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Elegant Abstract Background

BRAND RESEARCH & STRATEGY

Our specialties and service information,

on brand research for strategic development

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BRAND DENSITY,
VALUE & TRACKING

We can help answer a key question: 

What comes to people's mind when they think of your brand?

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VALUE MEASUREMENT

Need to extract the value of your company to customer surveys or employee recommendations?

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MARKET SEGMENTATION

Identification of market segments that are actionable and can be reached.

pyramid framework

PYRAMID FRAMEWORK

How we organize determining the best methods 

to get your brand's value to grow.

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SWITCHABLE CONSUMER

We can help identify segments of consumers that would switch to your brand.

BRAND DENSITY, VALUE & TRACKING

Service Information

WHAT IS IT?

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The more associations a consumer has with a brand and the more these associations are inter-connected, the easier the brand will come to mind first.

Brands that come to mind first are more likely to be chosen.

In a recent paper, a new brand equality-and-understanding approach has been developed that is based on the SAT: brand density (Vriens, Chen & Schomaker, 2019).

 

The approach is based on one open-ended question:

When you think of brand X, what comes to mind?

HOW DO WE DO IT?

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We collect data via open-ended questions. The responses are analyzed and coded via a hybrid approach of manual and NLP text analytics. 

The outcome are frequencies of brand associations, the degree of connectedness, a brand density number that can be tracked over time - and a brand density visualization

brand density

VALUE MEASUREMENT

Service Information

WHAT IS IT?

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We extract meaning, insights and general company value derived from

open-ended survey responses and unstructured text from the internet

(i.e. web-scraping).

HOW DO WE DO IT?

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Text analytics can be done manually,

semi-automatically, or fully automatically.

Kwantum has deep expertise in all these modes.

We have a strong protocol for manually analyzing text data, and use advanced Natural Language Processing (NLP) techniques; this includes: Latent Dirichlet models, Latent index modeling, and the most advanced BERT modeling approach.

 

Kwantum has a proven approach that combines manual interpretation with machine learning approaches.

We also have integrated the results of a text analysis into a quantitative driver analysis. 

value measurement

MARKET SEGMENTATION

Service Information

WHAT IS IT?

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Identification of market segments that are actionable and can be reached.

 

We use a combination of social psychology and advanced methods

(e.g. latent class analysis), and the concept of core members to identify actionable segments and develop extremely well-working typing tools.

HOW DO WE DO IT?

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We use latent class analysis, k-means, and the concept of core members

(see resources).

We use advanced machine learning and imbalance correction methods to develop strong typing tools.

The best typing tools are not just selected based on maximum accuracy, but also optimal profitability.

segmetation

PYRAMID FRAMEWORK

Service Information

WHAT IS IT?

pyramid framework

We work under a pyramid structure to assess the best way to meet your needs of brand value growth. 

Under this framework, we're able to ensure clarity of our suggestions, through assessment of how each component contributes to getting the most out of our analyses.

HOW DO WE DO IT?

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Starting from the bottom, we leverage: 

  • Brand association density,

  • Category associations, 

  • Brand choice drivers & switchable consumer 

  • Brand & product value

  • Brand tracking 

  • Brand strategy

Collectively, use each step in this structure to determine places where you can boost brand value, and hit markets that may have been otherwise untouched.

RESOURCES

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pyramid framework

SWITCHABLE CONSUMER

Service Information

WHAT IS IT?

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We identify several segments of consumers that can be considered low-hanging-fruit.​

 

We identify consumers who currently prefer another brand but are close to choosing your brand, and we identify those consumers who currently prefer your brand but are close to choosing your competitors brand.

HOW DO WE DO IT?

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We use a combination of logit modeling and individual-level simulations to get these breakthrough-insights.​

switchable consumer analysis

CONTACT US

Thank you for your interest in our research. Get in touch with us for any questions or comments regarding our work and publications.

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