Conquest is a leading provider of brand and advertising tracking and a thought leader in brand communications. Our tracking clients include high-profile marketers such as Nectar, Pizza Hut Delivery, Heinz and The Open University. They come to us because they understand that successful brands must engage with their audience, building strong emotional connections. It’s important to measure things such as recall and message take-out, but it’s not enough. Great brands and stand-out communications go beyond rational response to build subtle emotional and often implicit associations and beliefs about the brand. And they need an effective and practical way to track this.
At Conquest, we are able to track emotional and implicit as well as rational response by incorporating our award-winning Automatix® and Metaphorix® tools into our tracking studies, bringing our clients the complete picture. We can then go further, diagnosing campaign effectiveness by calculating a Brand Potential Score. This is a unique measure that simplifies the task of understanding the impact of communication by computing a single number that weights all rational, emotional and implicit measures against their importance in driving brand choice.
Conquest is a thought leader in researching brand communications. Our approach produces clear commercial benefits for clients such as Heinz and Which?.
They come to us because we go beyond conventional ad testing, which attempts to measure emotional response purely by asking rational questions. Conquest’s approach is different. As well as capturing the 40% of the story uncovered by rational questioning, we are able to understand emotional and implicit response to advertising through our award-winning Automatix® and Metaphorix® tools.
We are then able to calculate a Brand Potential Score, which is a unique measure that simplifies the task of comparing adverts by computing a single number that weights all rational, emotional and implicit attributes against their importance in driving brand choice
This means our ad testing works much harder for our clients:
- Uncovering ‘hidden’ beliefs and underlying shifts in brand feeling that are often not otherwise apparent
- Separating the ‘great’ from ‘good’ because, by allowing people to express themselves more fully, response is more sensitive and differentiated
- Reducing significantly the risk of discarding a powerfully emotive ad just because it has no ‘rational’ message
- Providing clarity about overall winners and losers through the Brand Potential Score
We estimate that as many as 30% of ads that fail conventional ad tests should have been progressed. Our approach identifies these ads with hidden potential and explains how they can be optimised.
Conquest are experts in product testing, offering face-to-face, online and central location testing across a wide spectrum of product types. Our clients include L’Oreal and KFC.
They come to us because we design the right methodology for their specific need, and focus on helping them maximise the profit potential of their products.
And of course we have an extensive tool box of advanced analytics to unpack a product’s performance and optimise it – including driver analysis, turf modelling and a product optimiser dashboard.
We also have a sensory testing module which taps into expert panel assessment and, when integrated with other data, provides powerful diagnostics to help clients optimise their products.
Finally, we take the hassle out of the process – handling dispatch, debranding and repackaging, including chilled and frozen.
Conquest has been helping marketers develop, refine and test new product ideas for over 30 years. We work with leading players across many markets and categories, such as Starbucks, Premier Foods and L’Oreal at every stage of the innovation process, from early stage concepts to pre-launch mix evaluation.
Our clients come to us because they have found that conventional concept tests are blunt instruments when it comes to emotional response. There is too much reliance on purchase intent and on scales that encourage over-rationalisation and rejection, particularly at early stages of concept development.
That is why we work with our clients to deliver product concept testing that fits their needs at every stage of the product development process. As well as all the conventional measures the NPD team needs, we incorporate our award-winning, avatar-based Automatix® and Metaphorix® tools to uncover true emotional response to new product ideas and their impact on implicit beliefs, allowing our clients to more accurately predict market success at an earlier stage.
We can then bring it all together into an Idea Potential Score, a uniquely powerful conjunctive measure that weights all rational, emotional and implicit attributes against their importance in driving choice to create a single, powerful metric. Our concept screening norms help contextualise this to identify the true potential of the idea and spot winners.
We know our method is more effective. For example, when a client took the unusual step of testing us against their current methodology using early stage concepts that had already proven themselves successes or failures in-market, our results were spot-on, whereas the more conventional approach let through a number of failing concepts.
Segmentation – sorting customers into quantified, meaningful groups – is a key tool to develop marketing strategy. But there are a couple of problems with classic segmentation studies:
- They only categorise rationally stated attitudes and beliefs. This means they are missing 60% of what drives consumer behaviour
- They are descriptive not predictive: they describe customer groups, but do not identify what you can do to influence their behaviour
This is why we developed SegmentXtra™. This unique approach integrates our award-winning methodologies to bring you the whole picture:
- All rational, emotional and implicit findings are put into a Mind Model® which drills down to identify the key purchase triggers at both segment and total brand level
Packaging matters. It is by far the most identifiable symbol of many, perhaps most, brands
The average customer has far more ‘opportunities to see’ a brand through its packaging than through advertising.
Understanding packaging effectiveness is emphatically not about discovering which design consumers prefer. That’s why we don’t do ‘beauty contests’. Putting two designs side by side and asking people which they like best misses the point, because consumers are not art directors. So we always use a test and control, monadic approach.
Packs represent brands and any change to pack will inevitably affect perceptions of the brand. So the key focus of a packaging study should be the impact that a pack change has on brand perceptions.
Conventional pack research will attempt to understand impact on brand perception through rational questioning. But packs work at a subconscious and emotional as well as a rational level, and conventional quant. questions do not provide people with the means to express their emotions.