We developed a model for analyzing brand position. Having a model is essential. At Stealing Share, unlike other branding companies, we build brands to be persuasive. Brand power comes from an active brand. Conceived in the first person and spoken from the perspective of the prospect.
Your research methodology is EVERYTHING. The method you use to collect data is as important as the questions you ask. Market research must be projectable for you to take the results of quantitative research at face value. That means your sample must be mathematically projectable to the whole audience within an acceptable margin of error.