Circle is an expert in B2B brand perceptions tracking research. Through a programme of primary research we’ll:

Over the last decade, we’ve tracked brand perceptions for world-leading B2B companies like Wiley, Microsoft, Vodafone and Ericsson. We couple this extensive experience with a deep understanding of B2B branding and a suite of smart techniques which probe far beyond the superficial.

The result is research which makes a real difference.

Guiding principles

Based on our extensive experience and the self-funded research undertaken by our CircleLabs™ team, our exclusive Brand GPS™ framework guides our approach to brand tracking research. This framework holds that the strongest B2B brands (we call them AlphaBrands™) share nine common attributes:

  1. Prominent – eclipse all other brands in the mind’s eye
  2. Unique – stand firmly apart from competitors
  3. Distinct – associated with one clear anchoring idea
  4. Authentic – their positioning reflects who they truly are
  5. The best – outperform where it matters
  6. The authority – widely respected and a leader in their field
  7. In tune – on the buyer’s wavelength
  8. Self-expressive – a brand the buyer is proud to associate with
  9. Decent – always seen to do the right thing

These attributes have a powerful effect on the target market’s behaviour. AlphaBrands™ is chosen over their weaker counterparts as buyers:

  • See them as an immediate candidate on the short-list (because of prominence)
  • Unconsciously prefer them (we prefer things to be familiar, ‘like us’ and authoritative)
  • Consciously prefer them (our rational mind needs them to performs where it matters)
  • Feel they’re a simple choice (distinctiveness means we know what’s being bought)
  • Feel they’re the safe choice (it’s hard for others to dispute the ‘obvious’ leader)

The result is that strong brands grow faster, inspire greater loyalty and can charge a premium.

B2B brand perceptions tracking research

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A selection of our case studies

We mapped the buying journey for electrical distributor REXEL and identified a compelling, differentiated proposition.

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The result is a trajectory which will see REXEL triple multi-channel transactions by 2020.

We helped recruitment agency Randstad to identify gaps in their service offering and launch a refreshed portfolio.

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The result was an entirely new service line, 77% increase in market share and 56% growth in client numbers.

We designed and run insurance broker JLT’s annual client satisfaction programme.

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“I would totally recommend Circle to anyone else who is looking to carry out a B2B research project.”

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