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?