Image Research

Your customers’ perspective on how well you perform as an organisation depends upon their expectations and how well you actually perform. Your attractiveness to customers and potential customers is to a large extent determined by your image and name recognition.

One of the most important aspects of image research or reputation research is the key question: who is the research targeted at? Should it focus solely on purchasing customers or also on those that provide you with advice? Should it focus on the Netherlands, Europe, the world or a selection of key markets? Should the research concentrate on the business side of things, or also include purchasing? Should the focus be on middle or senior management?

This then leads to the question of which markets have which image and how this image can be changed by means of strategic positioning, marketing communication and organisational performance. It is also important to determine which image matters most and who has this image. In other words, segmenting contacts according to markets, influence, position and competence is crucial.

The results of this research solution provides concrete guidance to ensure that the efforts you make are reflected in your name recognition and the image you want to project.