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Carefully Screened Respondents + Skilled Interviewers = Uncommon Insights

The BHG research team is well-trained to uncover the emotional triggers driving brand selection and adoption behavior.

Our philosophy for brand success is founded on the belief that insight into human emotion is the key to competitive advantage. Our researchers seek to explore how the brands we represent create special meaning in the customer’s or prospect’s life. We specialize in one-on-one, in-depth interviews and small group discussions, which can be conducted in-person or online. No matter the venue, we use projective techniques, team exercises and skilled probing to reveal the underlying emotional reasons an individual selects and adopts a brand. Our process involves:

Approach

  • Careful screening of interview candidates
  • Creating a discussion guide and stimulus materials to evoke meaningful conversations
  • Recording and transcribing interviews
  • Analyzing for stated and hidden meaning

Methodology

  • Conducting one-on-one, in-depth interviews
  • Organizing/facilitating small insight group discussions, online or in-person

Insights

  • Identifying the emotional need state of the highest-potential audiences
  • Determining archetypal meaning as the foundation for brand story creation
  • Surfacing rational reasons for purchase
  • Prioritizing and refining messages, imagery and propositions

Let us develop a custom research design to meet your business and branding needs.

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