Although there’s no question about the importance of performing research in order to create brand differentiation and relevance, traditional methods of collecting intel are no longer effective in delivering the depth of knowledge that today’s effective branding and marketing demand.

So, the big question isn’t why you should do it, but how.

How should companies conduct research so that they end up with meaningful and useful information that not only strengthens their brands but also improves their bottom line?

Download our Ultimate Guide to Better Customer Research to learn how your company can become unbeatable by conducting killer research.

For two decades, we’ve used this method as part of our brand development process, and there is not a single case where the core idea behind the brand concept didn’t come at least in large part from the deeper customer insight gained from our in-depth interviews.

Follow the process outlined in this guide to learn:

• How to plan customer interviews designed to deliver real customer insight
• What you need to know to develop the right set of questions
• How to select both the right interviewees and interviewers
• The secrets to getting in-depth, meaningful answers
• How to interpret all collected information so that you not only have data, but also insight