Building brands for growth

Brand success is ultimately dependent on consumer behaviour – more people choosing your brand on more occasions. Understanding the true dynamics of decision making is therefore critical in order to deliver meaningful insight that can inform brand and communication strategy.

Yet too many research models are based on outdated thinking. At TNS, we harness new learnings from neuroscience and behavioural economics to challenge the assumed wisdom of the industry. We apply new technologies to reveal deeper insights. Our pioneering brand and communications tools provide a precise understanding of how people make decisions, their underlying motivations and the strategies that can be employed to grow your brand for long term success.

 

Our Brand & Communication research tools:

Building irresistible brands

NeedScope is a unique brand planning system to help develop and manage irresistible brands. Using proprietary models, NeedScope uncovers the drivers of irresistibility in brands; and adds value throughout the marketing process.

Winning the brand share battle

ConversionModel provides 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.

Enhancing the creative process

AdEval offers a new approach to ad pre-testing, assessing both the immediate brand appeal as well as long-term brand effects – a proven approach to increase advertising success.

Effective communications to build your brand

ConversionModel Communications Tracking measures the potential of communications to strengthen brand equity by assessing its ability to capture attention, evoke personal affective associations and anchor the brand in a person’s goals or broader belief system.

Optimise media performance

AdEffect is a campaign post-testing tool that goes beyond creative evaluation and simple ad metrics to reveal the contributions of each channel (traditional and digital) and their synergies, providing clear recommendations on optimising both creative and media mix.

Delivering precision in the moment

Situational Equity is a groundbreaking approach that allows clients to get closer to the specific moments of brand choice, revealing targeted actions to deliver new sources of growth.

Key brand metrics in a matter of hours

ConversionModel Express is designed to pinpoint threats and growth opportunities for brands in a matter of hours: ideal for when quick top-line insights are needed to direct brand growth opportunities.

How we’ve helped our clients

Unwrapping emotional needs to increase share

NeedScope, Brand & Communication, FMCG

The challenge

The chilled food market leader needed a roadmap for customer acquisition and long-term growth in the chilled meat category.

Our approach

Our NeedScope study looked beyond the functional benefits that had previously defined the category, to identify the real drivers of choice and the potential for irresistibility.

The insight

A tendency to differentiate brands only at the product level resulted in unmet emotive needs around contentment, adventure and playfulness. Pulling individual brands apart to differentiate them at the emotive level could build irresistibility for the portfolio as a whole.

Impact

Increased market share through a portfolio of differentiated, irresistible brands with stronger linkage between emotive and functional needs.

Putting the sparkle into innovation strategy

NeedScope, Brand & Communication, FMCG

The challenge

Just Juice looked to innovation to re-establish brand share and value in an evolving cold drinks market. Growth potential was seen in fizzy drinks – but was this space right for the brand?

Our approach

We used the NeedScope framework to explore the functional and emotional drivers of brand choice in cold drinks, and reveal the best opportunities for an irresistible brand proposition meeting unmet needs.

The insight

Hybrid fruit juice and lemonade represented the strongest opportunity, with bubbles offering important emotional benefits.

Impact

Just Juice Bubbles became the most successful launch in the company’s history, with 35 per cent portfolio growth and every element of the launch built around bubbly, lively fun.

Riding back to market leadership

NeedScope, Brand & Communication, Automotive

The challenge

India’s market leader in scooters had lost its leadership of the broader two-wheel category, and attempts to regain its position by launching a new motorcycle had failed.

Our approach

We used a qualitative and quantitative NeedScope programme to explore the dynamics of the market, and look beyond function to reveal all of the needs that scooters and motorcycles meet.

The insight

Motorcycles and scooters address very different emotional needs in India; to become irresistible to motorcycle buyers the client needed a new brand that was young, sporty, irreverent and had a sense of freedom that could appeal to the ‘liberation’ market segment.

Impact

The launch of the new brand re-energised the company and returned it to market leadership amongst rave reviews from motoring magazines.

Identifying barriers to growth

ConversionModel, Brand & Communication, Technology

The challenge

An initially successful new mobile operator was struggling to increase its market share beyond 2-3%, and battling low retention rates.

Our approach

We used ConversionModel to explore the brand’s competitive strengths and weaknesses in different regions, and reveal the market dynamics influencing brand choice, retention and conversion.

The insight

Weak network signals and late delivery of SMS messages were a barrier to brand loyalty and acquisition. Only those who were very young, and prepared to compromise quality in search of low prices, tended to remain loyal to the brand.

Impact

Our client’s market share doubled, and retention rates increased by 50%.

Identifying growth opportunities in new markets

ConversionModel, Brand & Communication

The challenge

A major European network operator needed to evaluate which new markets would provide the greatest opportunities for expansion.

Our approach

We used ConversionModel to analyse consumers’ needs and assess their commitment to incumbent brands across a range of different countries.

The insight

We identified the most promising markets, with the largest number of people open to changing their current provider.

Impact

The client launched a new operator brand into the two most promising markets, achieving more than 10 per cent penetration within the first 18 months.