Brand Research.

With proven and innovative methods of brand research we offer you valuable insights.

Quantitative, detailed, fast

Brand research for your brand success

Whether it's a big brand, a small brand or a special brand: Well-founded brand research provides great benefits in controlling brand success.

The data gained from brand research form the basis for marketing decisions and serve to develop a sound brand understanding. Strategic and operational measures are derived from the results and their intended success is reviewed.

With us you have a professional partner for your brand research, who accompanies you from the design over the data collection up to the analysis, without giving partial performances out of hand. We have sufficient expertise in brand research and our own panel of survey participants in over 70 countries for high quality and accurate data collection.


We concretize the questions with you and work out a questionnaire or choose a suitable and proven method. Together with you, we will identify the target group to be surveyed (for example a representative sample or people with certain consumption habits).


We will recruit the sample from our Online Access Panel, either population representative or according to your quota specifications. The survey can take place in one country or as a multi-country study in more than 70 countries. We are available for one-time surveys and tracking studies


We analyze the data obtained, derive options for action as required and prepare the data in meaningful graphs with which you can work with. In addition, we can provide you with the data as a data set and table book.

Our solutions for your brand research

As a market research institute, we provide you with deep and valuable insights into various aspects of your brand, target group and competitive environment. As part of brand research, we offer different "out of the box" tools as well as individual solutions. What matters is that the research approach fits your brand and provides the maximum benefit.

Brand Awareness

Brand awareness

In query about brand awareness, especially unsupported and supported awareness of one's brand and that of relevant competitors are queried.
Brand Image

Brand Image

To determine the brand image, characteristics of a brand are measurably displayed. Their characteristics are compared to those of the competitors.
Brand Positioning

Brand Positioning

With the analysis of brand positioning, brand awareness, brand image, brand usage, loyalty and potential are measured and compared to the competitive environment.
Brand Funnel

Brand Funnel

The Brand Funnel provides quantitative and qualitative information about the composition of the target audience at every stage of the buying process.
Brand Driver

Brand Driver

The brand driver analysis shows in detail why and in which stages of the buying process consumers jump off or are taken to the next step.
Brand Competition

Brand Competition

The action relevance matrix shows in comparison with competitors, if strengths and weaknesses exist, while taking into account the relevance of the purchase process.

In each case the survey is conducted via our own Online Access Panel, in which consumers of over 70 countries worldwide and from all conceivable target groups are registered.

Individual solution desired?

You need an individual solution for your brand research or you have a question? Contact us and we will find a solution.

Our professional service is your benefit.

  • High data quality
  • Very good accessibility of special target groups with low incidences
  • Organizationally smooth handling with a permanent contact
  • Excellent value for money
  • Short field times and thus fast project handling and fast data delivery
  • Our own global online panel, which is constantly being expanded
  • Long-term partnerships with our clients


Efficient brand research

We offer you insightful brand research along the entire buying process. At each stage of the buying process, we will illustrate how the target audience is composed, how brand awareness, brand image and brand value are constituted in your and your competitors' brands, and where is room for improvement.

Initial situation of the purchase process

key issues in the stages of the brand funnel
Our brand research is based on the typical buying process. With the brand funnel (also Purchase Funnel) the entire buying process can be clearly illustrated.

Brand funnel analysis

Quantification of the stages in the purchasing process
With a brand funnel analysis the composition of the target group can be described quantitatively along the entire purchase process.

Loss rates in the purchase process

Quantification of transfer rates
Markentrichter Verlustraten Kaufprozess
A look at the loss rates shows at which points and in which stages of the purchasing process potential is lost. This will provide valuable indications for marketing.

Brand Funnel Competitive Comparison

Comparison of transfer rates with competitors
Wettbewerbsvergleich Markentrichter
A competitive comparison of the transfer rates across all levels of the Brand Funnels shows in detail how the target group is composed in the own brand and the competitors at every stage of the purchasing process.

Brand Image

Dimensions of brand benefits
Markenimage und Markennutzen
A holistic analysis of the brand image provides detailed information about the brand's benefit. The image attributes can be determined by qualitative methods and then be quantified.

Brand Image Competitive Comparison

Quantitative comparison of the brand image
Wettbewerbsvergleich Markenimage
A competitive comparison enables the illustration and comparison of individual elements of the brand image. Thus, gaps and starting points can be determined quantitatively.

Brand Driver

Brand driver analysis in the purchasing process
A brand driver analysis allows for an identification of the factors that influence a transfer to the next level and why consumers jump off. Thus, brand attributes can be analyzed with regard to their impact on transfer rates.

