Merkonderzoek: drie tips bij het meten van brand growth

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Merkonderzoek helpt je bij het bepalen van de gezondheid van je merk. Wat zijn de kansen, bedreigingen en waar zit de groeipotentie van je merk? Wanneer je begint met merkonderzoek, zijn er een aantal aspecten waar je echt even over moet nadenken. Blauw geeft 3 tips om met merkonderzoek aan de slag te gaan.



1. Meet het onbewuste


(Markt)onderzoekers komen er steeds meer achter dat gedrag van mensen grotendeels onbewust gestuurd wordt. Consumenten zijn lang niet zo rationeel bij het nemen van beslissingen als we denken. De reden om te kiezen voor een product of dienst is vaak niet zo weloverwogen, maar gaat veel vaker vanuit gevoel en intuïtie.

Impliciete Associatie Test (IAT)


Om erachter te komen hoe het koopproces van jouw doelgroep verloopt, moet je dit automatische, intuïtieve denken blootleggen. Deze manier om merkgroei te tracken noemen we: impliciet meten. Tijdens deze meetmethoden krijgen respondenten minder de kans om over hun antwoorden of handelingen na te denken. Ze reageren zoveel mogelijk primair.

Deze vorm van merkonderzoek zet je in wanneer:
  • je de beleving, sfeer, gevoel en emotionele associaties bij een onderwerp, een merk, product wilt achterhalen
  • je exact wil weten welke positie jouw merk, product of dienst inneemt in het hoofd van de consument

2. Eerst verkennend onderzoek, dan pas toetsen


Wanneer je al langer bij een organisatie werkt, zie je niet altijd meer de kansen en groeimogelijkheden van je merk. En wanneer je met je eigen team een brand tracker of media-instrument samenstelt met eigen marketeers of media-adviseurs, ontstaan blinde vlekken.

Meer weten over branding? Bekijk onze gerelateerde merkopleidingen.


Merkonderzoek gaat vaak periodiek. Elke maand of elk kwartaal wordt er met een brand tracker gemeten hoe het merk ervoor staat. Maar doe eerst eens een stap terug en kijk weer met een frisse blik naar je merk. Daar vind je vaak de eyeopeners.

Wist je dat consumenten amper bezig zijn met merken?


Hersens zijn gericht op efficiency en het voorkomen van keuzestress. Consumenten moeten je merk herkennen en koppelen aan een specifieke koopsituatie. Het herkennen van je merk doen ze op basis van ‘Distinctive brand assets’, dit zijn merkelementen zoals kleuren en font van je logo, maar ook bijvoorbeeld een jingle. ‘Category entry points’ zijn de situaties waarin mensen aan een merk zouden moeten denken.

Om tot een overzicht van deze merkelementen en koopsituaties te komen, kun je kwalitatief onderzoek inzetten. Interviews of focus groepen met klanten en niet-klanten, of online communities rondom een specifieke productcategorie. Met technieken zoals: dagboekopdrachten, fotosort en verhaaltechnieken haal je de benodigde inzichten boven tafel.

Met verkennend onderzoek kom je erachter:
  • waar consumenten in het dagelijks leven mee bezig zijn
  • en ontdek je hoe je daar op kunt inspelen
  • welke merken ze kopen en waarom ze die merken kopen
  • hoe het hele proces van oriëntatie tot aankoop verloopt
  • welke triggers er zijn om te kiezen voor merk A, B of C

3. Staar je niet blind op korte termijneffecten


Er is een belangrijk verschil tussen je merk en marketing. Verkoop- en marketingacties zijn vaak gericht op de korte termijn, een merk bouw je niet in een aantal weken.

Zie je merk als een tanker die je op koers moet krijgen en houden. Het duurt een tijd om de juiste koers te bepalen, maar heb je alles eenmaal op de rit, dan wijk je daar ook niet zo snel meer van af.

Effecten van salescampagnes zie je veel sneller terug in de omzetcijfers, maar zijn niet altijd een voorspeller van de lange termijn effecten op merkniveau. Het heeft tijd nodig om een nieuwe geheugenstructuur aan te brengen. Hoe sterker de geheugenstructuren rondom een merk; des te beter scoort je merk (brand performance). Wanneer je naast je salesactivaties niet ook aan de emotionele connecties met je merk werkt, zakt het effect van activaties weg zodra je ermee stopt. Door korte termijn salescampagnes te combineren met lange termijn merkcampagnes, bereik je het beste resultaat.

Lees meer over branding of ga naar gerelateerde merkopleiding.


Auteur: Blauw Research. Of je nou in de FMCG-, de Finance of Healthcare sector zit, wij begrijpen hoe belangrijk het voor je is om te weten wat er in je klanten omgaat. Sinds wij in 1993 begonnen, bestuderen we al menselijk gedrag in verschillende markten en landen. Wij analyseren de informatie en zetten het om in kansen met als missie dat organisaties succesvol worden. Onze klanten kiezen voor ons vanwege onze passie voor en toewijding aan marktonderzoek. Die spark maakt samenwerken met Blauw speciaal.
NIBAA Institute

Dit is NIBAA Institute


NIBAA is een opleidingsinstituut gericht op brand management en merkstrategie en gevestigd te Utrecht. NIBAA leidt managers en executives op via diverse korte en langere merkopleidingen. NIBAA werkt met ervaren professionals, hoogleraren en vakdocenten.




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