Research for brands: why it’s important.

At Make Us Care, we understand the importance of research for brands when working on their branding; our insights power all of our creative work.

But what is research for brands, and why do we do it?

Customer research is an essential part of the process of creating a ‘CareBrand,’ this is a brand that we care about, that resonates with us, and that we go back to time and time again. To create such a brand, we need to understand our customers, their values, and what connects them to the brand. This is where research comes in.

At Make Us Care, we believe that the best insights come from having open and real conversations with people. While there is often a debate about the differences between qualitative and quantitative interviews, and we see the value in both, we’ve found that qualitative conversations with customers often lead us to the most insightful views into the hearts and minds of our customers. Through conversations that last between 30 and 45 minutes, we get to know our customers, their likes and dislikes, and the things that mean a lot to them.

Learn more about our approach to research here: Our research guide

The ultimate goal of research for brands is to find those “golden nuggets” of insight that can help us connect with our customers on a deeper level. For example, understanding a customer’s relationship with their family members or even their love for a particular type of music can help us tap into their psyche and create a shortcut to connection.

Why should brands care?

The answer is simple: without understanding our customers and being able to connect with them, we cannot sell our vision or the product we’re building. Research allows us to understand how people think and have our finger on the pulse, both in the context of our business and on a more human level.

Additionally, research can uncover insights and feedback that may not have been initially sought out but can lead to strategic decisions, product changes, and continued improvement.

In conclusion, research is crucial to building a successful and meaningful brand. By understanding our customers and what connects them to our brand, we can create a CareBrand that resonates with them and keeps them coming back for years to come. So the next time you consider skipping the research phase of your brand-building process, remember the value it can bring and the positive outcomes it can create.

Ready to get started? Here are some things you might want to know before starting a research project.