webinar "brand driver analysis - extract more juice from your brand tracking studies"
TRANSCRIPT
Uncover what drives your brand positioning in the marketBrand Driver Analysis - Extract more juice from your brand tracking studies
Juan Tello | November 2016
1
Brand Health Key Drivers
Most of the time brand tracker information is not fully exploited
Trend Analysis
WHAT WHY
2
Apply SKIM Drivers Analysis to
extract more juice from existing
brand tracker data
3
4
Drivers Analysis identifies which
factors have the
most impact on
brand health
Brand Overall
Rating
Customer
Service
Product
PerformanceValue for
money
Reliable
adviceProduct
Quality
Easy to
use
Fair Price
$
5
Data required for drivers analysis is generally included in
any brand tracker study
Holistic
Functional
A) Overall Brand Metrics
B) Association
metric between
brands and
attributes
Brand Overall
Rating
Customer
Service
Product
PerformanceValue for
money
Reliable
adviceProduct
Quality
Easy to
use
Fair Price
$
SKIM employs
various hierarchical
multivariate analysis
to uncover interactions
between factors
BBN SEM PLS
Acyclic network of factors is built
based on levels of interaction
between them
6
7
Communication and innovation strategies can be defined
based on which drivers a brand owns vs. competition
Brand Overall
Rating
Customer
Service
Product
PerformanceValue for
money
Reliable
adviceProduct
Quality
Easy to
use
Fair Price
$
Brand Ownership
Brand A
Brand B
WhitespaceWhere to play?
Does the brand have the
right to win versus
competition?
8
Whitespace: less resistance in shifting consumer perception
of how a brand is associated with a factor not owned
Brand Overall
Rating
Customer
Service
Product
PerformanceValue for
money
Reliable
advice
Product
Quality
Easy to
use
Fair Price
$
Brand Ownership
Brand A
Brand B
Whitespace
Whitespace opportunities
can be uncovered by
identifying factors that are
not owned by any brand
in the market
9
SKIM computes whether a brand owns or not certain
factor vis a vis competition
Brand ownership is defined through normalized residuals highlighting associations
statistically significantly above or below the expected brand association
Ownership Weakness No Ownership
AttributesBrand A Brand B Brand C
Attribute
Average
Customer Service 70% 50% 5% 42%
Product Performance 70% 30% 5% 35%
Product Quality 60% 20% 10% 30%
Value for Money 40% 20% 20% 27%
Brand Average 60% 30% 10% 33%
Big/Small brand effect Whitespace opportunity
10
Layering brand ownership over the network allow brands to
know where to play and how to win
Brand Overall
Rating
Customer
Service
Product
PerformanceValue for
money
Reliable
advice
Product
Quality
Easy to
use
Fair Price
$
Brand A Brand B Whitespace
Each bubble is a factor
Bubble size denotes impact
towards overall rating
Arrow width denotes level of
interaction between factors
Color denotes brand
ownership
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Differentiated
Strategies
Brand Users
Shopping habits
Age generations
Heavy/Light Users
Specific segments can be analyzed to understand
differences regarding drivers and ownerships
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Malleability index describes how easy/hard is it to change
consumer’s brand perceptions in each segmentB
ran
d O
ve
rall
Ra
tin
g
Malleability Index
Boomers
Gen X
Millennials
13
SKIM Drivers Analysis
Main Deliverables
Brand
Overall
Rating
Customer
Service
Product
PerformanceValue for
money
Reliable
adviceProduct
Quality
Easy to
use
Fair Price
$
Brand
Overall
Rating
Customer
Service
Product
PerformanceValue for
money
Reliable
adviceProduct
Quality
Easy to
use
Fair Price
$
Brand Ladder
Showing strengths and
weaknesses by brand
Market Opportunity Ladder
Showing brand ownership and
whitespace opportunities
Contribution bar charts
Towards dependent metric
20%18% 17% 17%
10% 10%8%
CS ProductP.
Value formoney
Fair Price ReliableAdvice
ProductQuality
Easy toUse
14
SKIM Drivers Analysis
Market Simulations
Brand
Overall
Rating
Customer
Service
Product
PerformanceValue for
money
Reliable
adviceProduct
Quality
Easy to
use
Fair Price
$
Market Simulations
Explore what the size of the prize is of your brand owning a certain factor or whitespace
Explore the level of risk of a competitor owning a certain factor or whitespace
What if?
Contact us: extract more juice from your data
skimgroup.com
@SKIMgroup
SKIMgroup
SKIMgroup
15
Juan Tello
Senior VP Americas
+506 4052 7272
Wessel Roose
Research Manager
+31 10 282 3520