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What consumers and shoppers want from brands in the future

May 13, 2022

Nepa's Lindsay Parry hosting a panel discussion at the Quirk's Event London 2022

Sam Richardson


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Nepa’s UK Managing Director Lindsay Parry was at the Quirk’s Event London 2022 last week hosting a fascinating panel discussion featuring BV Pradeep, former Global VP – Consumer & Market Insight at Unilever and Jeannine Ferguson, Marketing & Innovation Director at sustainable packaging specialists DS Smith about what consumers and shoppers want from brands in the future, and therefore, what we should be planning for and doing to make sure our brands stay future proofed.

Nepa's Lindsay Parry hosting a panel discussion at the Quirk's Event London 2022

As part of its ‘Future View – The next 10 years consumer study’, Nepa surveyed more than 5,600 Consumers and Shoppers across 7 global markets about their view on topics including Food & Drink, Shopping habits, E-commerce, Sustainability and Entertainment and how they expect their behaviours and needs may change.

In addition, Nepa interviewed key insight experts from leading global organisations including Mondelēz, Unilver, Vodafone, Reckitt and L’Oréal to understand from their viewpoint what changes we could experience and how that would impact brand insights and marketing teams.

Here are some key reflections from Lindsay following the panel discussions:

1.  The importance of Omnichannel for the brand experience

Shoppers want an in-store experience when purchasing online. For example, when buying an expensive designer outfit, consumers want it to come packaged with the same ‘unwrap’ experience as you’d receive in store. Nike and other brands already recognise this and the power of packaging for online deliveries… but many brands aren’t yet using the online experience to re-enforce their brand experience.

More than a third of respondents to Nepa’s consumer survey said they expect to do at least 70% of their shopping online rather than instore in 10 years’ time. That figure increases to over half of Chinese shoppers and two-thirds for those in India, highlighting the innovation in retail channels being forged across Asia which brands will need to adapt to in the near future.

Chart illustrating that 38% of global consumers expect to do the majority of their shopping online by 2031

READ ALSO: Understanding consumers: What gets them to the checkout?

2.  The power of local versus global insights…

… especially for global brands. Citing the example of Axe/Lynx deodorants, panellist BV Pradeep explained that it had initially been produced and launched with the same strength of scent in all markets. Early sales were below expectations in both Japan and India but for very different reasons. In Japan, where personal space is crucial, the scent was seen as too invasive and too ‘rude’ to other people’s personal space. In India, the scent was not seen as strong enough! In both cases this crucial cultural difference had not been uncovered through product or ad testing at a local level.

3.  We must continue to increase our understanding of consumers and their needs

At a time when increased cost of living is affecting buying behaviours as priorities change, keeping on top of what consumers and shoppers want from brands in the future is more important than ever.

Brand marketing and consumer insights are seen by some businesses as bottom line costs which can be removed, particularly when there is pressure to make savings. The feeling from the panellists (and echoed by the Quirk’s event audience) is that understanding consumers, their needs, and the many cultural nuances globally, is critical and should be considered an investment that will drive ROI, innovation, penetration…and competitive advantage.

What next?

It’s safe to say there are going to be some very exciting times ahead interpreting shopper, consumer and retail behaviour for a better world!

COMING SOON:  Nepa Originals report: ‘A view from the future – Outlook on what the future holds from foresight experts.’

Want to know more? Contact us today and our brand experts will help!

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Nepa at Quirk’s London: An event for Marketing Research and Insight Professionals

May 03, 2022

Sam Richardson


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What do consumers and shoppers want from brands in the future? Together with Unilever and DS Smith we’ll answer this question at Quirk’s London. Join our session to find out what we should be planning to make sure our brands are future proofed. With an Insights and Marketing expert perspective we’ll look at what the next 10 years has in store for a variety of industries including Food & Drinks, Health & Wellbeing, Entertainment as well as sustainability.

If you are going to be at  Quirk’s, London, please come by and join the panel discussions on Thursday May 5th 2022 at 10:45 to 11:15 GMT. Follow the link for more information and details.

