First of all, what exactly is brand research?
We use brand research as an umbrella term for the variety of research packages and services we offer. While others may use brand research interchangeably with market research, at Studio Lever, market research is only one approach that we use to provide an evidence-based branding experience.
We offer research packages and add-ons that run the gamut from market research and behavior mapping to interviews, focus groups, card sorts, and surveys. All of these can be methods to gather user-insights for clients seeking to understand how a new or current brand can carve out a space in the market and build or enhance their brand.
How is research different at Studio Lever?
At Studio Lever we don’t simply offer more types of research. Instead, we pair the expertise of a seasoned researcher with that of an award-winning designer to provide a more comprehensive, evidence-based branding experience. Highlighting how our process goes beyond common designer research, the table below provides a side-by-side comparison of how designers commonly do research for branding vs. how we conduct research to enhance your brand’s clarity, market fit, and appeal to customers.
- Research conducted by the designer
- Moodboards + inspiration pulls
- Looks at competitor visuals
- Focuses on what looks good
- Brand shaped by designer instinct
- Starts with a logo
- Decisions made during design
- Research conducted by a career researcher
- Stakeholder interviews + behavior mapping
- Analyzes competitor positioning and gaps
- Focuses on what needs to work
- Brand shaped by research findings
- Starts with strategy
- Decisions made before design
So, why do you even need research in the first place?
At its core, research makes your brand smarter.
Solid research uncovers the patterns, expectations, and emotional cues that shape how people perceive and interact with your brand, often in ways internal teams can’t see. It creates space for listening, pattern recognition, and thoughtful reflection before jumping into solutions.
Without research, you’re making educated guesses and relying on assumptions.
With it, you’re making informed decisions that reduce risk, reveal opportunity, and set your brand up for success. In other words, good research allows you to build a brand that reflects who you are, resonates with the right people, and moves your business forward.
"Good research allows you to build a brand that reflects who you are, resonates with the right people, and moves your business forward."
Whether we’re building a new brand or refreshing an existing one, research helps us:
- Clarify the problem. What exactly are we solving for, and for whom?
- Challenge internal bias. Our instincts may be informed — but they’re never universal.
- Reveal blind spots. Research uncovers edge cases, emotional nuances, and cultural signals that might otherwise be overlooked.
- Build with confidence. Instead of guessing, we can prioritize based on evidence.
- Earn trust. When people see themselves reflected in your brand or product, they’re more likely to engage.
When you take the time to ask the right questions, the answers can move everything forward – reducing risk and providing the clarity your brand needs to succeed.
When does research matter most?
We often hear from teams who wish they’d started sooner. The truth is, research can add value at many stages — but it’s especially powerful before key decisions are made.
Here’s where we see the greatest impact:
- Before a brand refresh or rebrand. Are we solving the right problem? What’s working, what’s not, and what’s worth preserving?
- Before naming or visual identity work. What makes you different? What’s already overused in your space? What signals will resonate with your audience?
- When entering a new market or launching a new product. What do customers expect? What do they value? How can your brand show up in a way that feels both relevant and distinct?
- When something isn’t landing. If your current brand isn’t connecting, research can help diagnose the disconnect — and chart a clearer path forward.
The bottom line
Research gives us the chance to step back, listen closely, and make decisions based on something more concrete than instinct. It helps us see the full picture; not just what looks good, but what resonates with the people we’re trying to reach.
Whether you’re building something new or reevaluating what already exists, research is what turns branding from a shot in the dark into a strategic, thoughtful process.
Interested in building your brand on evidence, not guesswork?
Let’s talk about how research-first design can help your business stand out. Book a free 30-minute chat.
