dcdx’s Post

🔎 People typically have expectations of brands they are familiar with. These expectations include what they believe the brand can do for them, and how it will make them feel. But how can brands identify which beliefs and feelings resonate most? In this paper, we draw on our research to highlight the undeniable influence of both micro and macro contexts on shaping consumer decisions including: - Why context is key to brand choice and the importance of functional, emotional, and societal expectations. - How contextual understanding can help brands to identify their true competition. - What types of decision-making habits stop people from switching brands. - The changes in socio-cultural or economic context that can inspire new ways for brands to grow. #Brands #BrandGrowth #Context #BrandChoice #Ipsos

We discussed the importance of market strength in brand health. Today, let’s dive into perceptual strength. ⬇️ MSW Research studied brand preference in 12 product categories by interviewing 31,000 people to find out what really drives it. We examined 25 attributes for each brand and identified seven key attributes that consistently drive brand preference. In order of importance, the top three attributes are: 1️⃣ Relevance: A brand that feels like it’s for someone like me. 2️⃣ Differentiation: A unique point of difference in the marketplace. 3️⃣ Emotional Bonding: The willingness to recommend the brand to a friend. These three attributes form the core of perceptual strength, which we call RDE (Relevance, Differentiation, Emotional Bonding). To measure them, we use an implicit technique that assesses the certainty of these attributes. We weight these certainty scores by their importance, with relevance being the most crucial, followed by differentiation and emotional bonding. Combining these weighted scores gives us a comprehensive measure of perceptual strength. So, how strong is your brand’s perception? 🚀 #BrandHealth #PerceptualStrength #BrandPreference #MSWResearch

🔎 People typically have expectations of brands they are familiar with. These expectations include what they believe the brand can do for them, and how it will make them feel. But how can brands identify which beliefs and feelings resonate most? In this paper, we draw on our research to highlight the undeniable influence of both micro and macro contexts on shaping consumer decisions including: - Why context is key to brand choice and the importance of functional, emotional, and societal expectations. - How contextual understanding can help brands to identify their true competition. - What types of decision-making habits stop people from switching brands. - The changes in socio-cultural or economic context that can inspire new ways for brands to grow. #Brands #BrandGrowth #Context #BrandChoice #Ipsos

🔎 People typically have expectations of brands they are familiar with. These expectations include what they believe the brand can do for them, and how it will make them feel. But how can brands identify which beliefs and feelings resonate most? In this paper, we draw on our research to highlight the undeniable influence of both micro and macro contexts on shaping consumer decisions including: - Why context is key to brand choice and the importance of functional, emotional, and societal expectations. - How contextual understanding can help brands to identify their true competition. - What types of decision-making habits stop people from switching brands. - The changes in socio-cultural or economic context that can inspire new ways for brands to grow. #Brands #BrandGrowth #Context #BrandChoice #Ipsos

📊 Ipsos research illustrates that more than half of the determinants for brand choice are influenced by context, varying with category. This is the rationale behind our belief that there's a need to transition from static brand growth frameworks to more fluid contextual brand choice models that adapt to the fluctuating environments where brands and consumers coexist. Recognising and adjusting to this dynamic environment is not only advantageous but crucial. In this paper, we utilise our research findings to emphasise the unquestionable impact of both micro and macro contexts in moulding consumer choices. In particular, we examine: - Why context is key to brand choice and the importance of functional, emotional, and societal expectations. - How contextual understanding can help brands to identify their true competition. - What types of decision-making habits stop people from switching brands. - The changes in socio-cultural or economic context that can inspire new ways for brands to grow. #Brands #BrandGrowth #Context #BrandChoice #Ipsos

💡 People typically have expectations of brands they are familiar with. These expectations include what they believe the brand can do for them, and how it will make them feel. But how can brands identify which beliefs and feelings resonate most? Check out our latest paper, How Context Can Inspire Brand Growth, that draws on our research to highlight the undeniable influence of both micro and macro contexts on shaping consumer decisions. #Brands #BrandGrowth #Context #BrandChoice #Ipsos

📊 Ipsos research illustrates that more than half of the determinants for brand choice are influenced by context, varying with category. This is the rationale behind our belief that there's a need to transition from static brand growth frameworks to more fluid contextual brand choice models that adapt to the fluctuating environments where brands and consumers coexist. Recognising and adjusting to this dynamic environment is not only advantageous but crucial. In this paper, we utilise our research findings to emphasise the unquestionable impact of both micro and macro contexts in moulding consumer choices. In particular, we examine: - Why context is key to brand choice and the importance of functional, emotional, and societal expectations. - How contextual understanding can help brands to identify their true competition. - What types of decision-making habits stop people from switching brands. - The changes in socio-cultural or economic context that can inspire new ways for brands to grow. #Brands #BrandGrowth #Context #BrandChoice #Ipsos

📊 Ipsos research illustrates that more than half of the determinants for brand choice are influenced by context, varying with category. This is the rationale behind our belief that there's a need to transition from static brand growth frameworks to more fluid contextual brand choice models that adapt to the fluctuating environments where brands and consumers coexist. Recognising and adjusting to this dynamic environment is not only advantageous but crucial. In this paper, we utilise our research findings to emphasise the unquestionable impact of both micro and macro contexts in moulding consumer choices. In particular, we examine: - Why context is key to brand choice and the importance of functional, emotional, and societal expectations. - How contextual understanding can help brands to identify their true competition. - What types of decision-making habits stop people from switching brands. - The changes in socio-cultural or economic context that can inspire new ways for brands to grow. #Brands #BrandGrowth #Context #BrandChoice #Ipsos

📊 Ipsos research illustrates that more than half of the determinants for brand choice are influenced by context, varying with category. This is the rationale behind our belief that there's a need to transition from static brand growth frameworks to more fluid contextual brand choice models that adapt to the fluctuating environments where brands and consumers coexist. Recognising and adjusting to this dynamic environment is not only advantageous but crucial. In this paper, we utilise our research findings to emphasise the unquestionable impact of both micro and macro contexts in moulding consumer choices. In particular, we examine: - Why context is key to brand choice and the importance of functional, emotional, and societal expectations. - How contextual understanding can help brands to identify their true competition. - What types of decision-making habits stop people from switching brands. - The changes in socio-cultural or economic context that can inspire new ways for brands to grow. #Brands #BrandGrowth #Context #BrandChoice #Ipsos

📊 Ipsos research illustrates that more than half of the determinants for brand choice are influenced by context, varying with category. This is the rationale behind our belief that there's a need to transition from static brand growth frameworks to more fluid contextual brand choice models that adapt to the fluctuating environments where brands and consumers coexist. Recognising and adjusting to this dynamic environment is not only advantageous but crucial. In this paper, we utilise our research findings to emphasise the unquestionable impact of both micro and macro contexts in moulding consumer choices. In particular, we examine: - Why context is key to brand choice and the importance of functional, emotional, and societal expectations. - How contextual understanding can help brands to identify their true competition. - What types of decision-making habits stop people from switching brands. - The changes in socio-cultural or economic context that can inspire new ways for brands to grow. #Brands #BrandGrowth #Context #BrandChoice #Ipsos