We feel strongly that when research is skillfully integrated into the
design process, it can contribute significantly to the success and
durability of an overall brand.
Whether the question is one of concept, "What should a new product or
service be like?" or one of evaluation, "Which package design will be most
effective in the marketplace?" Sutton Associates has the experience to
research these marketing issues. We employ a variety of qualitative and
quantitative techniques to help clients explore an idea, develop a concept,
and evaluate alternatives. Our research strategically helps clients to
refine concepts, enhance design, or gain consumer insights into product
features and benefits.
THE CORRECT IMAGE
Sutton Associates draws upon a variety of research procedures to accurately
isolate and evaluate the imagery communication elements of a brand or
BRAND COMMUNICATIONS ANALYSIS
Working closely with the client and the design team, we mutually agree upon
the key imagery attributes which must successfully be projected to clearly
and effectively position the product or company to the target audience.
Utilizing semantic differential-type scales to reflect each attribute,
consumers are asked to evaluate the brand or company's image. This
procedure enables us to measure both the direction and the intensity of the
attitude expressed by consumers.
Importantly, by measuring corporate/brand imagery in the absence of any
stimuli, we are able to isolate the strengths and potential weaknesses of
existing and/or new design(s) in relation to the corporate or brand imagery.
While branding programs vary in scope and objectives, our experience
strongly suggests that in a majority of cases, introducing research at
critical points helps to ensure that design solutions will achieve optimum
impact and effectiveness in the marketplace. We therefore, place a premium
on creative problem solving and on developing cost-effective research that
is thoroughly responsive to the individual client's needs.