Insights & Analysis

✨How can card sorting help with brand research?

Card sorting helps companies understand customer perceptions by categorizing brand elements like features and values. This reveals themes and associations, refining brand messaging and positioning. It offers valuable insights by aiding in informed decisions and fostering growth.

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Have you ever wondered how companies can understand what customers think of their brand, what they enjoy, and how these views influence their purchasing decisions? 

We are living in an ever-changing world, thus understanding consumer perceptions, prefeages becomes more than ever important to comprehend. Nonetheless, uncovering the nuances of the perceptions can be a tedious task due to a lack of direction.

This is when card sorting comes into the picture and can be a lifesaver.

Traditionally, card sorting was used for information architecture, information can be sorted and organized using the card sorting method. Card sorting has long been used in brand research, but it is now commonly used in user experience (UX) design to enhance website navigation. With this technique, participants are given a deck of cards that each represent a different facet of a brand, such as a feature of a product, a value of the brand, or an image. Based on their observations, associations, and preferences, participants proceed to categorize these cards. 

In its deep essence, card sorting is used to organize and categorize information. A deck of cards representing various aspects of a brand, such as attributes of a product, brand values, or visual elements, is shown to participants as part of this technique. Next, using their relationships, preferences, and impressions, participants group these cards into categories.

But, how will it help the brand research?

  • Finding Customer Perceptions: Sorting cards give organizations important information about how customers view their brand, its features, and its ideas. Through an assessment of participants' classifications of various brand components, companies can understand recurring themes and trends that offer an improved understanding of customer beliefs.
  • Determining Brand Associations: By using card sorting activities, researchers can determine consumers' unconscious connections with a certain brand. Businesses can figure out what attributes and features people tend to associate with their brand by looking at how brand aspects seem throughout the sorting process. That data can then be used to inform messaging and brand identity efforts.
  • Refinement of Brand Messaging: Businesses can enhance and optimize their communication and brand messaging by using card sorting. Businesses may adjust their message to effectively communicate their brand values and set themselves apart from competitors by learning which brand elements resonate most strongly with consumers and how people interpret the relationship between these factors.
  • Re-directing Brand's Position: A good way to differentiate your brand in the market is to identify its areas of uniqueness and unique selling propositions (USPs). Similarly, card sorting can direct the creation of new goods and services that fit customer tastes and support a company's identity.

In the realm of branding, where companies are up against fierce competition, card sorting is an invaluable tool for understanding customers and enhancing deeper bonds. With its help, they may see through the haze of brand perception, make informed choices, and work towards consistent, long-term growth.

So get your cards right and happy researching!

Image by Andrea Piacquadio

SPOTLIGHT
Insights from the most recent consumer transcript added to our database
Last question, which apps on your smartphone do you think you can’t live without?
In my life there are different priorities currently...usually my social media is very active , but since I am thinking about my career right now, I’ve turned off my notifications... I like Facebook, Instagram, and a bit of Whatsapp...for shopping I use Myntra, Flipkart, Amazon, Meesho...in games, there is a game called Beach war, and Pubg of course...I joined Facebook in 2012, but 2013 is when I started coming on more actively. Facebook has news feed...what is happening around us...those things, pages that tell you what all is happening...I look at those.
Can you take me through your schooling and college experience a little in-depth?
If I talk about my study schedule as to how I was, I was in another school till class 3 in a Hindi medium school (Adarsh Shiksha Niketan school), I was not at all into studying - wouldn’t study at all. Then, in 2006 my father enrolled me in an English medium school....there were exams in every term... I came first in all three terms. Everyone supported me a lot... my father, my teachers...because to change from a Hindi medium school to an English was a very hard thing to do. I really struggled...I did a lot of labour work, as i became a success...my confidence level rose as well. In 11th and 12th, there wasn’t an option for English medium school, so I had to enrol in a Hindi medium school, and took English coaching on the side, studied and gave my exam I got 66 percent  .  Then there was an option for B.Sc (Bachelors in Science), but I knew I wouldn’t understand much of it... so its better if I do BCA (Bachelors in Computer Applications). I did 3 years of college for BCA...I did a lot of coding which I really liked, so I came back and I did but there were some parts of coding which I didn’t want to do...so in the 2 years I realised that it wasn’t for me. After completing 2 years of it, I wanted to get into teaching which is why I did Diploma in education Elementary education. I decided that I don’t want to teach in a private school, I want to teach in a government college for unprivileged kids. Either I am able to do this or turn to having my own start-up.
What else do you get up to online?
I love watching web-series and movies, so when any new movie or web-series comes, I first read about the what the movie is based on then I watch the movie. For example , there is a movie or a web-series , I search the name on google and it shows the cast, the story...so I read the whole thing. Then I get to know and understand what the motto is to make the movie. If I like what I read only then I go and watch it. Also no matter how good the start is or the story , If I don’t vibe with it in the beginning...then I don’t vibe with the movie as a whole. ...have you always done this, or just with movies and web-series ? I have started doing this for 3 years and at first I would watch movies through the day, but then work would come to me out of the blue therefore there would be distractions... so my system is that If you ever watch a movie , watch it with full dedication and only then would you have fun. ...so after that do you download it, or do you watch it online on a platform?  I watch online if it is available... the rest I haven’t gotten the subscription. The thing is that I’m a student right now, can’t afford to spend, I have to save up. When you start earning only then I can think to spend... I don’t have the money right now , when i do have it then i will surely do it, when I earn well.
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