Market Research

Brand Equity Assessment

Idea uses the Clarity™ survey of emotions and cognitions to evaluate a brand by its customers, potential customers, and ex-customers. The Clarity™ survey accomplishes this by comparing that brand to the imagined "Ideal" and to competitors in the category.

This evaluation will reveal to a company how it could improve that product or service and how it can improve its messaging about that product or service (try to move the product/service or the perception of that product/service closer to ideal). Marketing strategies and optimal messaging construction can also be revealed through this research.

Example: A Fast Service Restaurant

The ClarityTM survey was used to assess customer satisfaction for a fast food restaurant. More than 300 respondents completed the survey.

Based on the results of the survey, this company changed its pricing, marketing, and advertising strategies based and showed a 23% increase in profit in the next quarter. This growth continued with 10% increases during each of the following three quarters.

Optimal Messaging

The Clarity™ survey is used to survey consumers and to determine which emotions and issues are evoked by a brand, product or service. This data allows the most influential emotions and issues to be determined, and from these insights, optimal messaging/wording of advertisements can create.

Example: "A Trade Union"

Without having done any research a trade union launched an advertising campaign intended to attract new members. “The campaign, which cost $250,000, failed to meet expectations for attracting new members”. The Clarity™ survey was used to determine which issues and words were most appealing to potential new members. Even though the budget for the second campaign was very limited (<$40,000), The messages crafted using the Clarity™ insights were five times more effective than the previous messaging had been.

Brand Extension Analysis

The Clarity™ survey is used to evaluate a brand, currently marketed products supporting that brand, as well as new products that might be offered under that brand. The survey will quantify the degree to which those possible new 'brand extensions' are seen as acceptable to consumers (i.e., the degree to which each new product "fits" the brand). The survey will also reveal why consumers feel a particular product "fits" or does not fit under the brand. Sub-branding opportunities can also be accomplished with this same strategy.

Example: “Electrical Energy Provider”

A major electric energy provider was interested in creating a chain of branded retail outlets that would sell items that were powered by electricity (e.g., appliances, burglar alarms, lighting systems, invisible fences, etc.). The company wanted help in deciding which items, from a long list of possibilities, would be best to offer.

Using the Clarity™ survey, a ‘whole-brand’ profile of the company brand was obtained from potential retail store customers. This ‘whole-brand’ profile was then compared to the profiles of each of the possible items.

A prioritized listing of the acceptability of all items was generated, but the profound negativity of consumers to the ‘whole-brand’ of the company caused the company to discontinue the development of these retail outlets. Essentially, the Clarity™ findings revealed that the brand was viewed so negatively that very few consumers would be interested in buying products from them.

Corporate Culture and Performance Assessment

The Clarity™ survey is used to assess the feelings and thoughts of a group of employees about the company as well as the day-to-day experience of doing their jobs. The survey results are used to create a prioritized list of interventions that the company could initiate to both enhance the corporate culture and increase employee performance.

Example: “Sales Force Morale and Performance”

The Clarity™ survey was used to assess the feelings and thoughts that the members of a sales department had about the company and the day-to-day experience of doing their jobs. Results revealed serious negative feelings about four major issues including compensation and management style. Consulting with Clarity™ consultants resulted in creative interventions that moved the group from 22% positive emotions about their jobs to 64% positive after only six months (morale was significantly improved). Sales also improved 12% for the year.