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Brand health
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Using online to uncover emotional response

We believe that online offers a new opportunity for brand research, particularly if we want to get below the surface of consumer response.

In the UK, we use a dedicated Internet panel of 325,000 respondents. Participation is by email invitation only, and respondents are fully screened using masked questioning. We adopt stringent procedures to insure against ‘professional’ respondents and maintain quality. Participants receive a small incentive to complete a survey and there is a limit on how many surveys they may complete within a given period. All surveys are hosted on encrypted sites that provide a safe and secure environment.

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. 

Online offers the ideal research environment to measure emotional response, because consumer response online is spontaneous and unmediated by interviewer bias. Online also makes it possible to test many more routes/expressions than would be feasible using f2f methods.

Conquest is committed to the application of leading edge online technologies to our 4 brand research products:p>
  • Tracking brands and what drives them via the Brand Health Monitor
  • Assessing the impact of packaging change through PackQuest
  • Offering cost-effective idea-screening of new products via ConceptQuest
  • Obtaining rapid feedback on new product launches through LaunchQuest

     
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Email: conquest@conquestuk.com Tel: +44 (0)20 8834 0900 Fax: +44 (0)20 8834 0901
Colet Court, 100 Hammersmith Road, London, W6 7JP

Conquest Research & Consultancy Limited is a company registered in England and Wales with company no. 2354406. Registered address: Menzies, 3rd Floor Kings House, 12-42 Wood Street Kingston upon Thames, Surrey KT1 1TG. VAT No. 527 9350 26