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4 min read

Refreshing the Brand: Focusing on Key Brand Elements

By Liz Ryan on Jun 7, 2012 8:35:00 AM

By Wayne Marks, President, Hansa|GCR

Is you brand current and impactful? Does it need to be refreshed? Where would you plot yourself on the following chart? Is your brand still on it is initial growth curve? Is it starting to level off? Perhaps decline? Should the brand be refreshed and readied for its next evolution?

To answer the above questions, consider the following:

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1 min read

Small Firms Need Analytics Too: Here's Why

By Liz Ryan on Apr 25, 2012 8:40:00 AM

By Ed Jaffe, Customer Intelligence Consultant, Hansa Marketing Services

Often, when one hears about business analytics, big firms (Amazon, IBM, Google) come to mind. However, analytics aren’t just for the big guys – small companies can also reap the benefits of business analytics to increase revenues and improve the bottom line.

Last year, I consulted with a small Consumer Product Goods (CPG) company. This two year old company’s primary sales channel was the internet, and they had received about 13,500 orders. The owners came to me knowing they had a retention problem (92% of customers ordered two times or less); however, because they had never analyzed their data, they were unaware of

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4 min read

Why Most Brand Tracking Research is Almost a Complete Waste of Time and Money...or Worse

By Hansa Marketing on Feb 7, 2012 8:47:00 AM

By Wayne Marks, President, Hansa|GCR

Think of any well-known (niche or global) consumer or business-to-business brand: Oracle, Apple, Coke, Burger King, etc. What comes to mind?

Logos, taglines, symbols, stories, images, and other more abstract meanings we associate with the brand. The better known a brand is to us, the more extensive our knowledge and perceptions will be. In combination, these elements reflect the brand promise. When you buy something, you are essentially buying the promise underlying the brand.

Incredibly, most brand tracking research does not explicitly measure brand promise or whether brands deliver on that promise. Instead, they focus on important – but often less critical (and certainly incomplete) measures like awareness and relevance.

Let’s take a look at what happens when a brand fails to deliver on its promise.

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6 min read

Customer Satisfaction Surveys: Money Pits or Business Critical Management Tools?

By Liz Ryan on Jan 11, 2012 1:01:00 PM

How much money are you spending on tracking customer satisfaction? Consider not just the costs for research, but internal costs of personnel managing research plus all the stakeholders who receive the tracking results or who are otherwise involved in the process. Also consider whether there are opportunity costs – in other words, if you re-deployed these monies to other purposes what could you do with them that might be of value? Perhaps you are spending $100,000. Or, might you even be spending millions like some companies do with massive global customer satisfaction tracking programs. This can be a significant investment for any enterprise and as with any investment, we must ask… how can we get a return?
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4 min read

Stated and Derived Importance - Is it a Mistake to Ask Customers What's Important?

By Hansa Marketing on Jan 9, 2012 8:47:00 AM

Written by Dan Llanes, Director of Analytics, Hansa|GCR

At the risk of stating the obvious, marketers care about what’s important -- what’s important to customers relating to products, messages, and brands. Understanding what is important, however, is easier than understanding the why and the how of importance. More specifically, market researchers usually talk mainly about two kinds of importance: stated and derived. We tend to think this view is oversimplified, however, and that it actually interferes with truly understanding customer behavior. In this article, we’ll review stated and derived importance and then discuss why we think there’s more to “importance” than meets the typical researcher’s eye.

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2 min read

Creating Emotional Bonds

By Liz Ryan on Sep 9, 2011 12:21:00 PM

I visited an Apple Store the other day and waited outside till they opened.  When I entered, the entire Apple crew was arrayed from front to back along each side of the store and facing the front.  They all clapped when the doors were opened.  Clapped for me and the other customers who entered.  Hokey?  Maybe.  Effective? 
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5 min read

Brand Assessment Tools: Measuring Relative Importance with Shapley Value Regression

By Hansa Marketing on Aug 31, 2011 12:23:00 AM

Be careful that you use the right analytic technique in asessing your brand's performance!

Hansa’s brand assessment approach utilizes numerous methodological tools – perceptual mapping, maximum difference scaling, and key driver analysis to name a few. Typically, these tools focus on predicting the factors that most directly impact the bottom line: behavioral outcomes.

These behavioral outcomes are frequently viewed as loyalty metrics and include purchase behaviors, willingness to recommend, and increases in wallet share.

Among the methods of predicting outcomes, key driver analysis is by far the most popular method to assess the relative importance of brand attributes. Key driver analysis answers which brand attributes are critical in predicting customer loyalty. Is it the perception that a brand is cost effective, a leading innovator, or provider of top-of-the-line customer support?

Topics: brand
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5 min read

Don't Lose The Product In The Customer Experience

By Liz Ryan on Aug 9, 2011 12:30:00 PM

If customers didn’t like Starbucks coffee, they wouldn’t go to their stores.  Period.  Of course the Starbucks customer experience goes quite a ways beyond the latte.

One might even argue that objective evaluation of the coffee is not really done by consumers. The cache of the Starbucks brand and being a Starbucks customer brings all sorts of nuances to likeability of the product per se.

But the coffee has to be good enough to at least pass a threshold of consumer-perceived quality. Indeed, when Starbucks broke into the market, the coffee was decidedly different, save for a few American roasters like Peets and the Italian baristas that are the Starbucks heritage.

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6 min read

International Research: Where to Go, What to Do, and What to Expect

By Liz Ryan on Jun 8, 2011 12:37:00 PM

Your product or service is enjoying success in North America, and you have a clear notion of the next stage of maturity in that market. But you may want to consider how it will play on an international stage. To begin thinking about international research, ask yourself these questions. How will you start to develop an international research road map? And more importantly, what do you need to know when you arrive at the end of the road?
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3 min read

The Power of Feelings: Building Resilient Customer Relationships

By Liz Ryan on May 24, 2011 12:37:00 PM

Many customer relationships are in a sorry state today. While it might be easy to look at the past few years and blame the economy and cuts in staffing or service levels, our research indicates an unexpected root cause. Many customers are unhappy, and at risk, simply because they do not feel a connection to their most strategic providers. Using words I have heard too often in executive interviews: “They don’t get me. They don’t get what I need. And it’s not a partnership. It’s just about them.”
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