There is no way to build brands without understanding people. Being curious, loving people, knowing the details of the lives of different stakeholders. Search inside and outside the company as a means of inspiration to develop relevant brand proposals, in b2c and b2b that generate true inspirational meanings. Our TroianoResearch area is what legitimizes our branding strategies. We understand people and that’s why we create brands of value.
“The consumers say what they think but they do what they feel”
Jaime C. Troiano
There is no way to build brands without understanding people. Being curious, loving people, knowing the details of the lives of different stakeholders. Search inside and outside the company as a means of inspiration to develop relevant brand proposals, in b2c and b2b that generate true inspirational meanings. Our TroianoResearch area is what legitimizes our branding strategies. We understand people and that’s why we create brands of value.
Own Quantitative Methodologies
Brand Audit
A unique quantitative research technique that measures brand strength by identifying the level of stakeholders engagement with brands. Eight items of a brand are evaluated that combined result in the Brand Audit pyramid.
Corporate Reputation
Brands now depend on their reputation for conquering and maintaining customers, attracting and retaining human talent, and leveraging their market value. Our corporate reputation index traces a corporate brand diagnosis. It shows the level of prestige of the company, considering the various stakeholders with whom the brand relates it self with. In this analysis, we evaluated 07 dimensions: admiration and history, social responsibility, innovative posture, evolution, quality, trust and ethics, and Purpose.
Look the Business Época ranking that has applied this methodology since 2010.
Non-invasive neuroscience ZMET™ | Harvard
Consumers are, like all humans, driven by unconscious motivations.
What they say does not represent what they feel.
95% of what we feel or think is unconscious content.
Want to access the consumer’s unconscious and understand how one maps the buying behaviors? ZMET® does it!
The technique was created in the United States, more precisely by Prof. Dr. Gerald Zaltman, and it is patented by the Harvard Business School.
ZMET® uses non-invasive neuroscience knowledge and it is based on the exploration of metaphors.
TroianoBranding is the only company trained and authorized to apply the technique in Brazil.
Know the case of the Brazil brand with the use of ZMET.
ZMET® can be customized to deliver solutions of diverse natures in two modalities:
ZMET® essence we identify the code of your brand, explore consumer issues or relevant issues in your market.
ZMET® com we evaluate communication, products/services, packaging, naming, and concepts.
Qualitative studies
Focus Groups and Exploratory Interviews
We also know how to do very well the traditional research techniques. We do not outsource this activity and this makes the difference in the strategies we develop.
But we have printed our style and experience for a group discussion or interview, always in search of a new look, a different way of asking, a more powerful analysis.
Ethnographies and Experiences
Ethnography is a technique inherited from Anthropology and it has been adapted to the Branding environment. We are pioneers in the use of this technique with published works on the subject. It provides a real experience with stakeholders, whether at your home, at the time of purchase or at some point in your life.
That is, it is to “live” for a few hours the life of the consumer in their natural “habitat”.
They are long and deep contacts that generate a wealth of relevant insights to generate innovations, to think about positioning or to know consumption habits.
Studies with audiences, Professionals / B2B
Many companies, especially B2B, need to know what the professional audience segments think. Searching for professionals requires a differentiated look and knowing how to break the rationality with which this public expresses itself.
For this, over the years, TroianoBranding has developed interview techniques aimed at this public and has a team trained for this.
Want to see a case? Access the case of Porto Seguro.
Typology and Segmentation
Our exclusive technique of consumer typology creates a consumers’ psychographic segmentation of a particular brand or category with the objective of advising companies to guide their strategies more assertively.
We create an innovative work format that incorporates qualitative and quantitative data that results in the identification of consumers’ types.