Building brands for growth.

Brand success is ultimately dependent on consumer behaviour. The brand a consumer chooses depends primarily on two factors, power in the mind (how people feel about a brand) and power in the market (the situational factors such as price and availability that may modify behaviour).

Understanding the dynamics of decision making is critical in order to influence brand choice.  This is challenging as the environment in which brands operate is complex and it is increasingly difficult to manage all of the elements that influence attitudes and behaviours. 

As the world’s leading brand and communications research agency, we have more conversations with the world’s consumers than anyone else.  We understand people and can provide a precise understanding of how they make decisions, their underlying motivations and the strategies that can be employed to grow and protect share. 

Explore our Brand & Communication growth tools below.

• NeedScope - Unlocking emotion, the hidden driver of growth

  Powerful brands recognise that competitive advantage has to be more than what you see on the outside - more than just product and price. Powerful brands touch something else, something we can’t see on the surface. Marketers behind these brands understand that emotion affects even the simplest decisions we make and that our brand choices are no exception. In today’s complex marketing environment, emotion has never been more important as a driver of growth.

  NeedScope is the world’s leading research system for understanding and managing emotion. It provides a consistent framework for analysing consumers and brands across categories, countries and cultures. Using a proven psychological framework and unique projective tools, NeedScope empowers decision-making, helping you to attract new consumers, drive innovation, grow the value of existing customers and guide development in new markets.

  For more information please contact Rosie Hawkins.

• ConversionModel - Winning the brand share battle

  While brand share may look stable, the reality of today’s marketing environment is far more dynamic.  Overall brand share dangerously disguises the movement of people from brand to brand and the patterns of spending (share of wallet) across repertoires.  The key to share protection and share growth lies in managing this promiscuity.

  To help brands thrive, ConversionModel thoroughly evaluates the two critical factors affecting brand choice: Power in the mind (how people feel about a brand) and power in the market (the situational factors such as price and availability which also influence decisions).  

  ConversionModel uses TNS’ understanding of individual consumers to provide detailed insights into category dynamics and spending patterns, pinpointing opportunities to attract new consumers, re-win existing ones and to optimise their spending.  It uses a precise understanding of today’s market to predict tomorrow. 

  For more information please contact Lesley van der Walt.

• Brand Performance Optimisation (BPO) - Targeting growth through intelligent tracking

  Tracking programmes are typically rigid, unfocused, slow and retrospective – and their value is increasingly questioned. A fast, intelligent solution is needed to reflect the dynamism and complexity of brand choice today, and the multitude of influences that shape consumer perception.

  Tracking must provide the best possible information on the state of the market without the long questionnaire and the high price tag.  Brand Performance Optimisation (BPO) does this and more. It thoroughly evaluates the two critical factors affecting brand choice: Power in the Mind (how people feel about a brand) and Power in the Market (situational factors such as price and availability that affect brand choice) as well as exploring the motivations driving brand choice.

  Its flexible, modular approach focuses on business issues, providing future directed insights and precise plans for brand growth.

  For more information please contact Lesley van der Walt.