The practice

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Discovery and research

Lesson 2 of 11 in The practice.

Brand Research | Step by Step to Creating Valuable Brands · Kayla
Lesson

Research on a branding project has one job: to find the things that will otherwise be discovered at the presentation. Every uncomfortable fact found early is a fact that does not derail the work later.

discoveryaskbriefagreeconceptswidenrefinenarrowhandoverlet gothe widest point is the cheapest place to be wrong
The arc of a project, with the widest point in the middle and one narrowing at each end.
An ink drawing of a designer on a storeroom floor reading through opened boxes of printed emails, notebooks and returned parcels, next to a board of pinned slips and red string.
A designer sits among boxes of complaint emails, sales notes and returned parcels that nobody had read. The best research is often already inside the company.
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  1. Question 1, locked

    Which of these words means this? “What can be found without speaking to anybody. Cheap, and usually skipped.”

    • Single route
    • Desk research
    • Consolidated feedback
    • The stated objection
  2. Question 2, locked

    Which of these words means this? “Talking to actual customers. Expensive, and usually the only thing that surprises.”

    • Utilisation
    • Pipeline
    • Primary research
    • Presenting problem
  3. Question 3, locked

    Which of these words means this? “A structured look at what already exists, inside and outside the company.”

    • Audit
    • Value-based pricing
    • Assignment
    • Moral rights

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