在等待專案為品牌增長作決策的過程當中，常常錯過了許多市場會對其業績產生影響的變化和改進的機會。在接下來的文中，我們將介紹一種替代的漸進方式，藉此讓我們與客戶能夠作出跟上這個世界快速的變化腳步的決策。
Incremental versus Monumental Decision-Making
Sometimes, in waiting for a monumental strategic decision to grow its brand, the company missed many opportunities for small incremental changes and improvements that could have had a real impact on the business results. In this article, we will describe an alternative incremental approach to decision-making that keeps up with the pace of business in today’s rapidly and fundamentally changing world.
對於品牌來說，接觸消費者並且感動他們，從未像現在如此艱難過。我們都一同見證了全球化造成品牌倍增、數位化讓更多內容及管道被開發，在戶外、在我們的口袋，甚至在我們的電冰箱上，都能是行銷活動的管道。
It has never been tougher for brands to touch and move people. We all experience it. Globalisation has resulted in multiplying brands. With digitisation, more content is developed for more channels. New channels open every day – outdoors, in our pockets, even on our fridges - through smartphones, connected screens and the Internet of Things.
隨著電商崛起，台灣的物流市場預估將於2019年達到每年300億的規模。國內外備受關注的「智能櫃」解決了宅配高重複配送率的問題，並顧及客戶隱私，然而在智能櫃發展剛起步的台灣，這片市場就竟會是荒野還是藍海？
With the begin of virtual shopping era, it was estimated that Taiwan logistic market will reach a scale of 30 billion NT dollars in 2019. Additional human resources and double deliveries costs draw attention in both domestic and international self-pickup market, thus lead to the invention of “smart locker”. In Taiwan, the smart locker trend started from the beginning of this year. It is still unknown whether Taiwan is a blue ocean for smart lockers or not.
比起良好的產品表現，品牌親近度更是區分品牌、讓一個品牌成為消費者首選的關鍵。BVC模型能夠幫助企業了解他的品牌是否擁有該品牌規模應有的品牌取得意願，有效地將成長潛力最大化，或是將損失最小化。
Compared with performance, closeness is more likely to discriminate brands and push a band into being high ranked first. BVC (Brand Value Creator) helps you understand whether your brand has as much desire as it should, relative to its size. It can lead you to the best ways to maximise the growth potential, or minimise losses.
當品牌變得突出之後，它在消費者有限的心理網路中，就成功地佔下了一席之地，而下一步就是成為首選，也就是與其它品牌相比，消費者進行選擇時，品牌必須具有最高的感知價值。而BVC模型可以讓我們了解消費者的心理網路，幫助品牌挖掘出變得與眾不同的機會。
BVC will help you understand where lack of saliency is the key challenge for your brand. Exploration of the mental networks around the category will help you identify opportunities for your brand to become more distinctive.
在台灣，非處方成藥品牌特別關注在透過有力的廣告來與目標客群產生共鳴，並建立品牌力。因此，了解非處方成藥廣告表現的驅動因素，以及品牌成長的關鍵動能是非常重要的。
In Taiwan, there has become a strong focus on building OTC brands via powerful advertising that resonate with the target audience. It is therefore critical to understand what truly drives their performance of OTC advertising, and what an OTC brands can leverage for greater growth.
本文將介紹，我們是如何盡可能地在受訪者能接受的時間內，獲得更多受訪者的資訊。在上一個章節中我們介紹了資料歸屬（data ascription），這一篇將繼續介紹資料融合（data fusion）及其他統計方法及其應用。
The purposes of this paper is how we extract as much information as possible from our respondents.
衡量指標的選擇非常重要，它決定了我們將要如何實現目標，錯誤的衡量指標可能會導致與預期相反的結果，這種現象稱為不當誘因。
Choosing the wrong metrics can lead to the opposite of the intended outcome — a phenomenon known as “perverse incentives.”
民族誌最初是用來瞭解遙遠地區文化的方法，而它能將行為置於研究的核心，以新的方式觀察消費者的世界，以幫助我們挖掘潛在的機會。
Ethnography was originally used as a method to understand tribes or cultures in distant lands, now it helps our clients identify previously unseen opportunities through looking at people’s worlds in a new way, through putting behaviour at the heart of our investigation.