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What lies ahead for OTT video?

April 12, 2022

Sam Richardson


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With annual revenues for over-the-top (OTT) video streaming platforms projected to reach €427 billion by 20261, competition for customers is fierce.

At a time when energy costs and inflation are putting a squeeze on disposable incomes, having the right streaming product with the right content at the right price, is crucial.

Even Netflix, the clear market leader and home of huge global exclusives Bridgerton and Squid Game, has revealed a significant slow down in new customers, missing its forecast and admitting that competition from the likes of Disney+ is likely to impact future growth.

UPDATE 20/4/22 – This week, the streaming giant reported that in the first quarter of 2022, it lost 200,000 subscribers — its first subscriber loss in over a decade. These losses are expected to continue, as Netflix forecasts a global paid subscriber loss of 2 million for the second quarter. Shares declined by 23% in after-market trading, eliminating $30 billion in market value.

Having seen customer numbers soar during the early lockdowns, Netflix’s ability to continue growing at the same rate was always going to be a challenge. It is reported to be considering a firmer stance on password sharing among its premium tier subscribers, having looked the other way until now. Converting those friends and family benefiting from a shared login into paying subscribers could be its biggest growth opportunity.

Even more competition?

By the end of 2020, US consumers subscribed to four streaming services on average and paid $47 monthly.2  Along with the mainstream providers, more services are trying to compete by offering niche content (e.g. Indie movie focused MUBI and Crunchyroll with the world’s largest library of Japanese Anime) along with ad-supported platforms delivering free content or ad-free versions for a low monthly fee.

READ ALSO: That’s so OTT! The fast-changing media landscape in India

Niche players and global expansion

Nordic Entertainment Group (NENT) recently announced it had secured a number of live sports rights deals to support the UK launch of its subscription streaming service Viaplay later this year, continuing its expansion outside its home markets.

Although the focus for now is on sports with a Nordic connection (Ice Hockey, speed skating and handball among the rights picked up), NENT has shown its ambition in other markets by picking up more mainstream sports. Viaplay is the home of Formula 1 in both Finland and the Netherlands for example.

Viaplay’s UK launch will mean the service is available in 12 markets in total, and NENT expects to add at least four more by the end of 2023.

Ad-supported platforms

Ad-supported video-on-demand (AVoD) services such as ViacomCBS’s Pluto TV and Amazon’s IMDb TV are also also trying to maximise their slice of the user pie.

As well as clamping down on password sharing, Netflix is exploring lower-priced, ad-supported plans after years of resisting.

Google recently announced that it is making full seasons of ad-supported TV shows including Hell’s Kitchen available to stream free on YouTube, promising up to 100 new titles each week.

In the UK, Channel 4 allows All4+ users to stream 1,500 shows ad-free if they’re willing to pay £3.99 a month. ITV is set to follow a similar concept with the launch of it’s own ITVX in the second half of 2022, bringing together curated themed channels and access to BritBox all in one place.

What next?

With all this competition and so much revenue up for grabs, OTT video providers have to plan carefully or risk making expensive mistakes.

The OTT space is evolving quickly and presents huge opportunities for brands and broadcasters when they get it right.

Nepa has already helped decision makers get a better understanding of…

  • Market opportunity sizing
  • Consumer demand and willingness to pay
  • Go to market strategy
  • Optimum price and package tiering structure
  • Promo testing
  • Script concept testing
  • Willingness to pay to watch ad-free content
  • Continuous brand tracking
  • Customer experience and NPS monitoring


By Sam Richardson, Account Director Nepa UK

Want to know more? Contact us today and our brand experts will help you.

