)?
- Is there a gap in the market that your brand could fill?
- How can your brand maintain strong identity and recognisability while modernising its positioning or refreshing its communications?
Answering these questions expertly informs how people view your brand compared to its competitors, providing you with a strategic edge.
Comparing Brands
How strongly do people associate different concepts with your brand?
We can determine which concepts associated with your brand differentiate you from your competitors and map out this landscape.
For example, we can assess whether your brand is perceived as more or less premium, modern or aspirational compared with its competitors. Additionally, we can evaluate how your communications affect the strength of these associations and attitudes towards your brand.
Brand Identity
We can explore the distinctive assets of your brand (ranging from but not limited to symbols, fonts, the wordmark, design finishes, and colour schemes) as well as asset combinations. By supplementing implicit insights with open response questioning and AI-driven thematic analysis of the responses, we’re able to provide richness into what exactly people see in some of the key assets that are being explored.
We can help you to understand the intrinsic knowledge and key elements that contribute to your brand’s positioning, while also identifying less known or detracting factors.
Mindlab provides majorly credible and trusted studies to validate our packaging designs. They understand our business and the analysis we need. Their process is more consultative; it is great that we can work collaboratively together. We have a real understanding of their processes and we trust the methodology used to test consumers.
Senior Consumer Planning Manager, Diageo
Seen what we do but wonder who we do it for?
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