10 Minutes on Brand: Market Research

This week on 10 Minutes On Brand, Focus Lab’s Will Straughn and Shabnam Gideon chat about a big topic in creative communities: market research. When is market research helpful during a branding project, and why doesn't Focus Lab do focus groups?  
0:00 Intro
0:35 What does "market research" mean?
3:37 Why does Focus Lab not do market research during branding engagements?   
7:40 Any last minute pieces of wisdom about how brand leaders should think about market research in terms of how they could utilize it when going through a rebrand?  
The ground rules for 10 Minutes On Brand are simple: we'll discuss one specific subject related to branding but only have 10 minutes to dive deep.
10 Minutes on Brand is brought to you by us, Focus Lab. Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.