From information to operational knowledge in brand research. The role of analysis.
4/11 2009
”Market research is today much of presenting instead of providing operational knowledge that supports marketing decisions. What is missing is often the analysis. In a series of very short articles Bo Bäckman (bo.backman@gmail.com) will try to show the possibilities of analysis in brand development.
The 3600 articles to follow:
1. Correlations – the drivers towards a Superbrand
2. Patterns – segments of behaviour need and urge.
3. Elasticity – values, traits that drive willingness to pay
4. Trends – what trends are sustainable and profitable and which present a threat
5. Predictions – the flows in the customer base. Life expectancy for a customer.
6. Market presence – in the right media, in the right distribution channels.
7. Gaps – what gaps are there in market that can be filled with future Superbrands?
8. Fusion – soft attitudinal data from marketing research fused with hard behavioural data in the customer database.
Bo Bäckman was part owner, Executive director of Testologen – today Research Internationals media research arm in Sweden. Started, operated and developed B2B Research and is now an independent international consultant.