What to look for in a Brand Research Firm
The Idea in Brief
THE CHALLENGE
Balancing creativity and data-driven strategy is a common challenge when selecting a brand research partner. Agencies need a firm that enhances creative impact, while brands require insights that drive long-term growth and competitive advantage.
HOW TO MEET IT
Adopt a clear, step-by-step approach to evaluate potential research firms. Look for partners with a proven track record of amplifying creativity and delivering actionable insights that align with your goals.
THE ADVICE
Choose a partnert that understands your unique needs.
For Agencies: prioritize firms that inspire creativity, adapt to your workflows, and support fast-paced timelines.
For Brands: seek research partners with deep strategic expertise, strong cross-functional capabilities, and a focus on sustainable impact.
Selecting the right brand research firm is a pivotal decision for agencies and brands alike. Agencies need a partner that improves creative strategies with strong data insights. Brands want research that supports long-term growth and strengthens their competitive position. But how do you ensure a research partner meets these diverse needs?
At Qwerry, we've drawn on our experience with partners and clients to create a practical checklist to support your decision-making process. If you are an agency seeking a creative partner, or a brand team looking for strategic results, this guide is for you.
Here, we highlight the essential qualities of a great research firm and clarify the differences between agency and brand priorities.
1. Expertise in Brand Health and Market Drivers
Research is only as effective as the expertise behind it. Look for a firm with demonstrated skill in brand health tracking and category driver analysis.
AGENCIES:
Look for partners who provide insights that can inspire creative campaigns.
BRANDS:
Look for firms that provide actionable data to clarify your understanding of the market and how your brand is perceived.
QWERRY’S APPROACH:
Our methodologies analyze everything from brand health to the factors influencing purchase decisions, combining rigor with industry-specific expertise.
2. Commitment to Quality and Process
Precision starts with a repeatable, proven process. Strong firms ensure quality through research best practices while adapting methodologies to meet client-specific goals.
AGENCIES:
Consistency and speed are essential for integrating research into pitches or campaigns.
BRANDS:
Strategic alignment and data reliability are critical for informed decision-making.
QWERRY’S APPROACH:
We blend a consistent process with tailored solutions, ensuring accuracy and relevance at every stage of your project.
3. Data Storytelling That Inspires Action
Research should do more than present numbers—it should tell a story. A great partner doesn’t just deliver data; they translate it into insights that drive clear, evidence-backed decisions.
AGENCIES:
Research should seamlessly integrate into presentations, supporting the “aha moments” that win clients over.
BRANDS:
Insights need to translate into strategies that resonate across stakeholders.
QWERRY’S APPROACH:
Our storytelling expertise ensures data becomes part of a compelling narrative, designed to educate, inspire, and guide. We turn findings into actionable recommendations aligned with clients’ goals.
4. Advanced Tools and Holistic Integration
Modern problems require modern tools. A top-tier research partner uses advanced data visualization tools and integrates multiple data sources for a comprehensive view.
AGENCIES:
Interactive dashboards and real-time exploration tools can enhance your own process.
BRANDS:
Interactive dashboard and real-time exploration tools can help drive internal buy-in and get everyone on the same page.
QWERRY’S APPROACH:
We leverage cutting-edge platforms like Displayr for interactive reporting and easy sharing instead of static reports.
5. Adaptability to Unique Needs
Every client is different, and research must reflect that. Look for firms that offer both turnkey and bespoke solutions.
AGENCIES:
Look for firms with flexibility to support various timelines and budgets.
BRANDS:
Look for firms that can align with your specific market contexts and strategic goals.
QWERRY’S APPROACH:
From budget-friendly studies to fully customized research, we deliver methodologies and insights tailored to clients’ needs.
6. A Partnership-Oriented Approach
Your research partner should feel like an extension of your team.
AGENCIES:
You may need co-branded deliverables or white-label services.
BRANDS:
Seek a partner that can help you build alignment across your internal teams.
QWERRY’S APPROACH:
We offer dedicated support, from research design to actionable reporting, ensuring smooth integration whether you’re an agency or a brand.
7. Proven Expertise and Continual Learning
Experience matters. Evaluate case studies and testimonials to ensure the firm has delivered results relevant to your business need.
AGENCIES:
Look for partners who can elevate your creative pitches with innovative insights.
BRANDS:
Seek firm proficiency in market research methodologies to improve brand performance and customer connection.
QWERRY’S APPROACH:
With a commitment to ongoing mastery, we stay at the forefront of research techniques, delivering results that exceed expectations.
Research Partner Checklists for Agencies and Brands
While the essentials of a great brand research firm are consistent, our checklists emphasize differences in what agencies and brands need in a research partner:
FOR AGENCIES:
A focus on amplifying your creativity, fitting your process, and being a seamless collaborator.
FOR BRANDS:
Providing data and insights to inform your strategy, providing tactical recommendations, and enabling internal alignment.
Download our tailored checklists to guide your evaluation:
Why Qwerry?
At Qwerry, we combine rigorous methodologies, advanced tools, and a passion for storytelling to empower teams with the insights they need. Whether you’re crafting award-winning campaigns or refining your competitive strategy, we’re here to help you achieve your goals.
Explore more resources on our Insights page or start with our downloadable checklists today.