1https://www.statista.com/outlook/amo/media/tv-video/ott-video/worldwide
2https://variety.com/2021/digital/news/us-consumers-pay-average-47-dollars-monthly-svod-streaming-1234890534/

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Looking into a crystal ball: future trends in FMCG and Retail

March 24, 2022

Sam Richardson


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The food and beverages industry has seen much development in its approach to sustainability, and our recent study has revealed just how far people are prepared to go (or not to go) to support sustainable products in food and drink. We asked 5,600 consumers in seven large markets: United Kingdom, United States, India, China, Sweden, Brazil, and Germany, about their opinions on what they wish will happen in the future, looking at a variety of industries such as FMCG, Food and Beverage, Packaging, and Retail.

Sustainability was one of the focal points of the study since it’s becoming a growing concern for many individuals in everyday life. As a result, many people are starting to transform their habits to be more mindful of the environment, and brands have also developed towards a greener way of operating.

With that said, there are differences in specific markets’ attitudes to food, beverages, and sustainability. For example, we found that people in the UK are unwilling to make long-term changes when giving up things they enjoy. On the other hand, India and Brazil are more open to extreme changes in their diet.

So, what do consumers wish will happen 10 years down the line?

Edible Packaging as a New Snack

We found that innovative trends such as edible packaging provide an opportunity for brands to plan and stand out in the future. Whether it be rice flour, wheat, or sorghum, we found that consumers are ready to eat their boxes for a more sustainable future.

It’s a big thumbs up from all markets, with over 70% of people in India and China, 55% in Brazil and 44% in both Sweden and the UK approving of edible packaging. So don’t be surprised if you see people eating their cereal box at some point soon.

Vegan or Red Meat?

When it comes to red meat alternatives, we found that UK respondents want to stay loyal to their roast beef. When asked if they wish to see vegan products outselling meat in the future, only 36% of people responded positively! 53% even said they are unlikely to stop eating red meat at all.

Swedish respondents also stay devoted to their meatballs, as 57% of people said they would not stop eating red meat, which is slightly higher than the global average of 52%

On the contrary, Indian respondents continued to support more sustainable options, with 68% of people wanting to see plant-based outselling meat in the future. A further 52% of Brazilian respondents are happy to see vegan alternatives outsell red meat.

Artificial Meat and Plant-Based Dairy Products

Artificial meat has become another trending topic in the food and sustainability sectors, with much talk about this product becoming widely available soon.

However, when asked if they would want to see lab-grown food available in supermarkets, only 25% of UK respondents felt positive, and 28% were highly negative about the possibility. The UK is also unwilling to fully embrace non-dairy alternatives, with only 35% of people wanting to see plant-based milk outsell regular dairy milk.

Swedish respondents were also not in favour of lab-grown alternatives, with 22% feeling positive and 29% rejecting the possibility altogether. However, India is the most open country to animal-based options, with 45% of people feeling optimistic about lab-grown products and 55% wanting non-dairy milk products to outsell dairy.

Shopping in a Virtual Store

As well as changes to the food and beverage industry, retail is another sector that could potentially see shifts in how consumers engage in terms of consumption and utilisation.

For example, when asked how they would feel about completing grocery shopping in a virtual supermarket, most responded positively, with 79% of Chinese and 78% of Indian respondents being favourable to the concept. Alternatively, Sweden was less receptive to the idea with 34% of positive respondents, as were Germany with 35%.

Social media has also become a monumental tool for consumers in modern times but divides opinions between markets. When asked about social media becoming the primary channel for buying ‘top-up’ groceries, 69% of respondents from Sweden and 53% from the US were against this idea. In contrast, 64% of respondents in India and a significant 79% in China would like to see that happen, reflecting the appetites in both markets social media and retail innovation.

The variance in markets is wide, as our data demonstrates – although being sustainable is a must, brands can’t afford not to consider the differences in needs and wishes around the world.

By Lindsay Parry, Managing Director at Nepa

Want to know more? Contact us today and our brand experts will help you!

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Tydy and Nepa Collab – Onboarding, Productivity and Diversity

February 28, 2022

Sam Richardson


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Onboarding, Productivity, Diversity and a Changing World of Work

Tydy, Employee Experience Platform shares latest insights into employee behavior and sentiment

Qualitative & Quantitative Research powered by Nepa India Pvt Ltd

MUMBAI, India (February 28th, 2022) – As a leading Employee Experience solution, Tydy helps HR leaders drive innovation by simplifying and unifying workplace processes across the entire employee lifecycle – from onboarding to offboarding.

