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Research as decision support

Start here: from vibes to defensible findings

Why most brand strategy documents do not hold up

What research actually means here

Strong evidence, and the three source types

The discipline of evidence

The four-sentence discipline

Public evidence, the hierarchy, and credibility

Confidence, calibrated

Triangulation, and the biases waiting for you

Worked example: the Northstar Bookkeeping read

Check: fact, claim, or proof?

Check: one vivid interview

Going deeper and doing the work

Expert depth: the triangulation test and single-source honesty

Expert depth: direction vs magnitude, and decision staging

Practice: build a mini evidence register and three findings

Where this goes next, and how to go deeper

Check: rank the evidence

Check: direction vs magnitude

Check: spot the bias

Research a brand to a professional standard: rank sources, separate fact from claim from observation from inference, triangulate, and label every finding with a calibrated confidence level. Built on the Branding5 method.

Research a brand to a professional standard: rank sources by strength, separate fact from claim from observation from inference, triangulate, and label every finding with a confidence level a client can bet on. Built on the Branding5 method.

Brand Research Methods and Evidence Standards

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