Brand Experience Research – The Key To A Long-Lasting Consumer-Brand Relationship

Brand experience research is one of the fields of market research that a lot of people have the tendency to overlook. Similar to customer experience or CX, brand experience (BX) also focuses on customers and their experience towards the brand even before these people become customers. From how the brand looks, tastes and feels up to their mobile, website, and in-store experiences, it can affect how people perceive your brand as a whole. The data gathered from the research is key to having a long-term relationship with your customers. Pay no attention to their experience and you risk losing them in the long run.

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There are four main aspects or categories in brand experience: brand attitude, brand attachment, customer delight, and brand personality.

Brand Attitude
Brand attitude (BA) is the feelings that customers have when they see the brand. This metric tells the company what people think about the product or service – if it’s favourable or unfavourable, whether it caters to their need and more.
Brand Attachment
Brand attachment refers to the bond that customers have with the brand. If the customers only want to use this specific brand of soap, toothpaste or something else, then their attachment to the brand is very strong.
Customer Delight
Customer delight happens after customers have an interaction with the brand. Brands that surpass the expectations of customers end up garnering delighted and/or loyal customers in the end.
Brand Personality
Brand personality is a concept coined by social psychologist Jennifer Aaker, and it is comprised of five main components: sincerity, sophistication, competence, excitement, and ruggedness. Customers will value the brand with these five categories, which in total will form a personality for the brand.

BX Research: How We At Media Manager Conduct It For Clients

Brand experience research is a very qualitative process. Thus, a simple yet very effective question could be, “can you tell me some adjectives when you see this brand?” Through collected answers to this question, a researcher could conclude the first three categories of the brand experience (BX) process, which are the brand’s personality, attitude, and customer’s attachment to the brand. The last category, which is customer delight, can be calculated through similar methods of customer experience research. In total, this is how you measure the customer’s brand experience.

Although it’s recognised to be a qualitative process, there are still other ways of quantifying the whole process. One way to quantify is to ask customers to rate the brand in each of the categories. From there, the ratings are analysed by experienced researchers to come up with a conclusion. Analysis can be done through structural equation modelling methods that show the casual relationship between variables. It may sound like a complex process, but with the help of reliable market research firms, this can be completed efficiently.

Reasons For Companies To Run A Brand Experience Research

Numerous researches, such as one done by the University of Tehran, show that creating a positive brand experience would lead to an increase in customer loyalty and satisfaction. BX also attracts certain groups of people to one brand, as a study by Columbia University points out. For example, Nike makes people feel like athletes, and more active. Thus, people who want to be more active in life choose to purchase goods from Nike and stay loyal to the brand. All of these researches show that as long as a company can effectively provide a positive brand experience, it will help boost sales, increase awareness to the brand, and many more.

How Can We At Media Manager Help With Your Brand Experience Research Needs?

Companies may not see its importance yet, but BX research will be a great addition to how you study the market and customers. Foster a long-term consumer-brand relationship through brand experience research and let Media Manager take care of it for you.

The cost of our services will be calculated in a price range of S$10-100 per survey.

Having helped dozens of local and international brands, we at Media Manager are the perfect partner you’re looking for to cater to your market research needs. Reach out to us by filling out the form here. We can’t wait to hear from you!

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