In its quest to better understand what drives employees to be their best at work, Tydy in collaboration with Nepa India Pvt. Ltd., its qualitative and quantitative research partner, launched three EX 2021 reports – ‘Onboarding Out Of Office’, ‘Pandemic Playback’ and ‘Diversity Matters’.

Nepa India conducted qualitative deep dives with employees from various walks of life and set the foundation for a quantitative study with 800+ employees across four metros (Delhi, Mumbai, Chennai and Bangalore). The quantitative read was conducted amongst entry, mid and senior level employees across industries like IT/ITES, Pharmaceuticals, Manufacturing, Consumer Goods, Retail, BFSI and E-commerce.

The study sheds light on the difference in employee sentiment and experience between those who joined their new jobs before and after COVID, giving us an interesting insight into its impact on employees. The reports also cover themes like onboarding gaps, thoughts around career progression, diversity & inclusion, work-life balance, among other things.

To get access to the complete reports, please visit the following links:
1. Onboarding Out of Office
2. Post Pandemic Playback
3. Diversity Matters

Want to know more? Contact us today and our brand experts will help you! 

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That’s so OTT! The fast-changing media landscape in India

February 15, 2022

Sam Richardson


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In 2021, approximately 2.2 billion people used OTT streaming services worldwide, growing from 1.9 billion in 20191.  When we talk about Over-the-top (OTT) media, we mean a streaming service offered directly to viewers via the Internet. These services bypass the traditional distributors of media services such as cable, broadcast, and satellite television. Netflix, AppleTv, Disney +, are just some of the platforms that have entered the entertainment scene in recent years, catering to the burgeoning audience who want on-demand content across all screens and devices.

The increase in streaming services is matched by high consumption especially since the start of the pandemic. In India, especially, OTT boomed very early on, thanks to early adoption by national broadcasters, with up to 80 million active, subscribers2, OTT in India is no longer a niche category and has huge growth potential.

It is not surprising to see an increasing number of brands opting to advertise on OTT platforms. But this new way of providing media content brings new challenges and opportunities. So, what does the Indian OTT landscape look like?

  1. Content with no boundaries

Compared to a pre-OTT era, now the boundaries of national and international content are blurred.

In India, regional content is on the rise, with an increase of regional titles in the digital space emerging in a very short time-period. What we’ve noticed is that regional media effectively brings together the three main elements of the media ecosystem: brands, consumers, and broadcasters.

Brands can reach their addressable audience effectively through these platforms with better targeting at higher frequency for optimized spends, as opposed to traditional touchpoints like TV, Print and Radio amongst others, for example. OTT has democratized marketing levers too, this is due to the creating of a new advertising ecosystem. Whereas previously brands would advertise blind to viewers on networks through typical broadcasting avenues, brands can create targeted ads to OTT subscribers. Consumers have access to more diverse and relatable content, having access to untold stories that cut across cultures. Broadcasters now have the chance to represent a demographic which is completely unrepresented in mainstream media.

However, to make regional content go global it is important to keep the cultural nuance intact, this treatment can have mass appeal to audiences.  So that means dubbing or subtitles won’t do the trick, what viewers are looking for is authenticity and content that cuts through.

  1. The challenge of paying premium

The challenge of today’s media consumption is that viewers expect to have entertainment at their fingertips without having to pay a premium for it. But high-quality content is expensive.

With 27% of Indian viewers paying for subscriptions, we see willingness to pay for good quality content is increasing, but at a very slow pace.

  1. Different content means different devices

The choice of content and device in India is often determined by socio-economic conditions, even family dynamics and identity play an important role.

We’re in a market where mobile is the be all and end all, it’s almost the choice by default. But when it comes to media consumption there are different factors that influence the choice of device.

