Market research

Our  ‘tool box’ contains the classics of market and social research as well as state of the art methodologies. Our particular passion is developing special tools for specific questions.

Brand Core Analysis

Brand Core Analysis

Brand Core Analysis is an independent image research tool perfected by SINUS with the aim of managing umbrella brands and corporate communications.

SINUS Brand Core Analysis carries out comprehensive in-depth analysis of brand perception. It illustrates the subjective mindscapes and emotional worlds of the target groups and allows us to probe beyond standardized expressions of opinion, clichés and conventions. Brand Core Analysis results in the full disclosure of any factors, motivations and implications that may be  of relevance to brand perception. 

A psychological analysis of your brand using the SINUS approach will do the following:

  • CAPTURE AND EVALUATE THE CURRENT STATUS OF YOUR BRAND, AND SET OUT OPTIONS FOR DEVELOPMENT
  • TEASE OUT THE CORE VALUES OF THE BRAND AND THE CORE AREAS OF THE BRAND IMAGE
  • POSITION THE BRAND WITHIN THE RELEVANT COMPETITIVE ENVIRONMENT, i.e. DETERMINE THE BRAND’S POTENTIAL WITHIN THE INDUSTRY AND BEYOND
  • DETERMINE SPECIFIC AFFINITIES AND BARRIERS BETWEEN THE BRAND AND ITS CUSTOMERS/TARGET GROUPS
  • Answer the question as to the importance for the brand of brand presence, corporate design, brand name and corporate culture
  • Clarify the significance for the brand of (umbrella) brand communication, product advertising, company representatives, and reporting in media and social networks 

What we don’t do with our Brand Core Analysis is to deploy standardized survey techniques; nor do we prescribe thought patterns or categories. SINUS research takes a rigorous qualita-tive psychological approach and works with a combination of explorative, projective and creative techniques to capture deep-rooted levels of perception along with affective and pre- or unconscious components. In this way we are able to obtain conclusive results even from relatively small samples.

ADVERTISING EFFECTIVENESS RESEARCH

ADVERTISING EFFECTIVENESS RESEARCH

SINUS can look back on over 30 years of experience in marketing communications research, both pre- and post-testing. The key is to pose the right questions and define benchmarks in such a way that the results can be correctly interpreted.

Our broad, qualitative knowledge of target groups in terms of their esthetic sensibilities, lifestyles and value worlds is backed up with a standardized tool for advertising effectiveness research (print, TV, billboard/poster). It adds up those core dimensions with the strongest influence on the success of the advertising format to produce a total score: This allows us to compare advertising content on a superordinate level. Strengths and weaknesses are also revealed, which in turn sheds light on which levers to pull in order to boost advertising impact. 

Many media planners use the Sinus-Milieus® to set the ‘when’ and ‘where’ of advertising content. SINUS can also provide insights into the ‘who’, ‘what’ and ‘how’. We help you make optimal use of your advertising budget – via the proper channel and the right form of customer communication.

VIRTUAL DESIGN RESEARCH

VIRTUAL DESIGN RESEARCH

Hypotheses about the future acceptance of a product and its interaction with the brand image are derived mostly from surveying and observing the behaviour of respondents on being confronted with physical models at different stages of development and with different finishes. Virtual design research, on the other hand, offers perfected hardware and software with which it is possible to show detailed 3-dimensional and dynamic representations of test objects not yet existent in physical form; they can be displayed within any environment in order to explore perceptual processes and product experiences. Design research on a virtual basis could be described as ambulant, i.e. flexible in terms of time and space; if necessary it can also be embedded in respondents’ everyday life.

However perfectly finished a physical model might be, the observer still regards it as an object that isn’t yet available. A virtual presentation is able to depict the object dynamically in different realistic and vivid environments, thus ruling out any doubts about its actual existence. The incorporation of suitable objects of comparison allows respondents to get an accurate idea of relative size. 

VIDERE®

The ‘videre’ (virtual design research) method package at the center of SINUS Design Research offers an intelligent solution in this respect: The virtual presentation of products that don’t yet exist in reality but are embedded in proven methods of market psychology provides valuable insights into how potential customers experience and accept new developments . 

‘videre’ also debunks occasional reservations about design research exerting an anti-creative influence on the design process. To counteract this possibility, the designers themselves become directly involved in the survey in the form of a dialogue between laypersons and experts; this way it promotes deep insights into the expectations and visions of future buyers and users. 

Your contact for SINUS Design Research:
Timo Nowak, timo.nowak(at)sinus-institut.de

Product test

Concept tests

Customer Journey