Brand Health – a group of research tasks aimed at identifying the strengths and weaknesses of a brand and its position in the market relative to competing brands, considered in terms of how end consumers perceive them.
-
Brand awareness – Top of mind (the first brand spontaneously named), spontaneous awareness, awareness with prompting (selection from a suggested list). -
The “brand health” pyramid, which includes: awareness, first purchase experience, repeat purchase, willingness to recommend, loyalty. -
Perception in comparison with competitors. -
Identification of points of parity and differentiation (commonalities with competitors and uniqueness inherent to the brand). -
Brand “personality” map (includes rational and emotional characteristics). -
Assessment of brand advertising communications awareness. -
Assessment of the NPS index. -
Identification of motives and barriers to purchasing the products of the brand under study. -
Key indicators/criteria influencing brand choice.
Sociological expertise
- Mass sociological surveys — respondents living in the Kyrgyz Republic are interviewed;
- In-depth sociological interviews — the target audience expresses its opinion in detail;
- Expert sociological surveys — specialists act as respondents.
NPS
Data for NPS is collected primarily through CATI, CAPI, and CAWI surveys. A ten-point scale is used to calculate the consumer loyalty index. Next, customers are divided into three categories—detractors, neutrals, and promoters—and the calculation is performed. If the index is negative or neutral, it is necessary to urgently adjust the level of satisfaction and change the marketing strategy. The higher the NPS, the more buyers trust your company.
Conjoint analysis is a method used primarily to study consumer preferences. It is a quantitative research method used in the development of new products or the refinement/modernization of existing products, when it is necessary to determine what technical, consumer, and other characteristics a product must have in order to be in demand on the market by end consumers.
Conjoint analysis is one of the most complex methods of marketing research. It is characterized by its multi-stage nature, complex tools, and a multi-step analysis algorithm using “heavy” statistical methods (in particular, regression analysis). The purpose of the method is to obtain a list of product characteristics that are most important to consumers and to form a profile of the “ideal product.”
(Usage and Attitude)
When developing new products or adjusting the consumer properties of goods, companies often turn to U&A research. This research solution is useful when it is necessary to build communication with consumers, choose effective ways to promote goods, etc.
The object of the research is consumers of goods or services who may purchase the product or are already purchasing it.