It’s not only about what’s the best technology available, but it’s more about the type of content and genre the viewer wants to see. Is it a movie to watch with the whole family? Is it a sports match to watch with friends? Or is it a show that only you are interested in?

Depending on the type of content and moment of the day, the device of choice will be different. Of course, watching something with a group of people means a bigger screen, while mobile is reserved to individual use.

The OTT situation in India is varied and presents untapped opportunities for brands and broadcasters. We’re just at the start of what is shaping up to be a media consumption revolution with more diverse and authentic content for all. Literally, watch this space!

By Esha Nagar, Managing Director Nepa India

 

Want to know more? Contact us today and our brand experts will help you!

 

1https://www.statista.com/forecasts/1207843/ott-video-users-worldwide

2 https://www.businesstoday.in/technology/top-story/story/india-had-70-80-mn-paid-ott-subscribers-in-2021-sector-in-scaling-stage-cii-bcg-319095-2022-01-14

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Understanding consumers: what gets them to the checkout

January 28, 2022

Sam Richardson


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Path to purchase, Role of Search and Marketing Mix Modelling

 

Depending on what your brand is selling, the way to drive consumers’ purchase varies greatly. The approach towards a purchase is different depending on what the product is. For example people that are looking to buy a new expensive tech gadget will look into different options and research different brands, while those who are going to pick an every day item from a supermarket shelf will be influenced predominantly by the pack and the different options available in that moment.

So how can you make your brand be the final choice for people?

Path to Purchase

For lower value products like soft drinks, sweets and tinned goods there are many factors that can influence the final purchase decision. Everything consumers interact with affects what they’ll end up buying. Here at Nepa, we wanted to understand what impact each leg of the journey had on the purchasing power.

When it comes to FMCG items, consumers will often have an idea of the product they want to purchase, but not so much the brand. By understanding the path to purchase, brands are able to navigate consumers’ minds and end up in their baskets – step by step. For example, a strong brand is found early in the path to purchase and is resistant to the input from brands and their promotions, up to checkout. An even stronger brand can influence a consumer towards a purchase they would not normally make.

P2P insights are like a Rubik’s cube, every turn can create something different. Each tile represents a way we can break down the data, the demographic, the product, the brand, and the channel. With this breakdown of data, we can understand the power of each touchpoint in driving purchase conversion. We can also learn what stops a consumer in their path to purchase or what can send them in a different direction. By understanding people, we can see how much paid, owned, and earned touchpoints impact the path to purchase, and guide it accordingly.

Role of Search

Path to Purchase is great to understand how consumers are purchashing smaller goods, but when it comes to more expensive products (think cars and tech) the role of search is arguably more important. People will think long and hard on where they want to spend their money. Research, compare, and research again; we’re not just picking from a shelf.

At Nepa we collect passive data from participants, taken from their screens when researching a product. This allows us to observe the way people interact with what they see on their screens, what they click on and what they search.

Consumers tend to do two types of searches, category or branded. Category search means looking for a product with no brand preference, ‘best phones of 2022’ or ‘which car should I get’. Whereas a branded search is looking for a specific branded item ‘what Ford is the best’ or ‘difference between iPhone 12 and Pro’. By looking at consumers’ interactions we  can understand what products are being noticed and which factors are more important to win the purchase.

Understanding where a consumer has searched online allows us to help brands understand where they need to be seen in order for their digital touchpoints to drive consumers down the funnel into purchase conversion.

Marketing Mix Modelling

As mentioned, P2P analysis is great for holistic omnichannel insights while Role of Search is ideal for full funnel analysis of lower frequency of purchase items e.g. tech and automotive products; but when you’re want to understand where to get your best bang for buck there’s a lot more to consider. In this case brands need to optimise how they spend money on their advertising campaigns and really think about the effectiveness of each channel. To support brands in taking these decisions, we looked at several campaigns in the space of three years, and measured sales across channels. We were then able to create a model which looked at what factors have influenced the success – or not – of each channel. This can help brands understand exactly which touch points in a marketing strategy impact sales most.

