Breakthru research is a new and insightful way to understand Brands.

There is a new and insightful way to understand Brands. It offers new strategic thinking and creative planning opportunities. It probes beyond the 'normal' information qualitative research offers.

NLP (Neuro Linguistic Programming) models can be utilised to gain a new, deeper and more actionable understanding of the brand, its marketing communications, and how they work vis a vis key competitors, in consumer decision making and ownership.

NLP helps understand the 'deeper structure' of individual customers thinking patterns, and generates a fuller picture of the way people react to messages, buy and experience the product, and perceive the service and marketing communications. It can deliver a total picture of the brand - and most importantly tells you "What makes the difference?" vis a vis key competitors.

NLP has been described as 'the study of what works'. It offers proven models of people's thinking patterns and decision making - it looks at "process" - how people think and make decisions, to add to the existing understanding of the "content" - their knowledge and activities. This provides new insights which can be important and advantageous in brand strategy, and utilised to powerful effect in creative planning.

The result is clearer, more actionable information, facilitating better strategic thinking and creative planning.

NLP can provide additional and insightful ways of understanding the patterns of thinking that guide behaviour in all marketplaces. It provides a fresh and valuable way of understanding customers and developing communications.

Research entails individual interviews with the target consumers, and probes respondents patterns of thinking surrounding a given product or service, and the resulting beliefs, attitudes and behaviours.

NLP models were developed as a result of practical research and understanding of the way people process and code information. Each of us has a personal "map of the world", the filter through which we gather information, arrive at decisions, and then act. They are understood via NLP models, and allow the researcher to gain new insights and information to guide marketing planning.

Breakthru brand research utilises one-to-one depth interviews, each lasting up to 75 minutes (the group situation is not appropriate if we need to understand individual thought processes and deeper responses), to deliver truly stimulating results and options.

Breakthru NLP based research will deliver a different kind of feedback when compared to more traditional research techniques (more information about people's thinking processes, rather than the information they normally provide), but gathers 'facts' too. Usually, the new approach proves complementary to the client's existing research and positioning thinking, so it will add a new level of understanding and insight, or clarify brand dilemmas.

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