It may seem more than a little insensitive to be talking about brand building in the situation we find ourselves in.
Historically, one of the biggest challenges of marketing has been getting to first base… getting noticed and onto peoples’ radar.
So with 80% of many organisations and businesses employees sitting at home furloughed, many are actively looking for things to engage and interest them.
It’s not a question of spending your way out of a recession, it’s more that brands have the opportunity to build for the longer-term through being seen as relevant and useful.
But in today’s environment, how do you generate the right insight necessary for brand building.
We’re seeing many clients switch research methodologies to use more tech enabled tools.
Whether it’s online focus groups, bulletin boards, creating mini-communities or depth interviews… the use of technology allied with creative techniques has meant qualitative research has never been more engaging for respondents and insightful for clients.
So the means are there, and we are already seeing evidence of brands building now, for the longer term.