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In the realm of brand research, the phrase “Well begun is half done” couldn’t be truer. Before you send out your first survey question or conduct your first interview, there’s a crucial step that sets the stage for everything that follows: setting clear, focused research objectives. This isn’t just a box to tick off; it’s the foundation upon which your entire research project is built. Objectives not only give direction to your research but also shape the methodology you’ll employ, influence the design of your survey, and dictate how you’ll interpret the data.
In this comprehensive guide, we’ll explore why objectives are indispensable in brand research, how to set them effectively, and how they can align with your broader business goals. Whether you’re a brand manager, a market researcher, or someone interested in understanding the nuances of brand research, this article will provide you with the tools and insights you need to set your research on the path to success.
Why Objectives Matter
Launching a brand research project without clearly defined objectives is akin to setting sail without a compass; you might move, but you’ll likely drift aimlessly, wasting time and resources. Understanding the ‘why’ behind your research isn’t just good practice; it’s essential for several reasons.