Brand awareness evidence for a major global professional-services firm

The ask

A major global professional-services firm needed to register its trademark in a national jurisdiction, which required demonstrating brand awareness among the relevant audience: professionals who use or interact with management consulting services.

Approach

• Target audience defined around actual users of management consulting services — a low-incidence, high-seniority population.
• Mixed-mode design: online survey supplemented by in-person interviewing to reach respondents unavailable through panels.
• Instrument built to evidentiary standards: aided and unaided awareness, correct attribution, and source-of-knowledge questions.

What the research showed

• Robust awareness measurements across the target audience, with the methodology documented for scrutiny.
• Fieldwork completed in full despite the audience’s low reachability — the design decision that made the study defensible.

Delivered

A complete evidence-grade research report — instrument, sampling, fieldwork documentation, and results — prepared for and delivered to the client for use in registration proceedings.

Prior engagement led by Andrei Akhtyrskii, PhD. Client identity withheld where confidentiality applies.