Every company strives to stand out in the competition and find its way into the hearts of customers and consumers, and therefore consistently invests in nurturing, growing and protecting its brand or its entire portfolio. Our job is to provide you with feedback on how consumers see you and the competitive landscape in general. The brand is also inextricably linked to the customer experience and the criteria for their decisions, which is why you will find solutions that measure customer satisfaction in this section.

Brand health

Brand Health research tool is specially designed to analyze brand position in the market. It investigates brand awareness, usage, competitive environment, selection process, important qualities for the consumer, and our brand‘s correspondence with them.

Data for Brand Health research is collected using the specialized questionnaire, which comprehensively defines all information needed for the analysis. Brand Health is applicable in various spheres, where existing brands can be identified; it may research brands of daily consumed goods and services as well as business-to-business products and services.

Knowing how our brand is perceived among the consumers, and the qualities which are related to it, we can accurately form our brand image and apply the necessary marketing strategy. By comparing competitors‘ and our brand‘s perceptions we can identify our strengths and weaknesses. This research tool allows evaluating positive and negative product selection influents, and identifying the problematic brand side (is it the product itself, brand communication, brand awareness, etc.).

Usage and awareness (U&A) research

Usage and awareness - a comprehensive study of consumer habits, consumer behaviour and attitudes towards brands on the market, as well as an analysis of consumer loyalty to individual products.

This is a comprehensive study focusing on the daily consumer behaviour of the target group, brand awareness, brand loyalty and the choice process etc.

While product introduction research focuses on the aspects of consumer interest and attention-grabbing, U&A provides insights into how to build a lasting product-consumer relationship, and what solutions and tools can be used to attract non-users.

Customer choice

Final Choice Model

Customers’ choice is determined by many factors. The final Choice Model allows for identifying where, why, and how the customers choose our or our competitors’ products. Retrospective analysis helps to clearly name product/brand competitors. It is possible that customers choose competitor A in a supermarket for some reason, while they prefer competitor B in a smaller shop for another reason, and competitor C in a small town for completely different reasons.

The final Choice Model not only helps to identify these reasons, but can also define the groups of customers in each case (by social-demographic and psychographic characteristics).

Conjoint analysis

Conjoint analysis - is a globally popular tool designed to analyse consumer choice criteria in both goods and services markets. It is characterised by the fact that consumers are not asked about their choice criteria, but are simply allowed to choose their preferred option. This creates a situation close to the actual purchase of the good or service. The consumer is left free to behave impulsively and irrationally, as in most real-life choices.

User preferences are recorded and then analysed using a special computer programme. The data obtained allows the simulation of a possible market situation, the assessment of the potential of a new product on the market and the identification of the most attractive product or service option for the consumer.

Customer satisfaction

Consumer satisfaction analysis - comprehensive brand analyses Brand Health part analysing consumer satisfaction, loyalty and the relationship with the analysed and competing brands. In addition, the factors determining loyalty/disloyalty are analysed.

Net Promoter Score

We also recommend Net Promoter Score which helps to estimate active satisfaction, i.e. how the clients are eager to recommend your product to others. It is a very popular and universal index, so it is easily comparable not only with the competitors, but also with your foreign partners.

Image study

A company always has a miscellaneous reputation. This is why it is crucial to employ clearly defined parameters that measure and identify both strong and weak aspects of the firm’s reputation.

SP imageTest is built on the qualitative and quantitative analysis of the reputation parameters. It uses clearly defined factors that allow analyzing image with the methods of mathematical analysis. In the factor groups, both rational (functional) and irrational (emotional) parameters are taken into account.

The methods of content analysis and factor analysis lead to a specific identification of good and bad aspects of the reputation and allows making motivated recommendations for improvement.