You create a campaign, test the creative, and build a brand image โ but is the message reaching your audience as you intended?
At Inquiry, we examine how your communications are perceived by consumers โ from campaign testing and brand image analysis to tracking performance over time. You can test what works, optimise your budgets and build a stronger brand.
This is how many days until you receive the results of the TrackLite survey, which is used to quickly measure campaign performance
Good communication is no accident
We consistently test, measure and optimise our communication activities
Modern communication involves hundreds of touchpoints: social media, TV, influencers, in-store packaging, and a friendโs opinion. A consumer might see a campaign on Instagram, but make a purchase based on what they see on the shelf. They might recognise a brand from TV, but itโs an influencerโs post that stirs their emotions.
That is why at Inquiry we test our communications at every stage: before a campaign is launched (pre-tests of creative assets and messaging), whilst it is running (tracking effectiveness, brand recognition and perception), and after it has ended (post-tests and analysis of the impact on brand image). We use both qualitative methods (interviews, focus groups, online forums) and quantitative methods (CAWI, eye-tracking, reach and engagement analysis).
The result is clear guidance: which elements of the campaign to strengthen, which to tweak, and which to cut, so that every penny of the budget works towards the brandโs image and sales.
Youโve got your creative work ready and your media budget planned, but youโre not sure if the message will work. A pre-campaign test will check whether the message is clear, whether it evokes the right emotions, whether it motivates people to act, and whether it stands out from the competition, before you spend millions on media.
When a brandโs image needs refreshing
When there is a risk that the brand is perceived as outdated, obsolete or poorly positioned against the competition. An image survey reveals how the brand is perceived by consumers (attributes, associations, emotions), where the gaps lie compared to the competition, and how to carry out effective rebranding or repositioning.
When you want to monitor the effectiveness of a campaign over time
The campaign has been running for several months, youโre investing a significant budget, but you donโt know whether itโs working or delivering results. Tracking surveys measure the key metrics โ allowing you to respond in real time and optimise your campaign.
Once the campaign is over, youโll want to measure the results
The campaign has ended, the budget has been spent โ but did it achieve its goals? Did it improve the brandโs image? Did it boost brand awareness? A post-campaign evaluation shows what worked and what didnโt, what the actual impact was on brand awareness, perception and purchase intent โ and what to improve in the next campaign.
When youโre testing a new message, slogan or positioning
Youโre changing the tone of your communication, testing a new advertising slogan or a new way of talking about your brand or product. Testing your messages helps you identify which versions are the most understandable, the most persuasive, the most memorable, and the ones that create the right associations with your brand.
When you donโt know why your competitors are winning the communications battle
Your competitors have greater brand recognition, a better image and higher levels of engagement โ but you donโt know what theyโre doing better. A benchmark analysis of brand image and communication shows how your brand compares to the competition: which attributes are stronger, which are weaker, which messages work for your competitors, and what you can learn from them.
CONTACT US
Ask us about communication research
The best campaign is one that resonates with consumers โ not just with the team and the board. After 30 years of working with brands, I know that effective communication isnโt down to chance, but to consistent testing: before, during and after the campaign.
Iโd be happy to discuss your communication challenges.
Agnieszka Gรณrnicka, Managing Director of Inquiry Ltd.
Inquiry is a full-service research agency operating in Poland and on international markets. For over 20 years, we have been helping brands make the right decisions by providing reliable insights from quantitative and qualitative research. We specialise in consumer analysis, purchase journeys and research for the retail sector. We believe that it is not data that shapes the future, but understanding it.
Data is only useful if it leads to action. Thatโs why, instead of endless spreadsheets, you get the answers youโre looking for.
cooperation
A team that thinks alongside you
From our very first meeting, we focus on the decision you intend to make. We select methods and questions designed to guide you, step by step, towards achieving your goals.
comprehensive
Local insight, a broad perspective
We are a member of the international Ebeltof Group, which gives us access to the latest insights into global trends, which we then put to use for our clients.
What market research does Inquiry offer, and which of these methods work best for optimising the customer journey?
Inquiry offers a full range of research services: qualitative, quantitative, tracking, pricing, as well as exploratory and go-to-market research.rnWhen it comes to optimising the customer journey, the most effective methods are Customer Journey, online forums, shopping diaries, and TrackLITEยฎ, which allows you to monitor the effects of changes over time. These methods complement one another, providing a comprehensive picture of behaviour, emotions and the effects of communication in real-world conditions.
What is the Customer Journey, and how does Inquiry apply this approach in consumer research?
A Customer Journey is an analysis of actual customer behaviour โ all the steps, touchpoints, comparisons, decisions and barriers that lead (or do not lead) to a purchase.At Inquiry, we carry out this process mainly through an online forum and ethnographic diaries, in which we accompany consumers in their natural activities for several days or weeks. Participants document their choices with photos, screenshots and comments, and the research team analyses the entire journey, creating a map of touchpoints and recommendations for improvement.
What benefits does Inquiryโs customer journey analysis offer businesses?
A Customer Journey analysis helps you understand where the brand is actually losing customers, and which elements of the journey work in its favour. It reveals motivations, barriers and emotions that are invisible in traditional research, and highlights areas that are worth simplifying, improving or strengthening.The result is a concrete action plan that increases conversion rates, improves the customer experience and enables smarter investment in communication and sales channels.
Which research methods are most effective for analysing consumer behaviour that combines online and offline activities?
When analysing customer journeys that blend online and offline experiences, the most effective methods are those that allow behaviour to be observed in a natural context. The most effective combination is:rnโข Customer Journey โ maps the entire process across channels,rnโข online forums / digital ethnography โ shows real behaviour step by step,rnโข shopping diaries โ capture micro-decisions and touchpoints that customers do not recall in interviews,rnโข TrackLITEยฎ โ monitors changes following the implementation of new initiatives,rnโข UX/conversion research โ complements the picture by showing what happens on the website or in the app.rnrnTogether, they provide a complete perspective on how customers actually buy โ rather than how they claim to buy.
