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People are our focus. We not only make motifs and needs visible for our customers, but bring them to life!
Continuously strengthening brands is a process that all our tools are geared towards.
Our market research and consultancy is based on the latest brand psychology and marketing research.
Research sometimes serves to safeguard, but often also to generate new ideas, to sharpen positioning and to find a ground breaking, new communicative direction. The current status of the brand management process in a company determines whether market research is useful in advance or whether it is better to initiate a consulting process right away.
© ifong / Shutterstock
Research & Consulting.
People are our focus. We not only make motifs and needs visible for our customers, but bring them to life!
Continuously strengthening brands is a process that all our tools are geared towards.
Our market research and consultancy is based on the latest brand psychology and marketing research.
Research sometimes serves to safeguard, but often also to generate new ideas, to sharpen positioning and to find a ground breaking, new communicative direction. The current status of the brand management process in a company determines whether market research is useful in advance or whether it is better to initiate a consulting process right away.
How K&A advises.
We advise so that our clients dramatically increase the likelihood of their brands becoming the best solution for their target customers in the respective contexts. Our consulting expertise can be experienced in our market research projects.
In addition, we accompany brand-strategic processes by means of flexible consulting formats:
- Employee-brand relationship
- Brand Check: Competitive Analysis
- Internal brand status analysis
- K&A Brand Workshop
- Brand expertise
- Trend workshop
- Pitch consulting
- Positioning workshop
- Context workshop
- Creative workshop
- Implementation support
- DesignThinking
Quantitative K&A impact and context research.
In addition to psychological insights, brand strategies also need a quantifiable foundation.
Everything about a brand communicates, whether commercials, virals, packaging designs, sponsoring or events. We examine the communicative performance of individual contact points for their effectiveness for brands. This is less about 'beautiful' advertising that we like, than about market-effective advertising that positively changes behaviour.
With the eMOT® approach, our market research decodes key emotional stimuli for a precisely tailored target group addressing in the relevant contexts …
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With CEP analysis, we localize the current relevance of contexts and the importance weight of individual products, services or brands …
The K&A BrandExperience® describes the actual state of a brand from the consumer’s point of view. It defines the status quo for currently perceived branding …
Method overview of quantitative image and impact analyses at K&A:
- K&A BrandExperience-Analysis (K&A BrandKey®)
- Image and brand status analysis
- K&A Need-GAP positioning analysis
- K&A BrandExperience Tracking
- Usage & Attitude Analysis (U&A)
- Purchase decision analyses (incl. bundle optimisation)
- Conjoint analyses
- Market segmentations (target group clusters)
- eMOT® concept test (communication, packing)
- Price tests
- Resonance Analyses/Testimonial Fit
- Context Analysis (CEP - Category Entry Point Analysis)
People - Target Groups - Industries.
K&A has been conducting research in numerous industries since 1984. Originally, the focus in the 1980s was on the FMCG segment, specifically Food & Beverages. Since the late 1990s, K&A has had a special focus on healthcare research. Currently, the digital sector is growing particularly strongly.
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