The Optimization Group has developed a proprietary extension of IdeaMap®, which we've named Brand Impact AnalysisTM. BIATM allows marketers to understand the motivational effects of alternative messaging elements (words or visuals) linked specifically to their brand, as well as each of its key competitors.
One of the goals with BIATM is to identify those messages which most powerfully resonate ("turbocharge") with consumers/customers when combined with a brand. It provides critical information to the creative development process, by quantifying areas of a brand's resonance and dissonance with its consumers/customers, and perhaps most importantly, BIATM quantifies areas of competitive brand resonance and dissonance. Armed with this critical business intelligence, marketers can determine which messages to potentially avoid (areas of competitor strength), and those messages to potentially exploit (areas of competitor weakness).
Traditionally, brand name evaluation is performed utilizing direct Q&A oriented methodologies such as surveys and focus groups. The concern with these approaches is that participants 'over-intellectualize' the many ways that a brand name can impact consumer purchase intent.
IdeaMap® is based on a rigorous design that does not require respondents to react to a brand name in a rational manner. Instead, IdeaMap® links the presence or absence of the various elements - including brand names - to ratings based on a pattern of responses. By examining how the presence or absence of a brand name impacts the contribution of other study elements, we are able to analytically measure the interactive effects between brands and other study elements.
Click here for more information about a Brand Impact AnalysisTMFor more information on how a Brand Impact AnalysisTM can benefit your organization, contact:
Tom Thompson
tthompson@optimizationgroup.com
(734) 748-5460
Jeff Ewald
jewald@optimizationgroup.com
(248) 459-1194
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