Corporate image research is the process of collecting and analyzing data on the perception of a given company by its customers, employees and the general public. The purpose of the research is to obtain information about a company’s strengths, weaknesses and the expectations of its stakeholders, which allows for a better understanding of the company’s situation and more accurate business decisions. Image research can be conducted using a variety of methods, such as interviews, surveys, focus groups or analysis of social media data.
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.