Is this qualitative or quantitative research?
Brand Keys conducts quantitative research. The Brand Keys methodology has a test/re-test reliability coefficient of .93 off national probability samples in the US and the UK, and is re-tested every five years. Our methodology has been used for both B2B and B2C in over 30 countries around the world, covering over 70 categories. If the needs of the brand call for such an approach, Brand Keys will conduct hybrid quant/qual research, using our highly-validated Brand Keys quantitative methodology with a drill-down by an online moderator at the conclusion of the interview-often to provide consumer language, best obtained with a qualitative approach.
What kinds of rating scales does Brand Keys use?
Brand Keys uses a 7-point importance scale ranging from 1, not important at all, to 7, extremely important, with changes in wording when appropriate.
What part of the Brand Keys questionnaire can be customized, and what part must remain constant?
The Jungian-based personification questions have been highly validated in published and peer-reviewed studies, such as the respected Advertising Research Foundation First Opinion Review. These questions cannot be changed, nor can their order, without compromising the predictive quality of the research. The ABVs are highly customized to each category. Brand Keys works with the client to establish these items, based on both the client’s and Brand Keys’ experience in the category. Brand and test variables-including competitive sets-are always customized.
Can the Brand Keys questionnaire be customized to deal with special issues?
Absolutely, and most of the work Brand Keys conducts is customized research requiring customized questions.
Does Brand Keys research provide competitive information?
Competitive brands are always included in a brand architecture study in order to provide a relative measure of in-market strength for the brand to compare itself to, along with the most critical measure of all: the Ideal the consumer holds for the category. The competitive questions in the questionnaire allow Brand Keys to provide a strategic SWOT analysis for the brand, based on a consumer view of the category and its brands.
How does Brand Keys help its client learn about the strategic impact of advertising?
Traditional copy-testing systems are built to measure executional aspects of advertising performance, such as breakthrough power, likability, brand saliency, and persuasiveness of the ad. While Brand Keys strategic communications testing includes these executional measures, it also answers the most critical question of advertising effectiveness: did the ad work as intended against the brand’s strategy? Using its brand architecture metrics as a benchmark, Brand Keys is able to tell a brand how an ad works against the specific drivers of loyalty and engagement that the brand has identified as target areas, thus offering a truly strategic evaluation of its advertising.
Can Brand Keys offer insights on media?
Brand Keys media studies were built to help brands determine how to buy media strategically, with a focus on how various media work in combination in today’s mutli-platform world. These insights allow our clients to measure the impact of media buys in advance of spend, finally moving the media buying function away from an exposure-based allocation model to an engagement-based media buying model. Numerous Brand Keys media studies have been published internationally, as well as in “The Certainty Principle: How to Guarantee Brand Profits in the Consumer Engagement Marketplace,” authored by Dr. Robert Passikoff, President and Founder of Brand Keys, and Amy Shea, Brand Keys’ EVP and Global Director of Brand Development, published in 2009.
Can you use Brand Keys for any category or service?
Yes. In fact, Brand Keys annual Customer Loyalty Engagement Index, published by BrandWeek, currently covers approximately 70 categories, and our customized work is applicable to any category or service.