New research tools supporting the strategic management of brands
Ipsos Marketing, the part of Ipsos specialising in innovation, brand and product studies, is launching MARKETLandscape and BRANDStretch, quantitative research tools supporting brand management, and used at the early stage of creating innovation.
MARKETLandscape is a tool supporting the strategic management of brands. It allows one to search for new directions of brand growth and optimisation of the positioning of brands already on the market. On the one hand, it provides inspiration and indicates directions of development for new products by discovering niches, at the same time assessing whether the new ideas stand a chance of filling them.
On the other hand it enables optimisation of the positioning of current brands in relation to the competition. MARKETLandscape is an alternative tool to traditional U&A (Usage and Attitude) type studies. Its strength lies in its synthetic and simultaneously very practical presentation of results. The client receives a comprehensive, concise image of the market seen through the eyes of the consumer. Products are arranged in sub-groups (clusters), and these are analysed in detail and described in regard to size, the brands in them, factors contributing to brand choice, consumer needs and how well satisfied they are, and purchase stimuli and obstacles.
BRANDStretch is a tool used when planning brand expansion. It enables identification of the categories holding the greatest promise for expansion, a measure of their potential, and indication of those brand attributes which should in particular be strengthened during the expansion, taking account of consumer needs while doing so. With BRANDStretch one can also assess to what degree brand expansion into new categories will result in the occurrence of so-called "blurring" of the initial brand.
The research tools MARKETLandscape and BRANDStretch are part of a constantly growing series of research tools developed by Ipsos Marketing, their goal being to assist clients in building up, maintaining and developing brands at all stages of product development.
Ipsos Marketing is a global division of Ipsos dedicated to research supporting the launch of new products and management of products and brands. It uses advanced research tools for researching the market and consumers, generating new ideas, developing concepts, developing and optimising the marketing mix, estimating sales volume before market launch, and for managing and repositioning brands. Ipsos Marketing also conducts consumer surveys in points of sale, consumer satisfaction studies and Mystery Shopper type studies.
