| Design/Methodology:
Face to face, telephone
or online interview of target consumers for the specific product
field or general household/adults sample – a 15 to 50
minutes interview. Can be continuous, periodic or ad hoc.
Marketing
Issues Addressed:
- Brand equity
- Advertising effectiveness - campaign comparisons if undertaken
on a continuous basis
- Market segmentation
- Category health analytics
Analyses Delivered:
Brand Equity Index
for client’s brand(s) and competitors, comparisons to
BEI norm bank, brand leverage analysis, advertising effectiveness
for execution and media (GRP) spend. EPIC advertising diagnostics,
category health KPI measures.
Works With:
Retail measurement
scanning and audit data, consumer panel data, advertising
expenditure data, Winning Brands Categories module. Can quantify
DeltaQual findings and complement eQ studies (combine total
brand health perspective with specific customer development
model). EPIC communications measures provide links with ads@work
and packs@work communications studies.
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