Conquest’s Brand Health Monitor is a cutting-edge tool for tracking the effectiveness of brand communication and for getting the best out of your media spend. Our unique Metaphorix™ approach shows how your creative and media strategy are driving brand health, as well as highlighting how your communication can be improved and fine-tuned.

Thought leadership

Conquest is a thought leader in brand and advertising research, and has published many groundbreaking papers and articles. We believe that much of contemporary brand tracking is based on an outmoded 20th century model, in which the consumer always makes considered brand choices and advertising works through rational persuasion. 

So much of consumers’ behaviour and their response to advertising is not thought through: it’s unconscious and intuitive. That’s why standard tracking questions, particularly recall, only take us so far in accessing the true impact of advertising.

Communication needs to create brand engagement, which is driven by emotion. Emotions power much of our brand choice and, therefore, to fully understand a brand, tracking needs to access the emotional and unconscious aspects of consumer’s mind.

Going beyond recall

Recognition of advertising (via advertising prompts) is a much quicker, semi automatic process than recall, and our ability to recognise seems inexhaustible. Most importantly, recognition seems to invoke emotional memories from advertising, even before our conscious brain registers the fact.

Metaphorix™

Engagement with brands is all about emotion. Brand emotions are simple, unconscious impulses toward behaviour, and, therefore, questions about brands and advertising should encourage an intuitive response. Our unique Metaphorix™ approach employs visual representations of primary metaphors to access consumers’ immediate emotional response – thus avoiding the over rationalisation inherent in traditional question formats and providing a more direct route into emotion. In parallel, our brand disposition and brand image measures provide insight into how engagement drive brand consideration and brand choice. 

We drill down to measure Brand Engagement

Rather than simply asking people who recall advertising how they feel about the brand, we drill down to uncover the impact of advertising on brand engagement and brand choice. It’s about linking, through inference, a brand response with an advertising memory.  Typically we infer the impact of a campaign on the brand by comparing brand response amongst those who recognise advertising with those who have not seen it, after re-weighting data for brand usage.

Finding out what drives brand engagement

Brand Driver Analysis uncovers the key emotional and rational factors which drive brand engagement. It provides invaluable insight into what aspects of brand communication need to be focused on or optimised. And by incorporating these into our unique Drive Matrix we can identify the key communication needs for the brand

Diagnosing media effectiveness

Cumulative Media Mapping helps pinpoint the effectiveness of different media and media combinations, showing you how media is extending the reach of the campaign, as well as isolating the impact of different elements of the media mix on brand health.

To find out more about the Brand Health Monitor, contact David Penn on 020 8834 0900 or email conquest@conquestuk.com