How Meaningful Brand Research is Done – And How It’s Not
Your research must be projectable for you to take the results of quantitative research to “the bank.’ That means your sample must be mathematically projectable to the whole audience within an acceptable margin of error. That kind of research forms the basis for all quality brand strategy development and can be used as a benchmark research study to measure the effectiveness of your brand.

Research methodology is important. How your marketing research is conducted is crucial. While we all continue to look for more cost effective ways to conduct projectable brand research, there is simply no acceptable substitute for the traditional telephone survey method. At Resultant Research, we insist that all of the research we conduct be projectable.

Research Methodology
To accomplish that, Resultant conducts double-blinded quantitative studies, which means that neither the respondent nor the questioner knows who is sponsoring the studies that might otherwise color the outcome. The lists of possible respondents is generated and called randomly utilizing an RDD sample methodology.

We use CATI (Computer Assisted Telephone Interviewing) systems, computers to automate the activities of the interviewing facility. The system controls the questionnaire, ensures random calling, rotates the questions to account for fatigue, and collects the data.

Many research companies make a litany of mistakes that only ensures the data will not be projectable or valuable in developing a brand. Many avoid random sampling, choosing online, email, mail or expert panel surveys which are self-selecting and, therefore, not projectable to the larger target audience. Online surveys, for example, are self-selecting because you only get results from those who would be most likely to fill out a questionnaire from an email request and go online to fill it out.

Focus Group Drawbacks
Resultant also does not recommend focus groups, which can be easily manipulated by both participants and moderators. It is not a scientific approach but rather an anecdotal one, and used by most companies to simply re-affirm what they already want to believe. In the end, focus groups mean nothing. Your brand is far too important for that. It must be supported by objective, projectable and scientific research.

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