The success of a campaign depends on a number of factors. For example, we look at the seasonality, the existence of external factors (COVID-19 to mention one), internal factors such as marketing and geographic distribution, and finally we analyse the media spread of the marketing. Together this economental model tells us just how much of each marketing channel can maximise the ROI. By understanding the ROI that each channel offers brands can optimise their budgets for best results.

Ultimately there are several approaches which will give different insights and help brands understand each piece of the purchase puzzle. Sometimes it might just be an MMM that’s needed. Other times it might be appropriate to overlay a P2P and an MMM. It all depends on the questions you’re trying to answer but each one can help unlock more value and drive more sales.

By Kit Sandford, Head of Analytics at Nepa UK

Want to know more? Contact us today and our brand experts will help you!

 

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Nepa Brand Impact Series

January 26, 2022

Sam Richardson


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Insights are crucial for brands and it’s essential to know what to measure and how to measure it. During the last couple of months we have published 4 blog posts about brand – the Nepa Brand Impact Series by Robert Beatus, Head of R&D and John Palm, Senior Analyst R&D.

 

Read the entire series here:

How to measure your brand strength.

Block the background noise, listen to the music. Making your brand data more accurate and actionable.

Forget me not, how to stand out and be remembered.

Introduction to Brand Touch – are you Batman or the Joker?

 

Want to know more? Contact us today and our brand experts will help you!

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Forget me not, how to stand out and be remembered

December 16, 2021

Sam Richardson


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According to Greek mythology, Zeus was naming all things on earth.  Just when he thought he had finished, a tiny blue flower shouted, “forget me not!”. Just like these flowers, brands that want to be noticed and remembered need to fight for attention.

Brand salience is a brand’s mental availability in our memory, it measures how well people recognise or think about a brand while making purchase decisions. This an important part of brand equity, and it is a concept that can’t be measured with any standard single KPI due to its complicated nature.

A person’s memory is a network of different cognitive cues of stored interlinked information. Brand salience can best be understood by imagining the brand as a converging point in our memory, interlinked with different types of cognitive cues or associations, what we call Brand Assets. Brand Assets are key to effective communication, the salience of a brand is determined by the amount, relevance, and strength of these associations.

So how can you make your brand one to remember?

1. Use brand cues

The use of brand cues is crucial. Brand assets are the brand cues that help anchor your communication in consumers’ minds and create strong sender recall and brand salience. Strong brand assets are highly recognisable, unique, and can be applied across channels and over time. For example, one of our recent studies showed how by introducing more brand cues you can increase sender recall. We looked at four TV commercials, the same ad but different ways of making it memorable. We found that the most successful ad was the one that had more brand cues than the other three. By including the brand name at the beginning of the ad, a campaign tagline in the middle and a voiceover at the end with the brand name and campaign tagline, this ad’s memorability was over 10 p.p. stronger than the others.

2. Use the right brand cues

But the trick isn’t only in including more brand cues in your communications. You must identify what the right ones are first. At Nepa, we use a system one approach to capture instinctive associations, by asking respondents which brand they associate with several different images of brand cues. We then analyse response time for each question and focus on fast responses to capture the instinctive answers. As a result of this process, we’re able to identify how strong the link is between the cues tested, and the brand.

The outcome can sometimes be surprising. For example, colour is often thought to be a strong cue, a key part of a brand’s identity. But one of the studies we conducted for a leading brewing company showed us that fewer than half of consumers associated that brand with their flagship colour, and only 12% with their distinctive font. That same colour was in fact associated with three other brands, all of them competitors! The strongest cue, with 80% association, was a combination of different elements – the colour, the font, and a recognisable word. Only by understanding the role of different brand cues and identifying the strongest, can brands avoid the risk of using the wrong assets and creating communications that miss the mark.

