Brand Research

At the core of rising brands is an understanding of how people make choices. People are more likely to choose brands that are salient. Salient brands fulfil the key motivational principles for selection which include meeting functional and emotional needs. Our brand associations and their effect on purchasing decisions are factored as follows:

• Usage Intention, whereby we provide insights on a new product potential. The usage intention is a market research KPI that focuses on a specific type of product and the relationship consumers have with it.
• Purchase Intention, whereby we forecast your customer’s future behavior. This market research metric takes the consumer’s intent a step further, by positioning them in an active state of potentially acquiring product.
• Willingness to pay whereby we find out the price range of a future product. It is important when it comes to pricing decisions or a new product development.

Also, these brands have the highest perceived value at the moment of choice compared with alternative options. Grow My Business provides you with an overall measure of your brand strength factored as follows:

• Brand desire is the ultimate metric reflecting the strength of your brand.
  A measure that combines both rational and emotional dimensions of your brand. This is about building strong mental networks for the brand: Strengthening brand saliency and brand relationships to ensure the brand ranks first in as many choice situations as possible.
• Market effects helps you improve your brand’s chances of being chosen.
  Market Effects will show the influence of in-market factors on equity and open new conversations regarding where we can create opportunities for your company. It is important for brands to be perceived as an easy, available choice. These are the factors which make it easy for consumers to choose the brand they desire, or alternatively, that get in the way and push them to an alternative choice.
• Brand equity measurement
  The final output is a combined scorecard illustrating the brand health position of a brand relative to competitors, with scores that are easily comparable across market and within different sectors. To be perceived as an easy, available choice: These are the factors which make it easy for consumers to choose the brand they desire, or alternatively, that get in the way and push them to an alternative choice.
• Brand perceptual mapping
  A perceptual map is the best qualitative method to understand how your brand is performing in the market, and what the consumers feel about it. Furthermore, it gives you the most accurate summary of your competitors’ positioning and strategy, and at times even helps you forecast future strategies. This understanding of your brand and its competition is essential to have a competitive edge in the market. The attributes that the marketers choose to plot on the axes, are the direct reflection of the brand’s growth in that area and explain the gaps between competitors