Keep a pulse on your brand using advanced techniques like Implicit Association Testing, which better reflect consumer perceptions.
A popular snack brand had high brand tracking scores but couldn’t improve their penetration. They wanted to better understand consumer perceptions to improve positioning and increase penetration.
We conducted an Implicit Association Test, which measures a respondent’s non-conscious (aka System 1) association with a brand. The purpose of this test was to understand what attributes consumers associated with the snack brand and its competitors.
The results demonstrated that this brand stood for the same attributes as the market leader, which did not allow the brand to differentiate. However, these results also identified key needs that no snack brand was meeting well, which uncovered an opportunity for a unique positioning.
Uncover brand opportunities and identify emerging trends by analyzing what consumers say and associate with on social media.
A regional healthy beverage brand was expanding to national distribution and wanted to understand hydration needs/trends in other regions of the US for marketing activation.
We conducted a social listening analysis on keywords in hydration, health drinks and overall wellness trends as well as brand mentions of a competitive brand. This allowed us to understand what consumers associated with hydration and what language they used to describe it.
The brand discovered some key differences in consumer need states and category substitutes across regions. This informed the brand’s shopper marketing and digital activation across regions while revealing whitespace for innovation.
Create a segmentation that will evolve with your consumers and support personalization at scale.
An investment firm had recently completed a million dollar segmentation but did not know how to activate against it for one to one marketing.
We used an AI platform to create a dynamic segmentation: a segmentation that evolved with the consumer based on current events and trends, which allowed us to identify differences and needs of micro-targets within the segments and simulate consumer response.
We were able to identify key differences to leverage in market communication and run simulations to anticipate a target’s response to messaging. As a result, the firm developed a targeted campaign reaching more consumers with individualized messaging.