Research & Insight

Brand Research & Business Insight.

Don’t stay in the dark when it comes to your brand insights. Understanding and cultivating your brand insights will act as a gateway to predicting consumer trends, and ensure you stay one step ahead of the competition.

At BGN, we can help you to truly understand your brand and position in the market with our brand insights, then implement a brand strategy moving forward that is based on a combination of data-driven brand research and our creative flair. How well do you understand your target audience? Are they optimally engaging with your brand, resonating with its purpose and delivering expected commercial results? Collecting brand and business insights internally can be time consuming for a business, hence why working with a business research agency can streamline this process.

Research & Insight

Here at BGN, we work with businesses to harness the information from brand research, with a focus on competitor and customer insights, to implement effective new campaigns and inherently deliver better ROI’s. Understanding the existing market dynamics and consumer behaviours through evidence based analytics helps to support your brand's successful decision making.

Assessing current performance metrics allows for strategic brand research into what is working, and what needs to be improved. Skewed estimates based on rough analysis is not enough to compete in saturated marketplaces, especially with constant consumer trend changes. To stay competitive, businesses need to stay on top of their brand insights and make calculated changes based on fact-based data. As a leading brand research and insight agency, we will help you do just that.

Creating or elaborating on your business insights will reveal a deeper understanding of your target market's activity, competitor behaviours, consumer interaction, and much more, to help with brand innovation and growth. We will support you in utilising this data to your advantage and pave the way for sustainable growth for your business. 

Breaking Down Brand Research & Insight


Qualitative insights are one of the key metrics to consider when evaluating brand insights. Whilst quantitative data may seem more robust, qualitative data looks into the emotional understanding of your brand and perceptions from your audiences. Qualitative insights give a deeper knowledge of your target audiences, communications, and also your brand's position. We can collect and analyse your qualitative brand insights in a number of ways. From monitoring online discussions to setting up focus groups, a qualitative analysis is part of our overall objective to collect meaningful insights.


Quantitative data about your brand, competitor and customer insights is also essential to consider. We look at quantitative information as a tool to measure behaviours and implement data-driven change once all insights have been assessed. From website analytics to market segment analysis, quantitative data paves the way for systematic change when trends are accurately identified.

TGI Analysis

TGI (target group index) analysis provides a detailed view of audience engagement and interest based on data collection. This is a powerful tool for collecting customer insights, pinpointing their demographic profiling and requesting valuable information that will help to steer your brand in the right direction. Extensive filters can be applied to brand research groups in order to focus on your niche segment of target consumers. With this, you can gain a deeper understanding of your key consumers and target audiences, with a clearer picture of what they are looking for and the best way you can deliver this information.


As part of your brand insights, we will also assess the semiotics of the brand and how your audiences engage with them. Signs and symbols play a crucial role in communicating your brand's message, whether your audiences acknowledge this consciously or subconsciously. Assessing your current semiotics, in your logo, packaging, typography and more, we can determine how these visual cues resonate and make an impact on your customer insights.

Trend & Cultural Analysis

Brands that can adapt to the changes in trends and regularly review their cultural analysis are automatically in a stronger position. We will assess trends and cultural analysis within our brand research to ensure that your current branding aligns with any significant cultural changes, whilst also making sure that it stays relevant with changing interests within the industry. Brands that can grow with their audiences will stand the test of time. Staying innovative during times of change is quintessential in successful branding.

Customer & Consumer Insights

Customer insights are the bread and butter of an effective brand analysis. Understanding your customer's behaviours, preferences and demographics will support you in tailoring your branding and marketing in a way that will connect with them most effectively. Learning your customers' insights will support you in strategically tailoring your message, and drive the development of improved products and services ahead of when your customers are looking for it most. We can then support you in creating a strategy and implementing these changes, from your visual identity through to web development.

Our Brand Research Services

As with any of our processes, we always start off with thinking before doing.

Brand research

Our process is split into four stages, starting with a deep dive into your company culture. This usually takes the form of a brand research workshop where we map out your values and discover what makes you unique from existing brand insight.

Customer insight

Next, we break down your audience with customer insight, and your competitors through competitor insight, pinpointing where your business sits between the two. We do this by accessing genuine customer data related to your service and pairing that with the information you provide.

Roadmap of success

Then we configure how you can be better equipped to address the needs of your market, and create a roadmap of success in pulling these target customers towards you.

