Research Is Our Love Language: The Art of Gathering Insights
Research helps brands connect, differentiate, and succeed in a competitive market.
Zohaib Burki
October 15, 2023
Research helps brands connect, differentiate, and succeed in a competitive market.
Let’s face it: branding is a huge investment, and for many startup founders, it’s not just about the money—it’s about the unknowns. Will your brand truly resonate with your audience? Will it help your company stand out and create a lasting identity What if the missing piece isn’t creativity, but understanding?
At Grid Velocity, we believe research is more than just a step in the process—it’s an act of love. Research is the key to building loyalty, creating deep connections with customers, and aligning your team. It’s also a process of self-discovery that helps your brand strengthen its identity and position in the market.
So, why is research so essential? When done right, it unlocks your brand's true potential, aligns your team, and sets you apart in a crowded market. Let’s dive into how research plays a crucial role in creating a successful brand.
Research isn’t just about numbers and data—it’s about understanding people, stories, and emotions. Emotional engagement with a brand can make customers 52% more valuable, according to Capgemini. Brands that connect emotionally with their audience see a 306% higher lifetime customer value and 71% more recommendations (Harvard Business Review).
When we conduct research at Grid Velocity, we focus on understanding your audience’s emotions, hearing their stories, and noticing the small moments that make your brand stand out. Through conversations and interviews, we uncover those hidden gems that can guide your brand decisions.
Pro Tip: Research takes patience and curiosity. Don’t just collect data—immerse yourself in it.
Great brands don’t just compete—they redefine the space. Take Patagonia for example. Instead of just selling outdoor gear, it built a reputation for environmental activism, even encouraging customers to buy less.
At Grid Velocity, we look beyond just direct competitors. We consider indirect alternatives, evaluate how they communicate their value, and identify what makes your brand different—based on a deep understanding of your core values and what your audience needs.
Pro Tip: Ask yourself, “If we didn’t exist, what would be missing from this industry?” The answer is your unique space.
A brand isn’t just an external entity—it lives within the people who bring it to life. Employees, leaders, and stakeholders offer perspectives no external research can replicate.
Through internal interviews and workshops, we uncover the stories, motivations, and values that shape your brand at Grid Velocity.
Pro Tip: Create a safe space for honest conversations. Ask, “What makes you proud to work here?” or “If this brand were a person, what would they be like?” These answers reveal your brand’s true emotional core and can guide a more authentic branding strategy.
Before creating a new direction, it's essential to assess where you stand. A thorough brand and website audit uncovers strengths, weaknesses, and inconsistencies.
At Grid Velocity, we evaluate brand consistency, messaging clarity, website usability, and gather audience feedback to see how they perceive the brand.
Pro Tip: Approach the audit as if you're seeing the brand for the first time. What does it communicate immediately? What feelings does it evoke?
When customers choose a brand, they’re investing in more than just a product or service—they’re buying into an experience, a feeling, and a promise. Research helps uncover the emotional connections that make customers stay loyal.
At Grid Velocity, we dig deep to understand the emotional benefits your brand delivers and how customers interpret your messaging.
Pro Tip: In-depth customer interviews are key. Ask, “What problem does this brand solve for you?” or “How does this brand make you feel?”
True differentiation goes beyond what you offer—it's about why you exist and how you tell that story. Brands that stand out have a clear, authentic position that resonates with their audience.
To craft that position, we focus on identifying the unique aspects of your brand, aligning messaging with customer needs, and using research insights to create a bold yet true positioning strategy.
Pro Tip: Instead of asking, “How can we be different?” try, “How can we be more ourselves?” Authenticity and clarity make a brand compelling.
At its core, research is about love—love for the brand, its story, and the people it serves. It’s the foundation of trust and the heartbeat of every lasting brand relationship. Done right, it unlocks a brand's full potential and creates meaningful connections that endure.
Through a deep understanding of competitors, internal stakeholders, customers, and the market, we create brands at Grid Velocity that don't just exist—they thrive. The brands that stand out are the ones that truly know themselves. And that's the power of research.
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