White Papers

marketing ROI optimizing media planOptimizing 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.


Social Media Reputation ManagementNavigating 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.


measuring trustHow 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.


Brand Reputation MetricsAn Executive View of Brand Metrics

Foundational guidance on brand and reputation metrics, empowering companies and executives to efficiently make strategic decisions.


high-value stakeholder feedbackAn 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.


Survey Design Brands Rated Number ofNumber of Brands Rated: Less Is More

This paper informs the tradeoff in obtaining market intelligence from a larger set of brands vs. getting more differentiated data on a smaller set of competitors.


Survey Design Grid constructionDesigning an Attribute Battery to Measure Reputation

In designing surveys to measure a brand’s reputation, the survey construction fundamentally impacts the results. This briefing explores alternatives and recommends approaches to optimize results.


Survey Design Don't know option“Don’t Know”: The Great Escape?

Questionnaire authors can be segmented into those who prefer to give the respondent a “way out” of a question vs. those who believe better data is gathered without such an option.  This paper explores the pros and cons of each approach to provide actionable guidance for survey design.


Survey Design Scale OrderSurvey Design and Vertical Scale Order

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


Likert OrientationUphill or Downhill?  Response Options in a Horizontal Scale

Your choice in labeling a horizontal Likert scale will either increase discrimination or yield higher ratings. In this paper we outline the pros and cons of each approach depending on your business objectives.


perceptual market mapping discriminant "correspondence analysis"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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