The actual purpose with most companies’ brand investments is to create an incremental value for its customers. Traditional brand tracking KPIs are not able to quantify and translate this value into a financial number, making it difficult for brands to follow up on their investments properly.
At Nepa we have a long history of using different types of discrete choice models (conjoint) to capture how much consumers are actually willing to pay for a certain brand. By combining our methodological expertise with extensive experience from tracking data, we have developed a solution using discrete choice modelling to measure the willingness to pay on a continuous basis.
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