Acziona Quanlitative Market Consultants - Marketing, Estudios de Mercado, Market Research, Consultoría, Consulting, Inteligencia de mercados, Market intelligence, Investigación, Research, Estadística, Statistics, Qualitative, Análisis, Analysis, Segmentación, Segmentation, Modelización, Modelisation, Simulación, Simulation, Preferencias, Preferences, Conjoint, CVA, ACA, CBC, ACBC, Diagnóstico Competitivo, Competitive Diagnostics, Posicionamiento, Positioning, Ingeniería de Imagen, Image Engineering, Imagen, Image, Estudio Base, Base-Line Study, Modelos de Excelencia, Models of Excellence, Supervisión de Campo, Field Supervisión, Auditoría de Campo, Agentes inteligentes, Intelligent Agents, PAPI, CAPI, HAPI, CATI, CAWI, Presentación, Presentation, Cuestionario, Questionnaire, Diseño, Design, Programación, Programming, Aplicación autogestionada, Application, Formación, Formation, ESOMAR, España, Spain, Cataluña, Catalonia, Barcelona, Barcelona, Calidad, Quality, Rapidez, Speed, Nuevas tecnologías, New Technologies, Innovación, Innovation, Servicio al cliente, Service, Transparente, Transparent, Autónomo, Autonomous, Independiente, Independent, Largo plazo, Long Term, Confianza, Trust, Español, Spanish, Catalán, Catalan, Alemán, German, Portugués, Portugese, Italiano, Italian

Consumers’ behaviour towards a brand is intimately linked to the image he or she has of that brand, be it because of advertising, the product itself or the company behind it. Competitive diagnostics, positioning and image engineering allows to assess the health of your brand, to understand the position it occupies in the minds of consumers and to evaluate the suitability of changes in your communication strategy.

Level I Objectives (Marketing Funnel)

Obtain a cognitive index and calculate the main brands’ quota losses in terms of brand awareness.

Obtain an index of persuasion and calculate quota losses in terms of purchase, repurchase, strength and attractiveness of the brand.

Identify the factors contributing to brand awareness and analyse to which degree they are associated with certain values and attitudes or with the ideal brand. Estimate an index of familiarity.

Level II Objectives

Identify the main factors that define the dimensions of the brand’s image and positioning in the market’s perception.

Analyse and understand the image and the relative positioning of the main brands of reference. Determine their strengths and weaknesses and their tangible and intangible attributes. Understand resulting differences and similarities.

Classify the existing brands into an objective typology on basis of their image.

Identify the most important aspects from the perspective of the consumer. Measure the gap between the brands of reference and the ideal brand. Estimate an index of consideration and identify the attributes that offer competitive advantages.

Segment the market on basis of the dynamic ideal. Measure the gap between the brands of reference and the identified segments. Identify positioning opportunities.

Use techniques of image engineering to anticipate the impact, which a change in communication strategy might have.

Employed Techniques

Projects of this kind require the intensive use and elaboration of Correspondence Analysis, Factor Analysis, Hierarchical Cluster Analysis, Non-Hierarchical Cluster Analysis and Composite Product Mapping.