Panda Management retained Pulse Group professionals to assist them in conducting qualitative research aimed at building and strengthening the Panda Express brand. Specifically, we conducted 10 focus groups in four different markets with regular and infrequent customers. Topics explored during the focus group sessions included general quick service dining patterns and behaviors, favorite quick service restaurant(s) and reasons why, images and words used to describe various quick service brands including Panda Express brand. Our work was used to refine the brand’s market position and to develop creative concepts for use in advertising and promotion.
Brand Imaging and Positioning