Insights

By illuminating how and why your key audiences make decisions in the real world, we build brand experiences that resonate both rationally and emotionally.

Our approach to research is to go beyond data to provide understanding and foresight.


The purpose of market research is to understand people. Traditional research approaches reduce people to isolated metrics and that is where they go wrong. We explore what really matters to people and how their values and behaviors drive the decisions they make in the real world.

Our approach is rooted in a deep understanding of the three forces that influence human behavior:

Personal

Emotions

Rational Thought

Cognitive Bias

Habit

Social

Hard Behavior

Cultural

Values

Environmental

Cues

Triggers

Priming

Framing

Think of emotion as an elephant and rational thought as the elephant’s rider; if they disagree, the elephant will always win. Brands must understand how to move both in a synchronized fashion. By illuminating how and why key audiences make decisions in the real world, we build brand experiences that resonate both rationally and emotionally by:

  • Employing a methodologically agnostic approach with a focus on choosing from an array of proven and innovative techniques to answer the business question
  • Applying interviewing techniques that allow us to dig deeply into consumers’ emotive and rational needs
  • Using quantitative and qualitative research designed to map both conscious and unconscious drivers of decision making
  • Translating research outcomes into a strategic narrative on which clients can take action

Brand Research

Brand Image and Equity

 

Brand Performance
Current health
Longitudinal tracking

 

Market Analysis

 

Employee Insights

 

Customer Experience Research
By mapping customer journeys, we help brands optimize their experience. The role of specific channels is defined in order to improve experience creation

Consumer Insights

Decision-making models
Journey mapping
User experience
Customer & employee satisfaction
Needs assessment

Segmentation

Dividing respondents into distinct groups based on similarity of preferences or characteristics:

 

Cluster Analysis
Identifies groups of respondents that exhibit similar response patterns.

 

Latent Class Analysis
Assess the probability that a respondent would belong to a particular segment based on their choices.

Market Analysis

Competitive analysis
Market mapping
White space exploration

Modeling and Analytics

Brand business case
Financial modeling
Brand valuation
Agent-based market simulation
White space exploration

Product Analysis

Concept testing
Product & service testing
Opportunity area exploration
Stakeholder needs assessment

Design Assessment

Physical
Logos
Signage
Displays
Packaging
Environments

 

Digital
Design
User experience

Communications Testing

Messaging concepts
Taglines
Publications & collateral
Advertisements & commercials

Page TitleBrand Research, Analysis & Insights | Monigle
Page Keywordsbrand analysis, branding research, brand insights, brand market research, brand image research, brand research agency, brand research firm
Page DescriptionBy illuminating how and why your key audiences make decisions in the real world, we build brand experiences that resonate both rationally and emotionally. Discover our approach to brand research.