Digital Marketing Strategy for Professional Services
A digital marketing strategy is a plan for using digital marketing tools and techniques to achieve a firm's strategic marketing objectives.
two broad types of research
There are <anchor>two broad types of research</anchor> that can help you develop a winning digital strategy. The first approach is called secondary research. In this approach you search for research studies that have already been conducted by another organization. Trade associations or publishers often release studies about specific industries. Similarly, there are many organizations that sell relevant research on market size or trends.
Finding the Right Research Methods for Brand Management - Hinge Marketing
Finding the Right Research Methods for Brand Management - Hinge Marketing

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May 20, 2022

# Finding the Right Research Methods for Brand Management

[Branding](https://hingemarketing.com/blog/topics/branding) [Research](https://hingemarketing.com/blog/topics/research) [Any Industry](https://hingemarketing.com/blog/industries/uncategorized)

[![Ethan](https://hingemarketing.com/wp-content/uploads/2020/03/Ethan_blog_placeholder.png)](https://hingemarketing.com/about-hinge/team/team-member/ethan-keyserling)**Ethan Keyserling**
Research Analyst

[Visit Bio](https://hingemarketing.com/about-hinge/team/team-member/ethan-keyserling)[More by this author](/blog/author/ethan-keyserling)

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Strategically [developing your brand, and enhancing its value](https://hingemarketing.com/blog/story/creating-stronger-brand-value-wins-business), helps to foster strong relationships with clients and prospects, thus building a stronger path to new business. But developing a brand is only the beginning. Managing it is a continuous, and often challenging process.

In this post, I will review some common brand management challenges and address which research methods are right for the job.

## What are the biggest brand management challenges?

[Managing a brand](https://hingemarketing.com/blog/story/brand-management-for-growing-professional-service-firms) requires an understanding how it’s perceived from multiple vantage points: internally (staff, leadership) and externally (prospects, clients, competitors, referral sources). It’s easy for a once-harmonious brand message to go out of tune.

Consider some of the challenges brand managers face:

- Convincing leadership that brand management is worth the investment
- Measuring brand awareness in the target market
- Differentiating their firm from competitors
- Crafting a positioning statement
- Unifying internal and external brand messages
- Keeping a consistent message across marketing channels
- Building a digital brand strategy
- Upgrading brand logos and other graphics

Addressing these issues requires a deep understanding of both your target clients and employees. This is why many professional services firms turn to research to help manage their brand.

[Download the Professional Services Guide to Research](https://hingemarketing.com/library/article/hinges_professional_services_guide_to_research)

## How can research impact brand management?

[Mergers, acquisitions](https://hingemarketing.com/blog/story/mergers-and-acquisitions-as-part-of-your-growth-strategy), and [firm anniversaries](https://hingemarketing.com/blog/story/your-firms-anniversary-is-a-natural-time-to-review-your-brand-design) are common situations when a firm might reassess it’s [brand strategy](https://visme.co/blog/brand-strategy/). However, the professional services marketplace can evolve quickly — offering growth opportunities for the firms that can recognize them, but making brand management difficult.

Our latest [research](https://hingemarketing.com/library/article/2020-high-growth-study-executive-summary) on high-growth professional services shows that research is the fourth-most impactful marketing technique, falling behind only providing assessments, keyword research/SEO, and live product/service demonstrations.

When it comes to high-growth firms, they are more than twice as likely to conduct research on their target market when compared to firms with no growth. Not only are high-growth firms more likely to conduct research, they also conduct research at a more frequent pace.

This proactive, inquisitive approach helps these high-growth firms anticipate behavioral changes in target markets—allowing them to stay relevant and contributing to their success.

## What research methods make the most sense?

The research method that is best for you will depend on the brand management challenges you need to address. For instance, brand awareness in a target market may be best measured using quantitative methods, such as surveying or polling. On the other hand, redesigning a logo and crafting relevant positioning and messaging require more of a qualitative approach.

[**SEE ALSO: QUALITY VS QUANTITY: A MARKETER’S GUIDE TO BRAND RESEARCH DATA COLLECTION**](https://hingemarketing.com/blog/story/quality-vs-quantity-a-marketers-guide-to-brand-research-data-collectio)

## Quantitative Research Methods

Quantitative research focuses on objective, empirical measurements and statistical analysis. Common data collection methods include the use of surveys (both digital and print), polling, interactive quizzes, and in-depth interviews.

Quantitative methods — such as examining the perception gap between clients and employees — can uncover differentiators, competitive strengths, and opportunities for improvement.

For example, suppose that through a client survey you find the majority of clients believe your firm is best known for flexibility and responsiveness. Internally, employees didn’t mention this. In this instance, the quantitative method of comparing external and internal respondent ratios has uncovered a potential differentiator.

