Brands & Communication


Our brand and communications research expertise covers a wide range of areas helping you to:

  • Better understand your general category and market: Market Segmentation & Targeting
  • Develop your brand positioning: Brand Strategy Development
  • Manage your brand portfolio: Brand Portfolio Management
  • Track your brand and communications: Brand Health & Brand Tracking
  • Evolve your communications: Brand Communication Research

Our approach:

Experience has taught us that every client is unique, and every problem is specific . As a result Harris Interactive Brand Communications Research focuses on providing clients with truly actionable insights by taking a holistic consultancy approach. By carefully assessing the underlying research challenge, we appropriately select and blend proven tools and techniques to deliver a joined-up solution to meet our clients’ particular requirements.

What we offer that makes us different:

A brand and communication framework which is grounded in behavioural economics. It offers you an unparalleled understanding of how consumers make brand-based decisions

Touchpoint modelling distinguishes the brand effects of different marketing actions as well as true effectiveness of different media. It empowers you to allocate resources more effectively and deliver greater bang for your marketing buck

Mapping the relevancy of your brand positioning to the needs of customers within the marketplace. It enables you to effectively evaluate future growth strategies

How we work:

A senior brand and communications consultant is assigned to each project help design the best approach to address your research issue, as well as deliver actionable insight beyond standard charts and data. The Consultant works closely with all stakeholders, helping you to understand the results and most importantly, giving you a direction on how to solve the key issues the research reveals.

Some questions we help to answer:
  • Where is the best market opportunity?
  • Who is my target audience?
  • How can I develop a differentiated brand strategy?
  • Which consumer needs should I focus on?
  • How do I become relevant to the lives of my target audience?
  • How strong is my brand now and how can I make it stronger?
  • Is my brand architecture right?
  • What should I communicate to my customers?
  • How should I communicate it? What is the most effective and efficient way?
  • …and many more

Latest Events

Thursday March 19, 2020

Is your brand fit for the future?

Harris Interactive Experts and Special Guests
Landing Forty Two - Leadenhall Building, London, EC3V 4AB

As consumer expectations evolve at pace, how do you ensure your brand is set for success? Is it building future relevance, excitement and creating a sense of belonging? Will it simply survive or thrive?

Take your brand to new heights
Join us at Landing Forty Two, 8.30-11.30am on Thursday 19th March, where we’ll be sharing the very latest insight from our 2020 hi brands* research, powered by the perfect fusion of expertise and technology. Nominated as a finalist in the 2016 MRS best innovation awards, hi brands is a compelling brand health measurement model, developed in conjunction with Aston Business School.

Places Limited – Reserve your place today

Hear from leading expert and hi brands co-creator, Dr Keith Glanfield, Assistant Professor at the Marketing and Strategy Group, Aston Business School and author of “Brand Transformation” and category experts in CPG, Media & Entertainment and Financial services.

You’ll also have the opportunity to meet with peers in your industry to discuss challenges, solutions and tips and tricks with our experts.

So join us for yet more speed, quality and unique perspectives; you’ll get to ride the fastest commercial elevator in Europe to exclusive ‘hi’ views to inspire and energise your brand thinking!

Places Limited – Reserve your place today


Wednesday February 26, 2020

Shopper Insights & Behaviours

Cavendish Venues, 22 Duchess Mews, Marylebone London, W1G 9DT

Join us in London where Magda Jablkowska-Citko, Research Director CPG will be presenting our latest trends in CBD and uncovering the truth about the product’s potential in the UK market.  Including:

  • How many people in the UK has ever heard of CBD as an ingredient in food & drinks & cosmetics?
  • Do people know what it is and what properties it has? What is their perception?
  • What proportion of the population has already tried it? Why did they decide to do it? Was it just curiosity or something else?
  • Are people open to trying it? Do they have any concerns?
  • What product format offers the highest potential and where people look for it?

For more information and to register:

Tuesday February 25, 2020 through February 26, 2020

IIEX in Amsterdam

Beurs van Berlage, Damrak 243, 1012 ZJ Amsterdam, The Netherlands

Join us in Amsterdam, where Debbie Senior, VP Global Products and automation ITWP will be sharing the share the latest research findings from our hi brands research at IIEX.

Rearview Mirror No More: Using Brand Tracking to Drive Future Success

Building a sustainable and healthy brand is critical for driving higher levels of buyer consideration, recommendation and trust.

While brand tracking is an important measure for any brand, it can tend to focus just on brand penetration and equity which is more reflective of past and current performance, ultimately leaving brand managers to look in the rearview mirror, as opposed to looking to the future.  This is why the value of brand tracking is being called into question.

This innovative brand tracking approach reflects modern marketing in a digital era; building sustainable, future relevant brands, which create consumer excitement, engagement, co-creation and empathy, and gain competitive differentiation.

For more information and to register:



  • Lida Walsh
    Senior Consultant, Brand & Marketing
    Lida has over two decades experience within brand and advertising research areas, focusing mainly on brand positioning and brand strategy, brand/advertising tracking, communication pre-testing and brand communications strategy development. Her main responsibility with Harris Interactive is advising on the design of branding projects and ensuring that actionable brand insights are delivered across all Harris Interactive sectors to clients. Lida’s experience is within global, large scale studies, delivering insight to brand strategies within various markets and regions. Lida has a comprehensive list of blue chips clients working with during her working life. In the past she worked in Advertising, Brand consultancy as well as Research Agency.

What our clients say

  • Thank you for the terrific presentation today.  Our senior marketing manager was thrilled with the level of detail and quality of the research saying “this is fantastic - we need to do more things like this.”