Constructs & Models
Breakthru is used to develop new products. It combines creative use of ethnography, observations and other qualitative tools with expert opinions to identify need gaps and develop new product ideas.
It is a specialized tool that probes ‘Hidden Dimensions’ of brand names to match brand ‘desired equity’. The ‘Brand Name Pyramid’ is used to shortlist and hone in on names which are both evocative as well as reflect the brand character.
Brandshop utilizes a Semiotic approach in which the brand identity is broken down into individual components in a context of the consumer culture, category codes and a competitive context.
ICE defines the customer’s emotional experience at different stages of product usage. Therefore, identifies emotional benefit space for a brand.
It is a video ethnographic methodology to understand lifestyles and attitudes through videography of lives and activities. Professional standards are maintained during filming and editing and findings are presented videographically. This provides fresh insights and a rich visual canvas of the consumer’s cultural and social ethos.
Specialized approach to children’s research- use of play based techniques to observe, engage and obtain relevant input from children.
- Ideation / brainstorming for creative inputs
- Testing creative concepts and positioning platforms
- Testing of creative execution
- Creative development studies
- Usage and attitude
- Motivational study
- Segmentation and positioning
- Values and lifestyle studies
- Buying behavior
- Triggers and barriers
- Brand equity
- New product testing
- Testing of product concepts
- Assessment of reaction to product post usage
- Ideation and brainstorming
- New product ideas/modification’
Extensive work has been done amongst men and women at a village level. A different approach has been evolved including different socio economic definitions and specialized projective techniques and workshops for rural consumers.
Decoding semiotics of communication, brand identity and packaging using the services of expert semioticians.
Basetrak™ is a Comprehensive Brand Tracking model that measures:
- Brand health status and its movement over time
- Communication Effectiveness, creative impact and brand contribution.
Holistics™ adds distribution and purchase point dynamics to the Basetrak™ to give a 360 degree track of the brand.
NLT 360™ (New Launch Tracker) is a new brand launch tracking model – A 360 degree approach that evaluates a launch from the trade and consumer point of view and identifies correctives and predicts shares.
Brand Value Monitor™ is a multi level brand equity measurement system.
Value Positions™ is a model that defines the value drivers at various prices, in a concept-use test environment.
Evaluator™ is methodology to define price value structure in a category. Can be used for product line, price optimization and new product development.
Designer™ is a utility based model for product design.
Hinterland™ is a model for understanding the catchment area for stores.
Satvals™ is a methodology which measures performance based on satisfaction, loyalty and value drivers in the category.