Branding & communication

By offering insight into campaign performance, brand positioning, and competitive dynamics, organizations can deploy communication more effectively and with greater precision. Below, you’ll find the types of research we cover in this category.

What Markteffect can do for you

We offer a broad spectrum of research services in this area, including:

Brand growth (Byron Sharp)
Insights in the mental and physical availability to help brands grow by reaching more buyers more often.

Brand tracker
Ongoing insight into the most important marketing KPIs (e.g., brand awareness, image, consideration) to monitor changes over time.

Campaign effectiveness measurement
Assess how effective your marketing campaigns are. Did they deliver reach, recall, message association, brand lift?

Campaign pre-test
Before full rollout, test whether your campaign concept will resonate with your audience. Will it hit the mark?

Employer branding research
Explore how your brand is perceived as an employer, its reputation, attractiveness, and position in the talent market.

Brochure / flyer research
Understand how (marketing) printed materials like flyers, folders, and brochures perform how they attract attention, convey information, and drive action.

Brand image research
Find out what your audience truly thinks of your brand, the strengths, weaknesses, associations, and emotional perceptions.

Brand awareness research
Measure how familiar your audience is with your brand name and what comes to mind.

Positioning research
Evaluate and optimize your position in the competitive landscape. How do you compare to others? What unique space can you own?

PR / Media Relations research
Gather insight into how your PR and media presence are perceived, what earned media is doing for you, and where opportunities lie.

Sponsorship effectiveness measurement
For brands investing in sponsorship (events, organizations, media), this research helps assess the return and alignment of sponsorship with brand goals.

Baseline measurement
To fairly assess campaign impacts, it's essential to establish a clean “before” measurement.

If your desired type of research isn’t listed here, check our other categories or feel free to contact us we’ll help tailor a solution.

Get insights for your branding & communication research

We combine strategic insight with empirical validation to help brands build preference and growth in competitive markets. Our research also reveals concrete improvements in reach, recognition, message effectiveness, and “ad likeability.”

Whatever your research question is, we’re ready to assist. We don’t just “you ask, we deliver” we first aim to fully understand your needs before diving in. By listening carefully, analyzing your challenges, and then advising, we ensure relevance. That’s what truly matters. With over 30 years of experience, we know the market inside out, which helps us empathize with what you need and deliver informed, tailored advice.

We use a well-tested methodology and put collaboration with our clients at the heart of our process.

Our view on branding & communication research (branding side)

• Targeted audience focus: We concentrate on the non-rejectors within a category to identify maximal brand development potential.
• Knowledge, attitude & behavior: Tailored research on what your audience knows, feels, and does with respect to your brand.
• Competitive benchmarking: We always position your brand within the broader market—looking at market leaders, comparable brands, private labels, local players.
• Image mapping: We combine functional and emotional brand attributes weighted for relevance.
• Actionable insights: Focused around category entry points, jobs to be done, and mental availability—aligned with your business goals.

Our view on branding & communication research (communication side)

• Effectiveness measurement: We evaluate reach, message recognition, brand association, and ad likeability.
• Benchmark in competition: Campaign effectiveness is always judged in the context of competing activity.
• Goal alignment: Our analyses emphasize your specific campaign objectives to maximize relevance.
• Multiple measurement moments: We employ at least two measurements: a baseline before the campaign and one during/after.
• Relevance & context: We present campaign materials in the correct media context to ensure realistic evaluation.

Discover what we can do for you

Get in touch with our specialists to discuss how we can make a difference for you. We’ll be happy to advise you on which type of research is best.