PERCEPTION & COMMUNICATION MODELING

PERCEPTION & COMMUNICATIONMODELING

July,20

Prepare your post COVID-19

Branding Strategy

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Re-thinking of Branding Strategy

Last year’s nicely planned strategic directions are irrelevant now. The

coronavirus has changed the world. Every economy in the world and has

naturally reduced companies’ financial forecasts for 2020.

Getting back on track requires updated strategies. Marketing teams must

change their media plans to make the right branding strategy.

Ipsos I Perception & Communication Modeling

A New Branding Strategy is needed!

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Road-Map for Designing of Branding Strategy

Brand Perception can deepen a customer—or potential customer’s—attachment to your

brand and the communication plays an important role in this perception building.

Therefore it is critical to understand for companies;

• What are the key brand images that drives the key metrics

(purchase/consideration/preference/equity/sales) of the brand?

• How much these key brand images are triggered by the communications made?

• Do the communication deliver the desired message?

At this point, we can help you with your brand strategy planning by examining the relations

between Communication and Brand Perception.

We have extensive experience with the technique called “Perception & Communication

Modeling” to address these issues

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How Does “Perception & Communication Modeling” Work

By combining consumer tracking survey with Structural Equation Modelling

(SEM) and regression, we can evaluate:


➢ which brand perceptions are most influential at driving key

metrics/KPIs

➢ the impact of each of the media touchpoints/ on brand perceptions

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Quantifies the impact of each

of the media touchpoints on

brand perceptions

The 2 main stages of the Perception & Communication Modeling :

Stage

1Identifying which brand

perceptions are most

influential at driving key

metrics/KPIs

2


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What we deliver to clients:

Understand the relative strength of key drivers to brand perceptions.

The drivers for your brand and your performance can be compared to those of your competitors

to prioritize strategic moves or refine your messaging or positioning to effectively

differentiate your brand or product offers.

By comparing your performance on attributes versus their impact, you can better prioritize where

to invest

Reduce tracker questionnaire to ask only relevant questions

Creating new KPIs

Which media touchpoints had the greatest impact on brand perceptions. Results are analysed

at a granular level – meaning we can evaluate the effectiveness of each creative execution,

identifying which messages our clients need to focus on to maximise the impact of their

communications.

By comparing the brand impact of each creative execution, identifying which aspects work well

and provide direction for creative improvements.


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Sample Deliverables :

FULL PICTURE OF RELATIONS

Images & Media Touchpoints1

DECOMPOSITION OF EFFECTS2total, direct, and indirect effects

Achieving a Deeper, More Accurate Understanding of the Impact Relationships

Total Effect on “Brand Awareness”(Direct + Indirect)

3 CREATIVE EFFECT

effect of each creative execution


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Timing and Budget

5 to 12 page report 2 to 4 weeks Costs and timings exclude data

collection. Final costs and timings

will be agreed based on the exact

scope of your requirements.


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Structural equation modeling (SEM) is a statistical technique for building and testing statistical models,

which are often causal models. It is a hybrid technique that allows the research to use a combination of

more than one technique, confirmatory factor analysis, path analysis and regression.

At the most basic level, a model is a statistical statement about the relations among variables. SEM is also

called casual modeling because it tests the proposed casual relationships.

SEM works with measured variables (consumer tracking survey-brand images) and latent variables (“New”

variables created)

• Measured variables can be observed and are measurable.

• Latent variables cannot be observed directly, but their values can be implied by their relationships

to observed variables.

SEM models the effect of variables simultaneously influencing the brand key metrics/KPIs chosen. It can be

conducted off any regular consumer tracking survey.

Basics of Structural Equation Models


Technical Information

Data Needed

response data,

which are regular consumer brand health tracking survey

media metrics,

in the different media touchpoints, such as impressions, clicks, GRPs,

WOM, Radio, Print, Events etc. with media spend being the most common.

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SERKAN CERAN

Business Intelligence Director

Ipsos SIA

[email protected]

RABİA KALYONCU

Business Intelligence Director

Ipsos SIA

[email protected]

DOĞAN ALTINTAŞ

Business Intelligence Manager

Ipsos SIA

[email protected]

MEET THE DATA SCIENCE TEAM

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Please contact us if you’d like to learn more about this tool and how they might best work for you.

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Modelling Awards

Turkish Researchers Association Master Owl SILVER Award, 2017-Coca-Cola

Turkish Researchers Association Innovative Owl GOLD Award, 2018-Unilever

Turkish Researchers Association Master Owl GOLD Award, 2015-Unilever

Turkish Researchers Association Innovative Owl SILVER Award, 2018-Vodafone

Turkish Researchers Association Visioner Owl SILVER Award, 2016-Pepsi

BAYKUŞ AWARDS

THANK

PERCEPTION & COMMUNICATION MODELING

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