Our approach uncovers and quantifies both the rational and the emotional motivations behind consumers' decisions in your category.
Traditional measurement and assessment systems were designed to identify markets for products, not to capture and identify customer values that form the emotional bonds resulting in customer loyalty and engagement. As we often say at Brand Keys, 'traditional inquiry yields statistically reliable and valid answers… to meaningless questions' !
The alternative approach is our metrics. Our measurements are designed to assess 21st century "bionic" consumers in an increasingly difficult and undifferentiated marketplace. With consumers behind the wheel like never before, it's critical for brands to measure their equity, their marketing, media, and communications against real category drivers and expectations — as defined by their consumers (and not just abstract norms). To do that you need to know what consumers think, not what they 'say' they think.
Brand Keys measures are scientifically validated via a national probability sample in the UK and US, with statistical reliability at the 95% confidence level. The application of our predictive brand loyalty and engagement metrics have been used in 26 countries around the world, in B2C and B2B categories, with similar results.
There is no other technique currently available – including persuasion measures – that provides the kinds of insights and predictive results that correlate so highly to sales. If you would like more information on our methodology and how it can develop, launch, and grow your brand according to the Rule of Six, please click here.
