Conquest

About the company
Conquest is one of the UK’s leading independent research companies. Its online brand research delivers clients real competitive edge because it is led by leading-edge thinking about brand communication. It goes beyond insight, leaving the client with a clear idea of what to do next. We call it sharp thinking.

We believe that a lot of contemporary brand research is based on a way of thinking that is past its sell-by date. So much of our behaviour, and our response to brands, is not thought through: it’s unconscious and intuitive. Consumers are bombarded with information, and there simply isn’t time to think through everything we do. A lot of our thinking about brands and advertising is, therefore, unconscious and not easily accessed via standard questioning.

Emotions power much of our brand choice. They are simple, unconscious and non-verbal responses – shortcuts, that help us to make choices in ever more crowded markets. Therefore, to fully understand a brand, research needs to drill down – to the emotional unconscious – to measure the emotional brand response to brands.

Online offers the ideal research environment to measure emotional response to brands, because consumer response, online, is spontaneous and unmediated by interviewer bias. It also makes possible the use of imaginative, visually based scales specifically designed to explore the underlying (metaphoric) response to brands and communication. Online also makes it possible to test many more routes/expressions than would be feasible using face-to-face methods.

• Tracking brands and what drives them via the Brand Health Monitor.
• Assessing the impact of packaging change through PackQuest.
• Offering cost-effective idea screening of new products via ConceptQuest.
• Obtaining rapid feedback on new product launches through LaunchQuest.