Brian Rafferty, Siegel+Gale’s global director of Customer Insights, explains how research provides brands with the knowledge to make fact-based decisions that move the marketplace.

Utilizing research to create compelling brand experiences

Brian Rafferty, Siegel+Gale’s global director of Customer Insights, explains how research provides brands with the knowledge to make fact-based decisions that move the marketplace.

Global Director of Quantitative Research Rolf Wulfsberg describes EyeOpener™, a proprietary tool that discovers how consumers really make decisions.

Measuring true decision drivers

Global Director of Quantitative Research Rolf Wulfsberg describes EyeOpener™, a proprietary tool that discovers how consumers really make decisions.


Research

Smart business decisions are rooted in facts—about your market, about your audiences and about your organization. Our research practice uses methodologies and techniques tailored to your unique needs to reveal actionable insights.

Brand architecture research

Get the customer insights you need to redesign or validate your brand architecture. We shed light on how consumers organize information, and how they relate brands and products to one another. From this research, we determine the optimal way for you to organize and communicate your product portfolio.

EyeOpener™

When it comes to choosing between brands, learn how people really make up their minds. EyeOpener shows you which of your brand attributes matter, and how you stack up against the competition.

SimplicityLab™

Measure the effectiveness of your words and the impact of your images. SimplicityLab tests your communications for comprehensibility, clarity, freshness and consistency with your brand.

PinPoint™

Find out where your brand does its best work. PinPoint ranks the impact and importance of each of your brand's touchpoints, identifying which drive customer loyalty—and which detract from it.

EnGage™

Determine how to improve employee engagement and brand alignment. EnGage measures what your employees know and believe about your brand, and identifies what you can do to create brand champions.

CrowdWise™

Discover what people are saying about your brand and why. CrowdWise monitors real-time, online mentions for insights into customer experiences across touchpoints and analyzes how well they impact the perception of your unique brand.

Video diaries

Uncover deeper insights by observing people over an extended period of time. Video diaries shine a light on your customers’ lives, and give you a raw, unmediated look at their most genuine thoughts and actions.

Visual equities research

Develop a fact-based management process for your visual identity. The visual elements that contribute to any identity system—logo, color palette, typography, graphic motifs and imagery style—can either support or detract from your desired positioning. We use visual equity research like a mirror—to reflect how people really see you—so we can objectively tell you what’s working and what isn’t.

Biometric monitoring

Seek the holy grail of research: the difference between what people say and do, and what they really feel. We use cutting-edge functional MRI technology to map brain activity and reveal people's true feelings about you and your competitors. Learn whether your customers are making an emotional connection to your brand, which emotions are triggered when they think of you and if the associations they make are deep and genuine.

Online bulletin boards

Validate your evolving brand strategy and messaging with an iterative dialogue. Bulletin boards allow us to determine which proof points are most compelling and believable—and which expressions truly set you apart. Using heatmap technology and detailed probing, we test your language in real time, discovering precisely what feelings and perceptions are elicited by different words and phrases.



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Meet the Research team.

Our experts apply the latest methodologies and proprietary tools to help you make better brand decisions.

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