White Papers

Optimizing Media Planning in a Digital Environment

ROI modeling now integrates all facets of data rather than just the online behavior of those exposed to the advertising. This briefing describes how incorporating a broad set of customer engagement data helps build stronger media plans.


Navigating a Reputation Crisis

A negative event amplified by negative social media can damage a brand’s reputation without quick action. We size the window of opportunity to seize control of the narrative and provide guidance for monitoring improvement over time.


How Do I Know My Brand Is Trustworthy?

Trust is essential for corporate success, yet is a complex, multi-layered key brand metric. Click to read this paper detailing how to measure trust alongside other dimensions of brand health for a comprehensive, actionable snapshot of a brand’s reputation.


An Executive View of Brand Metrics

A primer on brand reputation metrics, empowering companies and executives to efficiently make strategic decisions.


An Executive View of Soliciting High-Value Stakeholders’ Feedback

This paper highlights the unique challenges to accessing high-value stakeholders’ feedback and provides a model for successfully transforming their feedback into a competitive advantage.


Impact of Number of Brands Rated

In this study, we looked at how many brands respondents rated at a time and if this impacted the research results. The null hypothesis would be that there is no difference, and we were able to reject this hypothesis.


The Impact on Your Brand Ratings if You Measure Brand Within Attribute vs. Attribute Within Brand

In our study, we hoped to evaluate the level of halo effect in our data and decrease it by randomizing brands within attributes in comparison to the control group where attributes would be randomized within brands. We found the halo effect is higher when brands are asked within attribute.


Offering a Don’t Know

Our expectation going into this research effort was that a don’t know response option should be included as a general practice, but our analysis of the extensive literature published on this topic, as well as some of the results from our own research have challenged that assumption.


Survey Design and Vertical Scale Order

Survey design influences results. Research on research supports randomizing the direction of vertically-oriented scales to reduce bias.


Left or Right – In the Likert Scale

Our research results lead us to encourage researchers to continue examining this issue in different industries, with different respondent types, and with brand sets that are both similar and others that are quite diverse.


Perceptual Mapping

We dive deeper into how perceptual mapping can be used to understand the relationships between marketplace competitors and the criteria used by buyers in making purchase decisions and recommendations.

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