OBJECTIVES

 Describe effective qualitative

research techniques for tapping into
consumer brand knowledge
 Identify effective quantitative
research techniques for measuring
brand awareness, image…
QUALITATIVE
RESEARCH
Aims to gather in-depth
information on human behavior
and the underlying reasons for
this behavior
Focus group
One on one interviews
QUALITATIVE RESEARCH
TECHNIQUES
 Identify possible brand associations
and sources of brand equity
 Relatively unstructured
measurement approaches that
permit a range of possible consumer
response
 The first step in exploring consumer
brand and product perceptions
FREE ASSOCIATION
 Simplest and often the most
powerful way to profile brand
associations
 Help marketers clarify the range of
possible associations and assemble a
brand profile
 What do you like best about the brand?
What are its positive aspects or
advantage?
 What do you like least about the brand?
What are its negative aspects or
disadvantages?
 What do you find unique about the brand?
How is it different from other brands
 Free associations can provide some rough
indication of the relative strength, favorability
and uniqueness of brand associations
 Who uses the brand?

 What kind of person?

 When and where do they use the brand?

 What types of situations?

 Why do people use the brand?

 What do they get out of using it?

 How do they use the brand?

PROJECTIVE TECHNIQUES
 Diagnostictools to uncover the true
opinions and feelings of consumers
when they are unwilling or
otherwise unable to express
themselves on these matters
Completion and interpretation
tasks: classic projective techniques
use incomplete of ambiguous
stimuli to elicit consumer thoughts
and feelings
Comparison tasks: comparing
brand to people, countries,
animals, activities, cars,
magazines and so on
ZMET
 Zaltman Metaphor Elicitation Technique (ZMET)
 ZMET is “technique for eliciting interconnected
constructs that influence thought and behavior”
 ZMET is useful in understanding consumers’
images of brands, products, companies, brand
equity, product concepts and designs, product
usage and purchase experiences and so on
 Story telling
 Missed images

 Opposite images

 Sensory images

 Mental map

 Summary image
BRAND PERSONALITY AND VALUES
 Brand personality refers to human
characteristics or traits that can be attributed to
a brand
 THE BIG FIVE

➢ Sincerity (down-to-earth, wholesome and

cheerful)
➢ Excitement (darling, imaginative and up-to-date)

➢ Competence (reliable, intelligent and successful)

➢ Sophistication (upper class and charming)

➢ Ruggedness (outdoorsy and tough)

EXPERIENTIAL METHODS
 Tapping more directly into their actual home,
work, or shopping behaviors
 Send researchers to consumers’ homes.
QUANTITATIVE RESEARCH
 Larger participant numbers
 Statistically significant

 More structure than qualitative research

QUANTITATIVE RESEARCH
TECHNIQUES
 Awareness
 Image

 Brand response

 Brand relationships
AWARENESS
 Recognition: ability to consumers to identify the
brand under various circumstances
 Recall: ability of consumers to retrieve the actual
brand elements from memory
GUESS THE BRAND
 D_ _ NE_
 KO_ _K

 DU_AC_ _ _

 L_G_

 H_ _SH_Y

 N_K_

 M_CH_ _IN
 DISNEY
 KODAK

 DURACELL

 LEGO

 HERSHEY

 NIKE

 MICHELIN
 Correction for guessing: any research
measure must consider the issue of consumers
making up responses or guessing
 Strategic implications: the advantage of aided
recall measures is that they yield insight into
how brand knowledge is organized in memory
and what kind of cues or reminders may be
necessary for consumers to be able to retrieve the
brand from memory
BRAND IMAGE
 Ask open-ended questions to tap into the
strength, favorability and uniqueness of brand
associations
◼Strengthen
What are the strongest associations you have to
the brand?
What comes to mind when you think of the brand?
◼Favorability
What is good about the brand?
What do you like about the brand?
What is bad about the brand
What do you dislike the brand
◼Uniqueness
What is unique about the brand?
What characteristics or features does the brand
share with other brands?
BRAND RESPONES
 Research in psychology suggests that purchase
intention are most likely to be predictive of actual
purchase when there is correspondence between
the two in the following categories
1. Action (buying for own use or gift)
2. Target (type of product and brand)
3. Context (type of store based on what prices and
other conditions)
4. Time (within a week, month or year)
BRAND RELATIONSHIP
 Behavioral loyalty
 Brand substitutability

 Other brand resonance dimensions

BRAND DYNAMICS
 The Brand Dynamics model adopts a hierarchical
approach to determine the strength of
relationship a consumer has with a brand
 The five levels of the model are:

 Presence: how the brand is shown/ existence

 Relevance:

 Performance

 Advantage

 Bonding
THE RELATIONSHIP WITH CBBE
 Related to the 4 levels of CBBE: brand identity,
brand meaning, brand response and brand
relationships
 The CBBE model synthesizes the concepts and
measures from a leading industry model and at
the same time provides much additional
substance and insight