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Design/Methodology:
Qualitative study
using techniques/analytics based on recent developments in
cognitive psychology. Can use variety of qualitative techniques,
but typically uses mini-groups, dual moderators and a structured
post-group analysis session.
Marketing
Issues Addressed:
Richer understanding
of brand choice dynamics. Improved ability to relate brand
perceptions to behavior. Improving choice of tactical/promotional
efforts. Understanding of sources and extent of underlying
attachment to brands. Definition/description of opportunities
to provoke brand re-evaluation among consumers. Improved definition
of key behavioral/purchase triggers.
Analyses
Delivered:
- Omega Rules: Analysis of sources and
underlying triggers that drive habitual brand choice behaviors.
- Delta Moments: Times when brand habits
are re-evaluated. Brand histories – stereotypical
timelines showing context of brand relationships. Description
of categories of mental rules sets (allowing for later quantitative
segmentation). Brand deconstruction (social, cultural, brand
personality
contextualisation ).
Works With:
Winning Brands,
Mystery Shopper Studies, ShopperTrends, Category Management
services, consumer panel and retail promotional effectiveness
research.
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