Marketing and Brand Research

Your brand is what you want people to believe about you.

We look at brands like strategic planners. Every brand has a unique DNA. Whether a new brand, a brand refresh or reinvention, or a new campaign to drive a growth strategy, we bring fresh eyes and an innovative set of quantitative and qualitative approaches.

For your brand to work, you need to know if your brand is:

  • Relevant: What is relevant about your brand to people, both functionally and emotionally?
  • Believable: What are people willing to believe about you today and tomorrow?
  • Unique: What can be unique about you in a competitive context?
  • Motivating: Of the attributes and associations that are believable, relevant and unique – which are the most motivating?

We answer these questions with a tailored brand model that is highly actionable. It isn’t good enough just to tell you what your brand represents to people. A great brand model helps you turn that into marketing strategy and maximize your spend by audience and channel to achieve better returns.

Latest Articles on Marketing and Brand Research:

September 1, 2025

Federal Government Approval Remains High

A majority of Canadians are satisfied with the performance of the federal government, but economic concerns remain pressing, according to INNOVATIVE’s tracking. These results come from […]
August 29, 2025

Canadians Divided on Digital Services Tax Cancellation

A plurality of Canadians support taxing American tech giants, but net approval of the federal government on Trump-related issues sinks for the first time, according to […]
August 28, 2025

When Values Hit the Checkout: How Canadians are Really Shopping Post Tariffs

Canadians say they care about buying Canadian, but is that still true when they’re at the check-out counter? Our latest research suggests it’s complicated. While economic […]
April 9, 2025

What Price Will Canadians Pay to Buy Canadian?

If the cost is the same at least 75% of Canadians will chose a Canadian product over an American one, no matter what their underlying attitudes. […]
March 26, 2025

Many Canadians Say they Want to Buy Canadian – but Most Don’t

When Buying Collides with Real Life: What Brands Need to Know Despite frequent talk of supporting Canadian products, our new research highlights a contradiction in Canadians’ […]
March 21, 2025

Canadians Confident in Finances and Employment despite Tariff Threats

Canadians are confident when it comes to their personal finances and employment situation, but they are concerned about the future of their employers. While lower than […]
April 26, 2024

Canadians Worse Off Now Than They Were in 2015

In the final week of the 1980 presidential race, incumbent Democrat Jimmy Carter faced off against Republican nominee Ronald Reagan in their only debate. In his […]
February 25, 2024

Canadians Reach Boiling Point on Standard of Living

A new INNOVATIVE poll finds that Canadians’ satisfaction with their standard of living has plummeted over the past two decades. Satisfaction has dropped across every generation, […]

Latest Articles on Marketing and Brand Research:

September 1, 2025

Federal Government Approval Remains High

A majority of Canadians are satisfied with the performance of the federal government, but economic concerns remain pressing, according to INNOVATIVE’s tracking. These results come from […]
August 29, 2025

Canadians Divided on Digital Services Tax Cancellation

A plurality of Canadians support taxing American tech giants, but net approval of the federal government on Trump-related issues sinks for the first time, according to […]
August 28, 2025

When Values Hit the Checkout: How Canadians are Really Shopping Post Tariffs

Canadians say they care about buying Canadian, but is that still true when they’re at the check-out counter? Our latest research suggests it’s complicated. While economic […]
April 9, 2025

What Price Will Canadians Pay to Buy Canadian?

If the cost is the same at least 75% of Canadians will chose a Canadian product over an American one, no matter what their underlying attitudes. […]
March 26, 2025

Many Canadians Say they Want to Buy Canadian – but Most Don’t

When Buying Collides with Real Life: What Brands Need to Know Despite frequent talk of supporting Canadian products, our new research highlights a contradiction in Canadians’ […]
March 21, 2025

Canadians Confident in Finances and Employment despite Tariff Threats

Canadians are confident when it comes to their personal finances and employment situation, but they are concerned about the future of their employers. While lower than […]
April 26, 2024

Canadians Worse Off Now Than They Were in 2015

In the final week of the 1980 presidential race, incumbent Democrat Jimmy Carter faced off against Republican nominee Ronald Reagan in their only debate. In his […]
February 25, 2024

Canadians Reach Boiling Point on Standard of Living

A new INNOVATIVE poll finds that Canadians’ satisfaction with their standard of living has plummeted over the past two decades. Satisfaction has dropped across every generation, […]