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The power of perception
At Fifth Ring, our brand and strategy development process is designed to move customers from common understanding through to action.
Although you may have a consistent view of your stakeholders’ experiences, perceptions and resonance with your brand, it can be beneficial to ‘sense check’ this with qualitative and quantitative research. The aim of this is to develop a true common understanding of your brand amongst your key stakeholders.
The benefit of this approach is that we can develop your strategy on the actual feelings and understanding of those critical to your business – and this more often that not will include your internal stakeholders, especially if your organisation is going through a period of change (e.g. acquisitions, restructures).
In cases like this, we use our Vision, Culture, Image (VCI) research model to verify the perceptions of key stakeholder groups, in relation to your vision, brand and service or communication strategy.
On completion the findings can be used either prior to a rebrand, in order to sense review your proposed plans, or following a rebrand to check your new brand has been received and whether perceptions are in line with your ambition.
We make sure that each research project is tailored to your individual needs and context. VCI Research is generally carried out through the use of a fixed number of in depth interviews with key contacts from:
A good spread of respondents from each group will give the most robust results in terms of the actual perceptions of your brand. Using a semi-structured questionnaire with three sections, covering vision, culture and image, the questions will be devised to reflect the ambitions, strategies and planned activities for your new brand.
Often the in depth results are backed up with quantitative research in the form of online surveys. These allow us to generate trends that can show how entrenched any views or experiences mentioned in the qualitative research really are.
Our research models have helped companies from multi-nationals to start-ups, and we believe that working with you we can achieve astute, accurate, actionable results that most importantly have a direct affect on your bottom line.
Although you may have a consistent view of your stakeholders’ experiences, perceptions and resonance with your brand, it can be beneficial to ‘sense check’ this with qualitative and quantitative research. The aim of this is to develop a true common understanding of your brand amongst your key stakeholders.
The benefit of this approach is that we can develop your strategy on the actual feelings and understanding of those critical to your business – and this more often that not will include your internal stakeholders, especially if your organisation is going through a period of change (e.g. acquisitions, restructures).
In cases like this, we use our Vision, Culture, Image (VCI) research model to verify the perceptions of key stakeholder groups, in relation to your vision, brand and service or communication strategy.
On completion the findings can be used either prior to a rebrand, in order to sense review your proposed plans, or following a rebrand to check your new brand has been received and whether perceptions are in line with your ambition.
We make sure that each research project is tailored to your individual needs and context. VCI Research is generally carried out through the use of a fixed number of in depth interviews with key contacts from:
- Employees
- Customers
- Media
A good spread of respondents from each group will give the most robust results in terms of the actual perceptions of your brand. Using a semi-structured questionnaire with three sections, covering vision, culture and image, the questions will be devised to reflect the ambitions, strategies and planned activities for your new brand.
Often the in depth results are backed up with quantitative research in the form of online surveys. These allow us to generate trends that can show how entrenched any views or experiences mentioned in the qualitative research really are.
Our research models have helped companies from multi-nationals to start-ups, and we believe that working with you we can achieve astute, accurate, actionable results that most importantly have a direct affect on your bottom line.