3 Research Tactics Every Leader Should Be Using
So you've bought into the idea: consumer research isn’t just for validating campaigns—it’s the foundation of a strong, strategic brand. (Not sure? Read our previous post.) But what does that look like in practice?
You don’t need a sprawling insights team or a million-dollar budget to get started. The most effective marketing leaders use focused, thoughtful research to build brands that resonate and to lead with more clarity, confidence, and impact.
Here are three research moves that will sharpen your brand:
1. Learn the Language Your Customers Already Use
Your brand doesn’t exist in a vacuum. It lives in the minds and words of your customers. Understanding how people describe your category, your competitors, and your value makes your messaging more precise and persuasive.
Try this: Conduct a handful of open-ended interviews or digital diaries. Ask people how they describe your product to a friend. What stands out? What’s missing? This language becomes the raw material for sharper positioning and stronger creative briefs.
2. Map Emotions Across the Journey
Strong brands connect emotionally, not just functionally. But different moments in the customer journey spark different emotions—confidence, anxiety, delight, hesitation. Mapping these gives you insight into where your brand can show up in more meaningful, motivating ways.
Try this: Pair qualitative interviews with post-purchase surveys to uncover the highs and lows of your customer experience. Where do people feel excited? Where do they pause or pull back? Use that emotional intel to guide messaging, tone, and design.
3. Pressure-Test Your Brand Positioning
Even the best internal strategy needs external validation. Before you commit to a brand refresh or new messaging, make sure it resonates with the people who matter most. Does it feel authentic? Does it differentiate? Does it stick?
Try this: Draft a few versions of your brand story—think headlines, taglines, or moodboards—and test them with target customers. Small-scale qualitative feedback can reveal big opportunities to refine your approach.
Insight-driven brand work doesn’t just strengthen the business—it strengthens your leadership. When you can clearly articulate what your brand stands for, why it resonates, and how it drives value, you lead with more confidence. Your team gets aligned. Your creative gets smarter. Your strategy gets buy-in.
Strong brands don’t happen by accident. They happen because someone asked the right questions and listened carefully to the answers.
Need help getting started? Let’s talk.
