Taking a Critical Measure – Brand Imagery – and Making it Better

Macro, Consulting’s founder, Richard McCullough, will be presenting a paper on Brand Imagery measurement at Sawtooth Software’s conference on October 17th, 2013, in Dana Point, California. Sawtooth’s conferences always offer a rich forum for methodological rigor and advancement, and Richard’s topic certainly falls into those categories.

The Marketing Research business has changed dramatically in recent years – even months, weeks! As frequently documented in online discussions like the Greenbook Blog, disruptors, change agents and a variety of innovative start-ups are driving research value and modernization as digital marketing becomes, (is), the channel through which businesses prioritize communication. Amidst all the tumult, we are lucky to have people dedicated to making the critical analysis part of research better – advancing the statistical tools we use to engineer information from all types of data, be they “big”, survey or unstructured.

Brand Imagery is arguably one of the most valuable descriptors for any marketer in charge of a P&L. Accurate knowledge of how consumers perceive a given brand has a significant impact on virtually all marketing and communications decisions and product development.

Richard’s paper will review the practice and limitations of traditional brand measurement techniques and suggest a novel application of Dual Response MaxDiff to provide a superior brand imagery methodology. The presentation, which will appear here in White Paper form shortly after being delivered at the conference, explains in detail the limitations of current brand rating scales, explains an alternate approach and presents a case study showing a notably higher level of discrimination, as well as other significant measure-advantages.

Keep an eye out for our White Paper: Brand Imagery Measurement: Assessment of Current Practice and a New Approach, and be sure to attend the session on the 17th if you are in Dana Point!