Please join senior members of the Ipsos MediaCT team to learn more about research approaches for quantifying a brand's equity and identifying the top drivers (attributes) that impact equity.
During this session, Jay Weiner, Senior Vice President & Director of Marketing Sciences for Ipsos, will discuss how choice models can be designed to address and isolate the impact that several features have on price and willingness to pay for a particular product – specifically, the ever-changing mobile phone category. Included in the analytical output for this session, is a Penalty/Reward analysis which provides further detail and prioritization of key brand equity drivers, giving marketers clear direction on where to focus development and/or messaging activities. The analytical technique resulted in a very high correlation of calculated equity and stated market share, further reinforcing the value of such techniques.
Marketers responsible for quantify key metrics around their brands, products or services, and/or feature development, will find this session of particular interest.
Space is limited. Register today.
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