The Role of Research in Branding

By Alan Brew

In many important ways, market research can and will drive how a brand must be defined to ensure success. In this episode of Branding Business, Alan Brew interviews two key professionals in the field of research. Bill MacElroy is the President of Socratic Technologies, a research firm specializing in online outreach, and Chris St. Hilaire is President of M4 Strategies and the author of the acclaimed book ’27 Powers of Persuasion.’ They will discuss recent changes in the field of market research and how the digital revolution has changed the way research is conducted. They also take a look at how people think and how the public opinion can be properly measured.