3. Use the right brand cues and classify them

Once you’ve pinned down what your strong assets are, you then need to understand how these contribute to increase sender recall and your brand position. Brand cues can be classified as strategic or tactical. Strategic cues provide low sales impact but can have high sender recall, while tactical ones provide high sales effect but can have low sender recall. So, the tactical/purchase cues will lead to spontaneous sales, while the strategic/branding ones are great for building long-term brand equity. By classifying your cues you’ll be able to either identify how to drive sales or support your positioning, depending on your preferred outcome. You can also mix and balance your assets to push both your sales and brand equity.

Brand cues are the keys to unlocking consumers’ memory. If you know what your strong assets are, how to use them and how to make them work together to achieve your goals, you will never be a wall flower.

By John Palm, Senior Analyst R&D at Nepa

 

Want to know more? Contact us today and our brand experts will help you!

 

Read also other Nepa Brand Series blog posts:

Block the background noise, listen to the music. Making your brand data more accurate and actionable.

Introduction to Brand Touch – are you Batman or the Joker?

How to measure your brand strength.

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Block Background Noise – Make Your Brand Data Accurate & Actionable

December 10, 2021

Sam Richardson


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Brand tracking is important. A continuous and holistic measurement of brand health and communications helps brands to face today’s challenges, such as a fragmented media landscape, differentiation and creating distinctive brand assets. But let’s face it, brand tracking isn’t always precise enough. Despite the vast increase in available data due to digitisation, the need for reliable and comprehensive insights has also increased significantly, as companies invest heavily in data driven analytics and insights-based decision making. With that in mind, we must recognise that data accuracy is an ongoing challenge.

One of the main challenges with brand tracking is to separate the actual signal from the noise caused by natural random error. Much tracking data is collected via cross-sectional tracking surveys where a sample of the population is asked a set of questions each week, aimed at understanding a brand’s current strength among its competitors. But samples aren’t representative of the entire population, and by sampling different groups of people each time – who might have a different background, and different experiences – the data can show differences that are not real. This means that all brand tracking data have a level of uncertainty – what we call the ‘noise’ in the data. This becomes a problem when the noise becomes louder than the music of truth. When fluctuations caused by sampling error outweigh true results, then it is almost impossible to identify the correct data.

On top of that, with the increase of campaigns on smaller channels – particularly digital – brand tracking becomes less relevant unless we’re able to measure all signals, including the weaker ones from a range of smaller marketing investments.

There are ways to tackle this issue, but not all of them are effective. Brands can increase their sample size. The more people you include in a sample, the better they are representing the total population. So, the uncertainty becomes smaller each time. The noise becomes quieter. This, however, is expensive. To turn this volume down and hear clearer messages you need to sample a huge number of people, and that’s often not financially feasible.

Another solution is to look at moving averages throughout a longer period of time (ranging from three to six months) But for the increasingly popular digital campaigns, which often only last a couple of weeks, looking at a three-month rolling average would mean losing track of the actual results. However, by using Nepa’s Brand Noise Reduction (BNR) you can get noise reduction without having to increase the sample size, even if you just look at a few weeks’ worth of data.

Like noise cancelling headphones BNR allows you to focus on the music. It finds patterns in the respondents’ data and identifies common variations due to the different samples, reducing random errors by up to 50% at no extra cost. This analysis boosts data accuracy and opens possibilities for more granular analysis.

Nepa’s Brand Noise Reduction analyses all the information within respondent-level data. It identifies the correlations between all respondents answer patterns, and their fluctuations throughout a period of time. As a result, BNR is able to distinguish shifts that are due to plain sample variations from those that reflect real market changes.

In a time when everything is moving so fast, insights are crucial for and brands can’t compromise on data accuracy. Find your melody, reduce the noise, and enjoy the concert.

By Robert Beatus, Head of R&D Nepa 

Want to know more? Contact us today and our brand experts will help you!

 

Read also other Nepa Brand Series blog posts:

Forget me not, how to stand out and be remembered.

Introduction to Brand Touch – are you Batman or the Joker?

How to measure your brand strength.