Types of Research

While no two research projects are alike, we've listed some of the major research areas below along with studies and tests that often fall under these categories.


Foundational Research

  • Exploratory studies
  • Attitudinal studies
  • Cultural studies
  • Consumer trend/lifestyle trend research
  • Shopper insight studies


Brand Research

  • Brand positioning and repositioning evaluation
  • Brand differentiation research
  • Brand equity exploration
  • Brand perception research
  • Corporate image testing
  • Market segmentation research
  • Target/strategic value consumer identification
  • Market opportunity, market position, and competitive research


Conceptual Research

  • Concept development and refinement studies
  • Ideation and creative development testing
  • Character development
  • Movie and TV show concept development


Product Research

  • Product testing
  • Usability testing
  • In-Home product usage research
  • Product life cycle mapping
  • New product development research 
  • New product opportunity research
  • Diagnostic and problem detection studies


Communication Research

  • TV commercial testing
  • Print advertising testing
  • User experience testing
  • Packaging testing
  • Message development
  • Promotion testing