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Design/Methodology:
Using ‘Brand
Map’ off the shelf software. Adds value to U&A/Winning
Brands (and other) type studies by taking brand (or product)
by attribute, or segment by attitude, etc matrices and transforming
them into two dimensional maps.
Marketing
Issues Addressed:
Brand positioning,
uncovering which key attributes/attitudes differentiate brands/consumer
segments. Also just ease of presenting a lot of numbers. Can
track changes in perception over time.
Analyses
Delivered:
Two-dimensional
maps of various types, correspondence being the most common.
Can position ideal brands.
Works With:
U&A and Winning
Brands data but most matrices are viable if the outcome is
meaningful.
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