Online Brand Discussion™ is a customized qualitative research tool where a moderated online session (25-35 minutes) includes a specific target audience who participates in a scripted discussion about a particular product, brand or service. The objective of this research is to explore the feasibility of new product ideas as well as obtain feedback on perceptions and awareness of current products, brands and/or services. Depending on the objectives of the study, Brand Institute may use the results of the online Brand Discussion to create questions for a much broader audience in a follow up quantitative research study. The Online Brand Discussion model can also be useful for clients to generate ideas and/or feedback from the internal groups or employees. Examples of research could involve drafting, crafting and or exploring key concepts for product positioning statements, collateral or sales material or mission statements, etc.
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