What is image research?
Image research is the targeted process of recording and analyzing the perception that consumers, partners and the public have of a brand or company.
It poses the question of how a company or product is perceived and what the decisive factors for this perception are.
The aim is to gain well-founded insights in order to strategically improve the brand image and promote trust in the brand in the long term.
Why is image research important?
A clear, positive image helps a company to stand out from the competition and creates an emotional bond with the target group.
A successful image is crucial for:
- Brand loyalty: consumers prefer brands they trust and have positive associations with.
- Competitive advantage: A well-managed brand image differentiates a company from competitors and positions it as a preferred choice.
- Risk minimization: Image problems and negative perceptions can be identified at an early stage and mitigated through targeted measures.
Methods of image research
1st method: Surveys
Using questionnaires, companies can directly record the perception of customers and target groups and ask about their expectations, associations and attitudes towards the brand.
2nd method: Qualitative interviews
- In-depth interviews:
In one-on-one interviews, companies gain deeper insights into the interviewees’ feelings and opinions about the brand. - Focus groups:
Here, small groups of consumers discuss the brand and provide feedback on associations and emotions they associate with it.
3rd method: Image tracking
- Long-term studies:
Companies regularly record the perception of their brand over time. This data helps to identify trends and evaluate the success of image campaigns. - Social media:
Monitoring mentions and comments on social media platforms provides insight into how consumers talk about the brand online.
4th method: Competitive analysis
Comparative studies show how your own brand is perceived in comparison to competitors.
5th method: Net Promoter Score (NPS)
The NPS is a simple, effective indicator for measuring the willingness of customers to recommend a company to others.
A high NPS indicates a positive image and high customer satisfaction.
Phases of image research
Phase 1: Planning
The objectives and focal points of the image research are defined:
Should strengths be emphasized or negative perceptions uncovered?
Target groups and research methods are also defined here.
Phase 2: Data collection
The survey methods, such as surveys, interviews or social media analyses, are carried out to collect qualitative and quantitative data on brand perception.
3rd phase: Analysis
The collected data is analyzed in order to obtain a comprehensive picture of public perception.
The most important drivers and factors influencing the image are identified here.
4th phase: Strategy development
Based on the results, companies develop strategies to improve their image, be it through marketing, communication or product adjustments.
Conclusion
Image research is an indispensable tool for companies that want to build and maintain their brand image in a targeted manner and adapt it to the expectations of the target group.
A positive image not only strengthens customer loyalty, but also creates a decisive competitive advantage.
Systematic image research enables companies to identify weaknesses at an early stage and react to them before they become a problem.
The insights gained help to improve the brand image in a targeted manner and secure customer trust in the long term.
