As business landscapes are getting more competitive, there has never been a more important time to make your brand stand out. One way to do so is through media touchpoints and mix.

We understand that advertisers have an immediate need to understand the effectiveness of their spending in order to optimize budget allocations.

With our experience-point optimiser tool, we can help create the right media mix for your brand.

We analyze a brand’s consumer experience points and use it to pinpoint the timing when the brand buying decision occurs in the purchase cycle, as well as discover the contact points (the media) which have the greatest influence in the brand’s purchase cycle.

Not only do we analyze the traditional mass media that a brand uses, but we also go through all online and social media channels as well as other information sources – wherever consumers are exposed to your brand. That way, we generate a holistic overview of consumer engagement through the whole purchase journey.

Bottom line, this tool provides insights to optimise communication strategies using the most relevant media at the most suitable stage of a purchase journey.

To find out more about our full methodology on our experience-point optimiser, please contact Nimrod.

When you go shopping for groceries, clothes or electronic products have you ever decided to avoid a certain brand? As consumers, our choices can be quite rationally driven on the surface, but conceal and more complex and subtle interplay of emotions and drivers.  We manage certain likes and dislikes, express preferences and are influenced even by certain unarticulated pre-conceptions – all have their effect on us as we decide what to buy or what to leave behind on the shelf.

We think it’s crucial to know why some consumers may reject your brand. By doing so, you’ll know precisely the feedback from the rejecters and you’ll understand better your rejecter’s profile. As a result, you can use these insights to fine-tune your marketing activities, possibly find a better way to approach the rejecters or maybe even to focus on a better target group entirely.

Here are the three main questions our brand rejection analyser can answer:

• At which stage of the buying journey does your consumer reject your brand?
• Why does your consumer reject your brand?
• What are the key reasons behind their desires and barriers – the rational and not so rational?

Here’s how we do it:

Our rejection analyser starts by asking screening questions to check product ownership, brand consideration, and whether a purchase occurs or not. For those who decide not to purchase, a list of questions will be asked. Based on the answers, we will then further classify the rejecters into 3 categories: soft rejecter, medium rejecter, and strong rejecter.

This classification will allow you to dig deeper into your rejecter’s mindset and tailor the best strategy moving forward. To find out more, please contact Nimrod.

How attracted are consumers to your brand?  They might be familiar with your brand, but do they find you unique? And – are they proud to use and own your brand?

Our brand attachment analyser builds on your brand strengths and identifies its weaknesses – all from the consumer’s perspective. By identifying the stage at which brand attachment is stronger and where it is weaker, we can evaluate where you need to focus activity and how you need to refine communication briefings.

What it does for you:

• Identifies where in the customer experience brand attachment is strongest and where weaknesses exist.
• Highlights where the brand needs to focus to fulfill customers’ expectations.
• Enables you to refine action plans and communication briefings.

The brand attachment analyser starts with the design of a questionnaire to measure the consumer’s perception based on 5-level of attachment towards brands (awareness, reliability, quality, advantage and bonding). Afterwards, gaps between each stage are identified and we define which marketing communication activity should be improved.

In addition, we also compare your brand attachment journey against other category brands to determine strong and weak points based on a rational – emotional scale. We develop a tailored response to build on your brand’s strengths, whilst exploiting the weak points of competitors. Complete competitive sets of 10 or more brands can be compared and tracked in this way.

In the example above, Brand X on first view seems to be the much stronger brand – after all it has higher awareness compared to Brand Y.  However, even though many more people have heard of Brand X, its strength in terms of reliability shows a steep drop off. Brand Y – although known by fewer people – is much better evaluated by those who do know it. If Brand Y can focus energies on awareness building, it’s in good shape to mount a serious challenge to Brand X.

If you’d like to find out more about our experience in brand attachment analysis, contact Rob.

Engaging consumers through new technology.

Consumers are not afraid to voice their views and demand change from brands, but collecting this valuable consumer opinion, especially among younger age groups and through traditional techniques, has become a challenge.  Put simply, the threshold to filling questionnaires has never been higher.

We have developed several tools to engage consumers using the language they speak and in the places they are present – whether that is the shopping mall, concert hall, theme park or transport hub, we are able to reach large numbers of consumers in a short time frame and get their thoughts and ideas – direct, fresh and unfiltered.

Participants get the satisfaction of airing their views and we collect valuable data to generate new insights.  The interaction is engaging and fast, building positive associations for brands, who are actively listening and inviting their consumers to comment.  We call this tool ‘Mind Touch’.

Our mobile application ‘Mind Shot’ integrates research into consumers’ daily lives. Consumers are offered a variety of tasks to perform.  They decide which tasks they take and are then rewarded based on the tasks completed. The tool is designed primarily for on the ground and in the field checks of how brands are presenting themselves and the network of ‘consumer researchers’ enables fast validation at scale.

By harnessing consumers’ direct participation, we are able to generate fresh and compelling new insights based on first hand evidence of what consumers are buying, using and experiencing in the world around them.

We also deploy tools using QR codes, which means that instant customer satisfaction and feedback can be gathered – perfect for evaluating retail, hospitality and entertainment experiences.

If you’d like to find out more about these tools or other innovative approaches to research,contact Rob.