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Research

Research Process Map

Five steps from question to usable insight.

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Visualization
1
Find the problem
2
Choose strategy
3
Secondary research
4
Primary research
5
Synthesis & insight
What it is

A process framework for brand and comms research — from problem framing to insight.

When to use it

Before any rebrand, campaign or strategic choice.

How to apply

Start with a narrow question. Define a deliverable for each step.

Related frameworks

Strategy
1
Where are we?
2
Why are we here?
3
Where could we be?
4
How can we get there?
5
Are we getting there?

Planning Cycle

Five strategy questions to ask yourself on repeat.

Brand building
1
Conducting Research
2
Clarifying Strategy
3
Designing Identity
4
Creating Touchpoints
5
Managing Assets

Brand Identity (Wheeler)

Five phases of identity creation by Alina Wheeler.

Research
LOW ← → HIGHLOW ← → HIGH1
Quantitative
2
Qualitative
3
Awareness / image / relationship
4
Perception / motivation / metaphor

Research Cheat Sheet

Which method to use when — on a single sheet.

✺All 100+ frameworks in one PDF cheatsheet.
About:

Agencies execute. Consultants advise. And then everyone wonders why the two never add up.

Clues does both. We look for the clues that point to the right path, and then we walk it with you all the way. Because strategy without execution is just a well-paid hypothesis.

We put this library together because we see structured thinking as the foundation of success. Whether you're working on your next campaign or building a brand-new brand.

Share it, use it, build on it. The Clues team.