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Case Study

Bilans de notoriété, image et études U&A

Know your brand's performance and consumer behaviors

Challenge

Even if companies own their clients’ data, it is also key for them, at least occasionally, to have market data available. Collecting it is a complex process because it requires to set up a statistically robust methodology (choice of panel, unbiased formulation of questions, time of collection, etc.) and which answers the company's business questions.

The Key Questions

1 —

How is the brand performing? In absolute and relative terms (vs. competitors and over time)?

2 —

What are the behaviors, expectations, and pain points of the market, not just my clients?

3 —

What are the nuances within the market? Which sub-groups?

Approach

1 —

Definition of the objectives of the study

2 —

Questionnaire design and administration

3 —

Analysis of results and recommendations

4 —

Renewal of the study to monitor results evolution

Results

1 —

Complete Brand Performance Monograph

2 —

Identification of areas for optimization (marketing mix, brand positioning, growth opportunities, etc.)

3 —

Measurement point in the context of performance management

At the heart of the subject

Quantitative studies are a real asset for companies because they provide quality external data (with a robust methodology) and guide strategic decision-making, particularly around the company's positioning and its strategy vis-à-vis the market and prospects.