Brand managers are faced with a wide array of business challenges: How can I better position my brand? How can I optimise my portfolio? Where can I find new growth opportunities?
Traditional quantitative research has relied heavily on stated responses, often using long lists of attributes. While there is still room for this kind of measurement, it does not adequately capture people’s less conscious needs. People’s decision making is often influenced by their intuition; therefore, it is important that we capture less conscious desires as well as the mental shortcuts people use when making brand decisions.
To evolve the traditional survey to capture non-conscious decision-making, we have developed a new metaphor elicitation technique to uncover implicit brand choice influencers. While metaphor elicitation has been used as a qualitative technique for many years, the approach we have developed uses a quantitative method – making metaphor elicitation efficient, scalable, and accessible.
We recommend leveraging metaphor elicitation to capture important implicit drivers of brand choice. Because metaphor elicitation uses a projective technique, it helps respondents avoid over-rationalization and provides more intuitive responses. Moreover, it generates a deeper, more granular understanding of emotional benefits and provides rich data that reflects how consumers (in their own language) really think and feel about products and brands. By getting a truer consumer-centric measure of influence, marketers can better position their brands, optimize their portfolios and uncover innovation opportunities.
To learn more read Pictures Speak Louder than Words.
This paper has been published by the GreeBook.
Web Session: Looking beyond automotive – emotional branding in other sectors
Without doubt, the COVID-19 crisis has shown that consumers’ purchase behaviour is changing. In these uncertain times, customers and consumers are more than ever looking for reliable and trustworthy brands. In our web session, we will explore how we can learn from other industries to support the automotive sector in building and maintaining strong brands in times of crisis.
Web-Seminar: How to win consumers over through health benefits in the yogurt category
Today it is challenging to understand consumer behaviors and drivers when it comes to their buying habits and needs. That is why DuPont Nutrition & Biosciences partnered with IPSOS to conduct qualitative consumer research to understand better the consumer drivers for choosing yogurts with additional health benefits, the ingredients that relate to these health benefits and how consumers relate to them. In this web seminar we will take you through some of the results of this study and introduce you to some new concepts and ideas to be able to answer the consumer demand for additional health benefits in yogurts.
Web-Seminar: Auto Purchase & Usage Behaviours. The Impact of COVID-19
Buying a vehicle is a highly considered decision. In this period of COVID-19 stay-at-home mandates, personal driving is way down and vehicle sales is virtually at a halt in many markets across the world. The restrictions are or will be lifted slowly and car manufacturers need to better understand what the “new normal” of automotive use and ownership will be.