Tag: Consumer Insights
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| Video Blog | The Impact of Brand Preference on Consumers
Brand Preference has a significant influence over consumer behavior. Understanding consumer behavior is key to unlocking brand success. At the heart of this understanding lies Brand Preference—a powerful force that shapes consumer decisions and drives brand growth. Here’s why Brand Preference stands out as a leading metric in brand marketing: 1️⃣ Brand Preference leads to…
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Addressing Today’s Marketing Challenges – A New Predictive Brand Growth Marketing Model
All marketing is built upon mental models (conceptual frameworks that allows humans to make sense of the world) that explain how marketing works and inspires and guides action. Many mental models are not explicitly stated, and this leads to confusion when different members of the marketing team have different models. In our experience, companies that…
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A Case Study – How to Know Which Competitors’ Customers Your Ad is Going to Steal
Across categories, companies/brands will oftentimes create an advertising initiative that is meant to target a certain competitor, or groups of competitors. In doing so, they likely employ a communication strategy that they believe will target those consumers currently purchasing products/services from said competitors. The problem is: How do they actually know if their communication strategy…
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MASB’s Game Changing Brand Investment and Valuation Project – Part III
In Part I and Part II of this blog series we discussed the empirical strengths and corporate needs driving brand preference’s adoption. But one aspect that pleasantly surprises those new to the technique is how easy it is to deploy relative to other measures. Most common brand metrics are collected through the use of a closed-ended…
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How do you know if patients are actually getting your message?
Recently a client came to us with an urgent issue. This issue was around understanding if their very important compliance messaging was actually reaching consumers and having an impact. The client did not have months to wait to understand if the communication was remembered and understood – so they came to us! By utilizing our…
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3 Keys to Balancing Technology With Traditional Qualitative Research
The use of technology and social media in qualitative research over the past few years has undoubtedly been a welcome addition to the researcher’s toolbox. Indeed, we’re a huge proponent and regularly incorporate such methods into our projects. However, it’s crucial to not let the buzz over technology and social media overshadow the need for solid research…