Plan for change

Finally, we combine all the strategic insight, brand, customer and competitor, and solidify a plan for change through marketing your services correctly and growing sustainably. We can then support you in implementing these changes, from your visual identity through to web development.

Brand Insight & Research FAQs:

What is brand insight?

Brand insights are a crucial part of the branding process as they will help you to make more informed decisions later on. Brand insight is all about how well you understand your brand and how it aligns with the needs of your target audience and differentiates itself from competitors. Brand insight is more of an umbrella term for many aspects of the branding process as it covers everything from brand perception and awareness to brand values and its mission.

Brand insight can, in turn, be used for a range of factors such as improving customer satisfaction, aligning the needs of your customers with your brand as well as helping with competitor insight by understanding what you need to be doing differently compared to your competitors.

Why is brand insight important?

Brand insight is important for a number of reasons, but the more you know and understand your business and industry, the better prepared you are. We specialise in collecting brand data and turning it into a solid strategy. Here are just some reasons why brand insight is essential to your business:

Helps to improve your brand health:

By having solid insight into your brand, you can determine the strong points of your business as well as the weak spots that need improving. Through brand research and improving the areas that need some extra attention, you are setting yourself up for long-term success.

Aids in preparing for the future:

It is always important to think of the future with a business, and having brand insight can aid in this. If you hope to offer consistently great products or services, you need to understand where your brand aligns with your customers and understand their needs to cater to them.

Aids the creative flow of your business:

If you want the very best from us in terms of design and brand guidelines, then we need solid brand insight to aid us with this. Through this, we will have an intricate understanding of your brand's performance and the direction to go for the creative process.

What is competitor insight?

Competitive insight is a key part of brand insight as it revolves around how well you understand your competitors and how your business aligns with the business landscape. We gain competitor insight by tracking your competitor's online activity, which we then analyse and learn from. In most cases of competitor insight, we understand what competitors are doing and planning which involves strategic insight to transfer into your business strategies. Whether this is something they are doing well or something they are not, all this information will allow you to get ahead of the game by improving what they are doing poorly.

Why are competitor insights important?

Competitor insight is important for a number of reasons, it helps you to first identify who they are and then it helps to determine what they are doing well with and also what areas you can improve for a competitive advantage. Here at BGN, we can perform thorough competitor insight by determining who your direct, indirect and substitute competitors are. For this we will look at what service they provide, the audiences they are targeting and whether they are operating in a similar manner.

Direct Competitors: Direct competitors are those who provide the same product or service and are aimed at the same target audience and customers. They also have the same goal of expanding their market share and making profits.

Indirect Competitors: Indirect competitors are very similar to direct competitors in the term that they sell the same product or service. The difference is that they have alternative end goals for the future. For example, they could be trying to solve a different problem or be more sustainable.

Substitute Competitors: Substitute competitors are those who offer a product or service to your customers that you provide too.

Once competitor insights have identified these, it gives us a good understanding of what we should be targeting and pivoting within your business.

What to identify with competitor insight?

As a leading branding agency, we understand the importance of being thorough with competitor insight before going through the branding process. Once we understand who your competitors are, we will then delve deeper into them with the 4Ps.

Product: The first stage of this brand insight is to compare the products or services they offer compared to your brands. We will look at such factors as what features are included, what appeals to customers, what areas need improving as well as what they are doing well in order to replicate.

Pricing: Next we delve into the price point of your competitor's products or services against yours. Does their process vary from different channels? Do they offer discounts? Does the price reflect the quality they offer?

Place: This is an essential area to look into as it will help to determine the type of branding the business needs. Are they a brick-and-mortar type of store, or do they sell their product or service mostly online? Do they have partnerships with retailers, or are they bespoke? These answers offer a lot of brand insight that can be the building blocks to your brand's success.

Promotion: This is also an important part of your strategic insight as it shows how your competitors get the word out about their product or service. What are their advertising channels, what areas of the business do they emphasise, what are their USPs, are they using motion design in their promotional materials and what do they try to portray with their brand story?

What are customer insights?

Customer insights, also known as consumer insights, are a collection of trends that your customers portray with their behaviour, your data and their feedback. These customer insights combined help your brand to have a deeper understanding of your competitors and their needs for you to target them and cater to their needs better. Quantitative and qualitative data are both essential for consumer insight as we need both to create a solid strategy and target the right audiences. This data allows us to understand their pain points, and where your brand can help with these and get the message across.

In need of direction?

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