Testing Brand Perception Through Focus Groups

Better Way Consulting conducted focus groups to evaluate brand perception and new logo options for a regional retailer, providing key insights to refine their branding and improve customer engagement.

Every community has those trusted service providers or retailers that feel like local landmarks. They are a part of the area’s daily life and identity. When change is necessary, gauging the reaction of potential customers is crucial. This is especially true when changing something as noticeable as a brand.

Table of Contents

• Client Overview

• The Goal

• The Methods

• The Results

• The Impact
  

Client Overview

Our client is a well-known regional retailer with a strong presence in South Carolina. They wanted to refresh their brand image to appeal to both loyal customers and potential new customers. With their established branding beginning to feel outdated, they sought feedback on several new logo concepts.

They sought to find a design that retained brand loyalty while attracting a broader audience. Better Way Consulting designed, hosted, and moderated several focus groups to test reactions to five different logo designs.

The Goal

The primary goal was to understand how both current and potential customers felt about five new branding directions. The focus was on gauging perceptions of brand identity, appeal, and relevance for a broader demographic.

The Methods

To gather diverse perspectives, Better Way Consulting facilitated focus groups with four distinct groups:
Location and Demographic Segments:

• Upstate SC, Loyal Customers

• Charleston SC, Loyal Customers

• Upstate SC, Non-Loyal Customers

• Charleston SC, Non-Loyal Customers

Total Participants: 25

Data Collection Period: Two Days

Participants reviewed five potential logo designs and shared their impressions, preferences, and concerns. Our goal was to capture both general sentiment and specific feedback on design elements.

The Results

The findings highlighted key preferences and perceptions across different segments.

Current Brand Sentiment: The brand’s signature color was widely recognized and appreciated by loyal customers. Many felt it was a defining part of the brand’s identity. Some non-loyalists preferred a shift away from the current look to signal change and modernity.

Design-Specific Feedback:

• Design 1: This design was seen as lacking the professionalism and maturity expected for a trusted retail brand. Participants associated it with a playful, rather than reliable, image.

• Design 2: Participants found this option visually challenging and confusing. Its unconventional style made it harder to identify with the brand’s core values.

• Design 3: This design generated mixed feelings. Some saw it as high-end and edgy but others found it disconnected from the brand’s established identity.

• Design 4: This design appealed to loyal customers for its clean and familiar feel but felt overly corporate and unwelcoming to non-loyalists, who desired a more inviting look.

• Design 5: This option attracted the most positive attention for its bold and iconic style. It was seen as fresh and memorable. It sparked interest among both loyal and non-loyal customers.

Font Preferences: Fonts strongly influence brand perception. Participants preferred a modern, clean font that felt both approachable and professional. Some participants felt certain fonts could elevate other designs to create a more appealing and unified look.

Overall Brand Reactions: Both loyalists and non-loyalists agreed that a rebrand could increase their interest in visiting. Participants expressed hope that updates to the logo would align with enhancements to the in-store experience. This would create a cohesive and refreshed brand image.

The Impact

Better Way Consulting’s focus group findings provided our client with a clear roadmap for their rebranding process. They gained valuable insights into which elements resonated most with loyal customers. In our summary, we identified opportunities to appeal to non-loyalists.

With this feedback, the client could improve their logo design and branding strategy. This would make it feel familiar to current customers and appealing to new ones.