Types of Research

While no two research projects are alike, we've listed here some of the major research areas along with studies and tests that often fall under these categories.

    • Exploratory studies

    • Attitudinal studies

    • Cultural studies

    • Consumer trend/lifestyle trend research

    • Shopper insight studies

    • Brand positioning and repositioning evaluation

    • Brand differentiation research

    • Brand equity exploration

    • Brand perception research

    • Corporate image testing

    • Market segmentation research

    • Target/strategic value consumer identification

    • Market opportunity, market position, and competitive research

    • Concept development and refinement studies

    • Ideation and creative development testing

    • Character development

    • Movie and TV show concept development

    • Product testing

    • Usability testing

    • In-Home product usage research

    • Product life cycle mapping

    • New product development research 

    • New product opportunity research

    • Diagnostic and problem detection studies

    • TV commercial testing

    • Print advertising testing

    • User experience testing

    • Packaging testing

    • Message development

    • Promotion testing