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Study of the image

Some tools to :

  • Analyse the position of a brand, or a trade name, in its competitive environment
  • Identify the values communicated by the image of the brand
  • Assess the ways of improvement
  • Understand the expectations of its publics

The qualitative image surveys define the global perception of the content of an image : strengths and weaknesses of the trade name, what is expected from a brand name.
These types of exploratory surveys, which often combine several methodologies, are used in all the strategic dimensions of the company, as much in-house as outside, image evaluation of a products or services policy, price evaluation, sales communication evaluation…

The key stages

Understanding and expressing the problem differently

  • Becoming familiar with the context
  • Assessing the market and the competition
  • Clearly define the objectives of the survey

Develop a methodology specifically adapted to the problem studies

  • Select the correct methodology for gathering the data : focus group, individual interviews, ethno marketing… Each tool can be used alone or in combination with another.
  • Define the different categories of respondent (new versus old, experts versus novices, frequent versus occasional…)

Drawing up the survey report : From analytical handling to the interpretative method

  • Rewriting the data
  • Coding the information
  • Data processing : lexical analysis, semiotic analysis
  • Interpretation of the results (factually and subjectively)

Kheolia’s competitive edge

  • An ad hoc approach to the problems, without taking sides or bias
  • A mastery of the methods of collecting information which is continuously improved
  • A thorough illustrated report which highlights a summary of the results, gives a synthesis of the key points, and a deep analysis with annexes.

Kheolia was totally involved in the qualitative survey that we entrusted them with. The objective of this survey was to better understand the motivations and the problems of our clients. The return and the presentation made to the Management Committee were very instructive and we won’t hesitate to use their services again if necessary.


Theophile Rouaud

Strategic Marketing Manager, Bouygues Batiment IDF

Kheolia has made a commitment to Esomar

Respectful of the ethical code in favour of good practices and consumer protection, Kheolia Institute has joined Esomar, the association for survey professionals which now has a worldwide coverage.


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