The Challenge
Brands thrive on relationships. However, traditional online surveys quickly reach their limits. Scales become tiresome. Differences blur. Unconscious attitudes remain hidden. How can you capture your customers' relationship with your brand as it is experienced in everyday life – in the market, against competitors, and within personal environments?
How it works
BRAND|GRAPH makes relationships spatially visible. Participants imagine standing in a room with multiple brands. They position these brands in relation to themselves and determine the direction of gaze. From this intuitive arrangement, two measurable dimensions arise: position and direction of gaze. Both are calculated into relationship KPIs and assigned to one of eight relationship roles. This way, BRAND|GRAPH reveals whether your brand is perceived as a friend, boss, ally, or distant actor. The method is visual, playful, and easy to understand, operating without language and thus functioning interculturally.
In-depth
BRAND|GRAPH is based on approaches from systemic psychology. Systems are composed of relationships, dynamics, and forces. It is only by considering the entire structure that the interactions between elements become visible. BRAND|GRAPH utilizes this very principle. The spatial representation reveals unconscious patterns and relational logics that remain hidden in traditional survey formats. The calculated roles are theoretically grounded and allow for comparisons across markets, target groups, and time periods.
Your Advantage
- Measure Relationships Unbiasedly
The visual setup triggers subconscious attitudes. Socially desirable responses are minimized.
- Understand in Multiple Dimensions
BRAND|GRAPH integrates spatial proximity, viewing direction, and roles. This offers a clear, differentiated perspective on brand relationships.
- Competition in Direct View
Brands can be displayed and compared side by side. Strengths, weaknesses, and proximity to competitors become immediately apparent.
- Ideal for Tracking and International Studies
The method operates without language, enabling consistent measurement of brand relationships across countries, cultures, and time periods.
- Relationship Roles for Clear Strategies
The 8-role model reveals the role your brand currently plays and the role it ideally should play. A strong foundation for positioning, touchpoints, and brand management.
What Professionals & Participants Say
"Simply overwhelming how deeply and thoroughly we were able to explore the emotional profile of our brands.""This was a completely different and very interesting way of conducting a survey. I like it!"
(Participant in a study on OTC brands)
(Participant in a study on OTC brands)
Applications
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