Shugoll Research helps companies understand the current image of their brands and, if necessary, provides direction to help clients reposition their brands. Quantitative studies are conducted to measure brand awareness, brand usage, brand image and brand loyalty. If a brand needs to be repositioned, qualitative research is first used to explore the existing image of the brand and to identify what customers are looking for in the ideal brand. Qualitative techniques such as metaphor/personification and storytelling are just some of the tools used to explore brand image in a qualitative setting. Tools like perceptual mapping can then be used to determine perceived strengths and weaknesses of the brand.