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The Amplifier
Ideas for Brand Marketers
May 2007
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In this issue..
-- Which Insight Will Be the Home Run? Five Ways to Tell.
-- What's in a Picture? Testing a New Icon for the Partnership for Food Safety Education.
-- Mix It Up! The Basics of Hybrid Research Design
This month we offer insights about insights. Insights are the focus of market research and the foundation of brand strategy. But what exactly qualifies as an insight? How do you know one when you see one? It is surprising how often the best insights are hidden in plain sight. (Got Milk? Priceless!) Other features this month include a case history describing a multi-phased investigation of food safety practices and a new logo design for the Partnership for Food Safety Education. You can also learn the basics of designing hybrid research studies in a new featured whitepaper. |
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Which Insight Will Be the Home Run? Five Ways to Tell. ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
After reviewing many of the most successful branding
insights, we concluded that the best insights are all
too easy to overlook. Mark Twain observed, "We take a
natural interest in novelties, but it is against nature to
take an interest in familiar things."
How can brand strategists ensure that they don't overlook the obvious when pursuing the big branding idea? We offer five ways to test whether a finding is an insight or merely interesting. Click below to learn more. Insightful? Or Just Interesting? How to Identify a Brand-Building Home Run |
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What's in a Picture? Testing a New Icon for the Partnership for Food Safety Education. ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Testing an ad for communications ability is hard
enough, but what about testing a logo? The PFSE is a
consortium of government agencies, food marketers
and retailers that focuses on educating consumers
about what they can do to prevent food borne illness.
The PFSE asked BrandAmplitude to help them determine how well their new logo commuinicates the core safety message. Using a combination of online and offline techniques, we presented the logo, alone and in the context of product packages and store signage, to nearly 2000 consumers responsible for household food preparation. To learn more about how we did it and what we learned, click on the link below. |
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Mix It Up! The Basics of Hybrid Research Design ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Why limit yourself to answering just the 'how many?'
questions or just the 'why?' questions when
now you can do both, often with the same sample.
Hybrid research designs combine online quantitative
research with qualitative research to provide more
powerful tools for understanding consumer behavior
and attitudes. By using a quantitative study to recruit
online focus group respondents, you can be sure to
talk to precisely the right customers -- and know how
well they represent your target.
Hybrid techniques are growing in popularity because they are efficient and powerful. Learn more about how you can enhance your focus groups and surveys by combining techniques by clicking below. Getting Behind the Numbers: How to Combine Online Focus Groups and Surveys |
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More Brand Amplifying Resources ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
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Contact Information ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
email:
carol@brandamplitude.com
phone:
269-429-6526
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