Brand Awareness Checkup

Brand Awareness Checkup


The Brand Awareness Checkup allows you to monitor positioning metrics of a brand or set of brands within a category; its commonly known as a Brand Health or Brand Love Measurement study. 

You determine the depth of your study (exploratory, intermediate, or detailed) by selecting modules designed to produce actionable insights in the areas of: brand positioning, user experience with the product, communication with the target, and customer service.

Why choose it?

  • We not only monitor the category, brand or product, but those other factors that impact the consumer's perception and purchase decision.

  • We include BTL elements to give you the bigger picture of your advertising efforts and the impact of your competition's actions in this area

  • We study the impact of your public relations, sponsorship, or social responsibility efforts if you have them

  • Our Data Visualization makes sure the insights inside are easily understood and shareable

The Brand Awareness Checkup (BAC) allows you to monitor positioning metrics of a brand or set of brands within a category; it's commonly known as a Brand Health or Brand Love Measurement study. 

You determine the depth of your study (exploratory, intermediate, or detailed) by selecting modules designed to produce actionable insights in the areas of: brand positioning, user experience with the product, communication with the target, and customer service.

Knowing the specifics of where your brand stands within your category, or against a specific competitor or product makes it easier for you to make adjustments to strategies focused on brand positioning, user experience with the product, and the communication of key messages.

Our clients use the BAC to figure out where their brand or product stands within a group of competitors, detect the most effective advertising–be it their own or their competitor's, and determine the impact of the media on the consumer's opinion of the category, brand, or product all with the end of crafting more effective strategies.

Atlantia Search’s methodology for evaluating the posi​tioning of a brand includes multiple types of statistical analyses and methodologies that yield highly relevant data and the most actionable insights. The Brand Awareness Checkup utilizes: TURFanalysis, Brand Funnel, Net Promoter Score (NPS), Brand Archetype Clustering, and single and multivarianle correlational analysis. 

The study's sample quality is ensured by advanced quality control systems like Anti-Speeder, Unique User Validation (UUV), Anti-Random Answers (ARA), and Geo-Referenced Validation, among others.

With our AI-driven and automated data analytics tools, we carry out different single and multivariable analyses in a matter of minutes to identify the most relevant insights of your study.

Value Proposition:

  • You decide the depth of your study and you can select between exploratory, intermediate, and detailed versions
  • Our delivery times are faster than our competitors'
  • Only pay for the things you want to know by selecting modules that group together relevant information for your business or industry
  • Our modules allow you to focus your analysis on evaluating your brand architecture,  the impact of your advertising, brand reputation and crisis management
  • We not only monitor the category, brand or product, but those other factors that impact the consumer's perception and purchase decision
  • We include BTL elements to give you the bigger picture of your advertising efforts and the impact of your competition's actions in this area
  • We use data visualization in your report to make the insights quickly and easily understandable and sharable

Analyze three main modules: marketing memorability, brand reputation, and crisis/negative coverage management

Main Indicators:

  • Top of Mind
  • Share of Mind
  • Purchase Intention
  • Favorite Brand
 
  • Brand Funnel (Brand Love Conversion Rate
  • Advertising Recall
  • NPS for each of the brand's service point
  • Crisis/Negative Coverage Impact

Exploratory Study

Describes the main indicators and offers cross tabulations with demographic data for each of the modules selected.  

Intermediate Study
Includes the information of the exploratory study in addition to identifying six types of relations that a consumer can have with your brand (lovers, rejecters, dissaponted, satisfied, potential, non users) using indicators like:

  • Segment distribution
  • Most attractive elements by segment
  • Least attractive elements by segment
  • Most preferred brands by segment
  • TOM, SOM, TC by segment

Detailed Study
Includes the information from the previous studies and adds the indicator:

  • Brand Relevance - using a Turff Analysis identify a brand's relevance and reach from a ranking of category characteristics

With the results from your study you'll be able to...

Identify:

  • Brand positioning versus competitors
  • Media with the greatest impact among consumers
  • Key messages that stand out and remain in the minds of consumers
  • Brand desireability 

Design, maintain, reinforce or redesign strategies for:

  • Communication and marketing for positioning 
  • Brand experience across different points of contact with the customer

Evaluate and optimize:

  • Social responsibility and public relations efforts
  • The impact of brand building actions, sponsorships, and specific campaigns 

Stay in the loop when it comes to your reputation versus your competitors'.

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Atlantia Search’s methodology for evaluating the positioning of a brand includes multiple types of statistical analyses and methodologies that yield highly relevant data and the most actionable insights.

Main Methodologies:

  • TURF Analysis: Using the statistical tool, Scope and Non-Duplicate Frequency Totals, we identify the leading brands in the market which will help you gain perspective on your own company’s positioning

  • Brand Funnel: A model that gives a complete description of the strengths of your brand in relation to the competition

  • NPS: The Net Promoter Score (NPS) is an index of the desire to recommend the brand and of the overall consumer satisfaction

  • Brand Archetype Clustering: Allows us to identify perceptions of the brand archetype from current and potential consumers

  • Single and Multivariable Correlation Analysis: Through our AI-driven and automated data analytics tools, we quickly and efficiently carry out different single and multivariable analysis of the data so we can identify the most relevant insights of your study

The Most Advanced Tools for Assuring Sample Quality:

By default, all of our studies done through CAWI, CAPI y CATI, include automated systems for sample quality control such as...

  • Anti-Speeder: this validation algorithm estimates the minimum time needed to complete a survey and rejects whatever value falls below it
  • Unique User Validation (UUV): To avoid multiple survey replies from the same respondent, more than 20 parameters from the device and respondent are validated  
  • Anti-Random Answers (ARA): To exclude random answers from respondents we have an algorithm that identifies psychological patterns that indicate random responses and removes them

  • Geo-referenced Validation: We guarantee location by GPS tracking respondents or by using the location of their IP address

  • Other Tools: we utilize additional tools and methods to guarantee the sample quality; control questions, anomalous answers rejection, automatic validation of open answers, missing data algorithms, contingency tables, etc.

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We leverage Artificial Intelligence for our data analysis:

Atlantia Search’s automated AI-driven statistical analytics tools allow us to carry out single and multivariable analyses in a question of minutes to find relevant insights. We are also capable of carrying out a host of other analyses which include K-means, CHAID Tree, Conjoint, Maxdiff, M-Estimation, Ordinary Less Scores, Reach Regressions, Logit-regressions, Linear Regressions, Anovas, Pivot Tables, to name a few, and statistics generation methods such as T-test ANOVA, Games-Howell Nonparametric Post-Hoc Tests, Cohen’s F Statistic, Pearson Correlation, Spearman Correlation, Point Biserial Correlation, Cohen’s D, Paired T-test, Fisher’s Exact Test, Chi-Squared Test, Cramer’s V, Z-test, Time-series Analysis, Difference in differences (DID, DD) among many others.