Quantitative methods can also be useful when measuring marketing [metrics](https://hingemarketing.com/blog/story/tying-analytics-to-growth-5-marketing-metrics-every-b2b-firm-should-track) like [Net Promoter Score](https://hingemarketing.com/blog/story/generating-referrals-are-your-clients-helping-your-brand), the probability of [referrals](https://hingemarketing.com/blog/story/top-7-referral-marketing-ideas-for-professional-services-firms), and [brand strength index](https://hingemarketing.com/blog/story/brand_strength_and_the_halo_effect1). These metrics are valuable alone, but can be taken to a new level when tracked over time.

## Qualitative Research Methods

The creative side of branding is especially effective when grounded in research. Qualitative research methods — like observing client behavior in real time, focus groups, and in-depth interviews — are a great way to take a raw brand direction and smooth it out.

You could, for instance, couple a quantitative survey with in-depth interviews of the types of clients you want more of. A talented interviewer can probe and extract language that might inform the way you describe your differentiators.

[Download the Professional Services Guide to Research](https://hingemarketing.com/library/article/hinges_professional_services_guide_to_research)

## An Integrated Approach

In-depth interviews are a great way to balance quantitative and qualitative research methods. Add in an online survey of your internal staff and you have an integrated approach that will yield actionable insights that help address common brand management challenges.

For professional services firms, combing research methods has proven to be a successful formula. And client interviews provide an added benefit: they demonstrate that you value your clients’ perspectives and are interested in improving your overall client experience.

[![](https://hingemarketing.com/wp-content/uploads/2012/08/research-guide-2nd-200x200.png)](https://hingemarketing.com/library/article/hinges_professional_services_guide_to_research)

###### Free Resource

The Professional Services Guide to Research

[Learn More](https://hingemarketing.com/library/article/hinges_professional_services_guide_to_research)

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[![Ethan](https://hingemarketing.com/wp-content/uploads/2020/03/Ethan_blog_placeholder.png)](https://hingemarketing.com/about-hinge/team/team-member/ethan-keyserling)**[Ethan Keyserling](https://hingemarketing.com/about-hinge/team/team-member/ethan-keyserling)** Ethan brings extensive knowledge and experience to Hinge’s market research team, managing client research projects, designing surveys, analyzing data and turning complex information into practical, easy-to-implement insights. His intelligence shows through at every touch point.

#### How Hinge Can Help

Brand research gets to the core of what will resonate with those audiences—and is an integral part of what Hinge does for clients. Learn more about [our research services](https://hingemarketing.com/about-hinge/capabilities/research/) or [contact us](https://hingemarketing.com/contact-2) to learn whether research makes sense for your professional services firm.

## Additional Resources

- Our [Professional Services Guide to Research](https://hingemarketing.com/library/article/hinges_professional_services_guide_to_research) gives you the tools and knowledge you need to lead your firm through conducting research.
- Develop a stronger and more valuable brand with Hinge’s _[Brand Building Guide for Professional Services Firms](https://hingemarketing.com/library/article/the_brand_building_guide)._
- Uncover your firm’s true differentiators and give buyers a reason to pick you out of the crowd in [Differentiation, Positioning & Messaging](https://hingemarketing.com/hinge-university/courses/find-your-competitive-advantage-differentiation-positioning-messaging) through [Hinge University](https://hingemarketing.com/hinge-university).

###### Most Popular Posts

- [A Game-Changing Business Development Strategy to Achieve Consistent Growth](https://hingemarketing.com/blog/story/business-development-strategy-a-high-growth-approach)
- [Brand Development Strategy: 10 Essential Steps for Your Professional Services Firm](https://hingemarketing.com/blog/story/a_10_step_brand_development_strategy_for_your_professional_services_firm)
- [How to Master Strategic Marketing for Professional Services Firms](https://hingemarketing.com/blog/story/strategic-marketing-for-professional-services)
- [Digital Branding for Professional Services](https://hingemarketing.com/blog/story/digital-branding-for-professional-services)
- [10 Essential B2B Marketing Strategies to Grow Your Professional Services Firm](https://hingemarketing.com/blog/story/10-essential-b2b-marketing-strategies-to-grow-your-professional-services-fi)
- [Digital Marketing Strategy for Professional Services](https://hingemarketing.com/blog/story/digital-marketing-strategy-for-professional-services)
- [Proven Rebranding Strategies for Your Professional Services Firm](https://hingemarketing.com/blog/story/rebranding_strategies_a_step_by_step_approach_for_professional_services)
- [Elements of a Successful Brand 1: Brand Positioning](https://hingemarketing.com/blog/story/elements-of-a-successful-brand-1-brand-positioning)
- [The Top 5 Business Challenges for Accounting & Financial Services Firms](https://hingemarketing.com/blog/story/the-top-5-business-challenges-for-accounting-financial-services-firms)
- [Top 21 Examples of Key Differentiators for Professional Services Firms](https://hingemarketing.com/blog/story/find-your-differentiator-21-ways-to-gain-a-competitive-advantage-for-your-f)
- [Elements of a Successful Brand 4: Brand Promise](https://hingemarketing.com/blog/story/elements-of-a-successful-brand-4-brand-promise1)
- [What Is the Cost of Video Production for the Web?](https://hingemarketing.com/blog/story/what-is-the-cost-of-video-production-for-the-web)

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