In this Brand Analytics ebook we outline a structured approach to understanding a market with a view to aiding the brand planning process, using data that is commonly available from existing survey research, be it continuous, dipstick, or even periodic “Usage and Attitude” (U&A) studies. If such data is not available, it is (these days) relatively inexpensive and time-efficient to get it. We offer these frameworks in the hope that it makes the task of adding value to data easier.
What you'll get from this ebook
While the brand analytics process in commercial practice will be more complicated, we’ve boiled it down into five frameworks:
- Competitive Market Structure Analysis
- Acquisition Funnel Audit
- Profiling the Core Consumer
- Performance-Importance Analysis
- Basic Brand Vulnerability Matrix
More about this ebook
In terms of what to do when, they are in a broadly sensible order, although it can make sense to do the Basic Brand Vulnerability Matrix immediately after the Acquisition Funnel Audit. We’ll expand on the framework by providing an example of each element in action.
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