graphic style

qualitative research

A market research methodology that aims to understand human behaviour in a market context by observing interactions with sample audiences.

brand awareness

The degree to which a defined audience can identify a brand, as well as their familiarity with its unique promise and other messaging.

quantitative research

A market research methodology that aims to understand human behaviour through collection and analysis of data.

brand value proposition

market position

A company's place in the market in relation to its competitors. Position can be ranked by various factors.

brand preference

A strong preference for one brand over another, typically demonstrated by purchasing habits.