Brand audit combining qualitative and algorithmic research

Since 2019, Penta's Ireland team was retained by the a leading U.S. financial services brand operating as a technology firm in Ireland ('the client') to deliver three different brand audits.

Penta's team was tasked with developing an evidence-based audit of the company's positioning and perception in the local market and develop communications strategies based on findings. In the context of a competitive talent landscape, particularly in the technology industry, the client's priority was to leverage communications to attract and retain high quality talent and to use intelligence gathering and analysis for the development of recruitment and retention messaging and strategies.  

Penta's methodology was designed to identify the client's gaps in their approach to attracting talent and provide counsel on how these challenges could be addressed. Audits, conducted at two year intervals included;

• Surveys and workshop to define internal benchmarks and attitudinal positioning;
• Deep dives into the client’s media profile as well as that of its key competitors across financial services and technology services;
• In-depth interviews with key media and industry thought leaders, recruiters, and politicians to gather key findings;

An algorithmic audit using a full year of online data to assess how, where and by whom the brand was being talked about across online channels.

Penta's comprehensive algorithmic research and qualitative and quantitative primary research allows the client to gain a deeper understanding of the specific viewpoints of its internal and external stakeholders and to establish a baseline of activity and sentiment towards the brand. 

Penta's original audit report was heavily relied upon in the drafting and execution of the client's communications strategy and accompanying messaging. Over subsequent years this strategy has successfully supported extensive resourcing growth, which has been reinforced by follow up audits to measure the strategy' success and inform refinements.