Corporate image research

Corporate image research can be used in many different situations and purposes. Here are some examples: Evaluating the effectiveness of advertising campaigns: Image research allows you to see how a particular advertising campaign has affected a company’s image in the eyes of its customers and other stakeholders. Competitor analysis: Image research can help a company compare its image with that of its competitors, allowing it to better understand its position in the market. Creating a marketing strategy: Image research can help a company identify its strengths and weaknesses, as well as the needs and expectations of its customers, to help develop an effective marketing strategy. Improving customer relations: Image research can help a company understand what its customers’ biggest pain points are and what its stakeholders expect from the company. This allows you to take appropriate action to improve customer relations. Building trust: Image research allows a company to understand what the main concerns and doubts of potential customers are, which allows it to design activities to build trust in the company.

The process of implementing corporate image research can vary depending on the company conducting it and the type of research being done. In general, the process may include the following steps: Determining the objectives and research questions: to begin with, it is necessary to determine what information we want to get from the research and what questions we want to ask. Selecting a research method: there are many different research methods, such as surveys, interviews, focus groups, etc. You should choose the one that best answers the questions posed and meets the objectives of the study. Preparation of research tools: if we have chosen a method that requires interviews or focus groups, appropriate questions and questionnaires should be prepared. If we have chosen a survey, it should be prepared and checked for logical and grammatical correctness. Data collection: once the research tools have been prepared, they should be implemented and data collected. This may include conducting interviews or focus groups, sending out surveys, etc. Data analysis: once the data has been collected, it should be analyzed and conclusions drawn. This may include counting responses, creating tables and charts, etc. Reporting the results: at the end, a report should be created containing the results of the research and the conclusions that resulted from it. This report can be presented to the client or published in another form.

Methods for implementing image research Examples of methods: Surveys: this is the simplest and most common method of image research. It involves preparing a questionnaire with questions about the company’s image and distributing it to the appropriate audience. This can be carried out using paper surveys or via the Internet. Interviews: involves interviewing people who can influence the company’s image or may be able to provide valuable information about how it is perceived. They can be conducted both individually and in groups (known as focus groups). Observation: involves directly observing people’s behavior and interactions with a company or its products. This can be conducted in both natural and artificial environments (e.g., focus testing). Data analysis: involves analyzing data that is already available, such as statistics of visitors to the company’s website, number of complaints, etc. This can give valuable information on how the company’s image is perceived. Online research: various online tools, such as social listening, are increasingly being used to collect and analyze information about a company’s online image. Choosing the right method depends on the objectives of the survey and the questions you want to ask. It is important to choose the right tool for the specific situation and objectives of the study.