BRAND MRI

Deeper Strategy Insight

SOLVE KEY BRAND AND COMPANY CHALLENGES! 

  • Brand MRI™ goes beyond basic understanding of consumer needs to solve important company strategy questions for your brand. Using creative combinations of techniques and inventive questioning, we customize studies to drive deeper comprehension, insight, and actionability.

TRANSCEND

  • Many quant firms package their studies into standard buckets (e.g. A&U, Habits & Practices, Concept Tests, Segmentation) rather than starting with a blank slate and the flexibility to customize the solution around the objectives.

  • Segmentation studies are often so expensive, slow, and over-done, researchers split hairs past the point of diminishing returns; plus, the process is too expensive to keep up-to-date.

  • Researchers often don’t leverage existing client research enough, or think deeply enough through the client problem.

STATUS QUO

  • 100% custom studies, loosely defined within the following areas:

    • Category Exploration
      Understand the landscape, define/assess your strategy, evaluate Insights, compare Equity, and/or uncover Archetypes and Emotions

    • Target Discovery
      Identify the most passionate prospects and how best to aggregate demand

    • Segmentation
      Paint a clearer picture of your category based on consumer needs, attitudes, habits, pain points, etc.—without “over-engineering,” and with a greater focus on actionability

    • Conjoint/Discrete Choice
      Better understand tradeoffs and the mix of variables that will maximize sales

    • Brand Acquisition Evaluation
      Systematically evaluate brand strengths and potential key growth opportunities

    • Tracking
      Monitor consumer reactions over time to assess marketing effectiveness and uncover marketing opportunities

    • Solve This!
      Questions range from how/should the Chicago Cubs change their uniforms and improve the stadium experience to…?

USE CASES

  • The best techniques curated specifically for the objectives

  • Hybrid solutions that creatively combine questions

  • Researchers who work to think like management consultants

ADVANTAGES