Explore our services
Qwerry is all about helping you ask and answer the right questions. With our structured, yet customizable research approach, you can make well-informed and data-driven decisions for your brand.
Brand Health Tracking takes a pulse of the market and helps you understand how well your brand comes to mind when buyers are thinking about making a purchase in your category.
This gives you insight into the thoughts and feelings the market has about your brand and your competitors’ brands. It removes guesswork and is an important and foundational tool for building your brand and business growth strategy.
BRAND HEALTH MEASURES AND METRICS
What goals and tactics should we set for our marketing efforts?
Category Driver Analysis uncovers what buyers care about most when they are shopping and buying in your category. You want to learn how buyers perceive your brand on these important qualities vis-à-vis your competitors. This information helps you make foundational decisions about your brand strategy and business strategy and decisions about what messages to convey to the market. It also helps you understand whether your current messages and advertising are resonating, and provides insight into potential operational improvements to pursue or strengths to defend.
To do this correctly, however, you need to ask about the right attributes. Qwerry takes a comprehensive, market-driven, and research-based approach to develop the right brand attribute list for every client to ensure we are asking the right questions to begin with. This approach is a direct result of our “research on the research.”
BRAND STRATEGY AND CATEGORY DRIVER ANALYSIS
What’s most important to buyers in our category?
In order to grow, brands must acquire new customers beyond their existing customer base. To do this, it’s important to be inclusive in your marketing efforts and not overly prioritized or even, exclusive.
Being inclusive in your marketing efforts so you can serve the broadest market possible, profitably, requires you to discover the similarities between consumers of your category (and differences… but similarities will help win the day). Qwerry can help you learn more about your market and build a smart segmentation approach.
MARKET SEGMENTATION
Who should we prioritize with our marketing efforts? Or, should we?
Your brand portfolio should reflect and support your business strategy and it should make it easy for people to navigate your offer.
Qwerry can help you develop an optimal brand structure by answering key questions from an outside-in, market perspective and marrying them with your internal data and insight:
Which brands are your driver brands today?
Which brands offer opportunity for extension?
Which brands may need more investment?
What structure fits best with how your buyers shop your category?
And more…
BRAND ARCHITECTURE
How should we organize?
Concept Testing comes in many shapes and sizes. Based on your need, Qwerry will develop the right approach for you. For example, you can:
Validate interest in your product or service idea overall
Determine which use-cases you should prioritize when you launch, based on product-market fit
Determine an optimal pricing approach
Determine what elements or features to prioritize when you launch
Determine what bundles of features are most likely to succeed
CONCEPT TESTING
Will our idea work?
Our structured and collaborative approach to naming will help you develop a creative and attention-getting business or product name.
Naming is a highly creative exercise that benefits from the structure Qwerry applies to its market research work. We ground our naming process in some research because we are a research-first brand consultancy:
Our discovery meetings with you upfront and our secondary research approach fuel our creative name generation process - and ensure we generate names that fit your brand direction
Optionally, we conduct internal research at the long-list phase, which can help narrow down the list and also bring your organization along on the journey, helping gain alignment early
Then, once we arrive at a final short-list with you, we leverage a short and simple name research approach externally that can help you decide among your final three candidates
NAMING
What should we call it?
Qwerry believes that organizational values should align with what matters to employees while aligning with your business strategy.
We use a combined qualitative and quantitative discovery approach including interviews or strategy sessions with senior leaders, and follow-up quantitative research with employees, to help you develop organizational values that resonate with your organization and bring various benefits.
There is data to back this up, read HBR’s What Does Your Company Really Stand For? if you’d like to really go deep on this topic and read more. We leveraged learnings from this research to develop our approach.
ORGANIZATIONAL VALUES
What should our organization stand for?
Brand insights and market research are not one-size fits all.
While we always apply a structured and proven approach to our work, we do not force fit projects into the buckets above. If you have questions that you don’t see covered here, get in touch with us and we’ll see what we would recommend.