What is the real in-market impact of your campaign on your brand? Successful future advertising plans require a deeper understanding of how today’s advertising is working in the mind of the consumer.
Individual ads don’t build brands. Consumer engagements with the brand’s story, across all different communications channels, work together to help shape and modify brand-related beliefs. This includes those gut-level, System 1-based responses we know are so powerful in driving purchase behavior.
Gaining insights into consumer engagements with all communications elements, in a single-source research environment, is a great start. The next step is to employ implicit measurement techniques, via a longitudinal research design, to quantify and diagnose how your advertising has changed how consumers relate to your brand. The final piece is incisive consultative analysis that guides you in what to do next.