Brand driver Competitive comparison

Quantitative comparison of brand drivers
Wettbewerbsvergleich Markentreiber
In a competitive comparison, strengths and weaknesses can be illustrated along relevant brand attributes. This allows gaps in brand drivers to be quantified and analyzed.

Brand Attributes

Analysis of the importance of brand attributes
By contrasting the importance and strengths / weaknesses of the brand attributes in the purchasing process, strategic options can be derived.

Net Promoter Score

Net Promoter Score
The Net Promoter Score is a simple and comparable measure for referral. The Net Promoter Score enables you to identify customer satisfaction, loyalty, repurchase intent, and readiness to recommend.

Our global Online Access Panels

We support you worldwide in your market research with our own high-quality online panels. We have access to interesting target groups from the B2C and B2B sectors. We look after you professionally from the conception over the execution and - if desired - up to the analysis of the obtained data.

With our online access panels, we provide access to consumers in over 70 countries. The size of the country panels varies, but they all have one thing in common: a high quality.

Consistently high quality in our panel

The data quality that can be achieved with a survey via an online access panel depends, aside from a methodologically clean questionnaire and the sample, on many different factors. In order to meet our own high standards, we ensure our quality in all stages and leave nothing to chance.
  • Panel Recruitment

    Participants in our online surveys are registered members of our online panels and .

    The panelists are actively and passively recruited through various channels such as telephone promotions, advertisements on the Internet or in newspapers, referrals, PR contributions, etc. We dispense with affiliate-driven channels, as the quality of these panelists is poor and nearly exclusively monetary driven.

    Each participant registers completely voluntarily and is not misled into making false promises to register.

    A geo-IP check ensures that the participant is actually in the country where he claims to be.

    Each participant must validate their e-mail address to submit survey offers.

    After registration, the participants will receive suitable surveys either via e-mail and / or app directly on their smartphone. Geo-IP-Check also validates the location in the right country.

  • Panel Care

    Participants receive a small remuneration as an incentive and appreciation. These can be paid out via PayPal. We do not work with non-transparent points systems, coupons or competitions as an incentive to participate.

    The profiles are maintained regularly: on the one hand, the participants are asked to update existing data. On the other hand, new attributes are always included in the profiling in order to ensure the widest and deepest possible sample selection.

    In case of persistent inactivity or quality defects, the profiles of the participants will be deleted. This allows us to predict response rates very accurately and to estimate to what extent we can support our clients with very specific requests.

    Attendance and withdrawal behavior of participants is monitored to detect fraudulent behavior. In case of abnormalities, the participant is excluded from our pool.

  • Field Phase

    Self-selection is excluded in our surveys. Participants are actively invited to the survey and can only participate in this way. In doing so, we do not inform the participants in advance about the topic of the survey. We avoid survey junkies by only occasionally inviting participants to polls.

    The quality of the answers will be checked during the field time (and not only afterwards) and any bad cases will be deleted. In the process, certain points in the questionnaire are checked for contradictions or implausible statements. Only clearly deficient cases are removed; there is no interference with the data integrity.

    As part of the surveys, we regularly include several quality questions that can only be answered if the participants have conscientiously read the survey.

    The actual location of the respondent is verified by the IP address. Furthermore, a multiple participation over different profiles is excluded by cookies. If panelists fall through our quality grid, they are excluded from the panel.

  • Data Quality

    After the end of the data collection, the data set is examined for poor response behavior such as pattern, processing time, etc. The algorithms used are up-to-date and are being continuously developed.

    We work on the motto "data quality and panelist quantity," and that pays off for us and our clients. Our high quality standards from recruiting to the continuous and careful maintenance of our panel by our qualified team are impressive: we have above-average response rates and a high degree of commitment from our participants.

    This results in an answer quality that meets the highest demands and is therefore a solid basis for successful market research projects of our customers.

How can we enrich your brand research?

We are happy to support you in your brand research. Feel free to contact us or call us so we can talk about your project and our support in your market research project.

We are a member of the worlds most important Market Research association.

Barmbeker Str. 7a
22303 Hamburg

Phone: +49 40/69 45 366-0

Stay in touch and register for our newsletter containing interesting studies and exclusive offers:


Barmbeker Str. 7a
22303 Hamburg

+49 (0) 40/69 45 366-0


Contact us

© 2023 SPLENDID RESEARCH GmbH | Market Research made in Hamburg