Three Steps to Brand Success

	Motivational Research, Maximizing Brand Relevance: Including Market Structure, Needs Segmentation, Brand Portfolio Management and Brand Positioning Contact: Denise Stella Senior Vice President 212.991.6185

Understanding the “who” and the “what” is the foundation for successful segmentation research that will drive brand growth within the organization.

Traditional market measurement is not enough to help guide marketing strategy; TNS focuses on delivering to clients a consumer-led view of markets. The area of motivational research is a consumer driven, strategic analysis of markets that gets at the underlying need states that drive segments to bond to one brand/product or another. Our approach “connects the dots” linking brand strategy and positioning to portfolio management and identification of new product opportunities with current or new markets.

The TNS NeedScope System™ enables clients to gain a more powerful understanding of consumer needs and often replaces qualitative laddering techniques while maximizing the value of more traditional segmentation work. It can be used for:

• Driving innovation that is based on satisfying unmet consumer needs
• Maximizing the potential of brands to tap into the full range of needs in the market
• Quantifying the size of the prize and measure your brands “right to win”
• Determining what products and positionings will most motivate consumers to build a strong, long term relationship with the brand
• Testing brand or product concepts as well as advertising or packaging initiatives.

	Deliver Ownership – Optimizing the Creative Development Process Across Customer Touchpoints: Qualitative creative brief development, value proposition development/screening, diagnostic communications & copy testing Contact: Kirsten Zapiec Senior Vice President 215.773.4072

What do we say about our products and services and how can we say it most effectively so we activate the heart and mind of our customers and prospects?

AdEval™ can be applied across all types of creative (on-line, radio, print, TV, mail…) at any stage in the creative development process …and not just when pre-testing.

Psychological research has shown the importance of emotions in all human decision-making; their role in brand choice and advertising is now clearly recognized. It is widely accepted that effective advertising speaks to both the Head and the Heart. We use projective techniques based on Needscope™ to obtain a deeper understanding of emotional as well as functional drivers within the ad. In this way respondents can express feelings which they may otherwise have been unable to articulate. We provide clients sound, diagnostic research through the creative development process that goes beyond a one number go/no go result and instead offers in-depth diagnostics on what is working, what is not and why.

	Maximize Growth and Protect Share – Brand Performance Optimization (BPO™) Conversion Model™, Brand EquityStretch and Flow, Market Contact Audit, Media Mix Optimization Contact: Melinda Smith Senior Vice President 513.345.2079

At the heart of a business is the brand. Companies need to effectively communicate and listen to their customers and target prospects if they want them to have a relationship with the brand. We provide our clients with the metrics needed to show management how marketing communication and touchpoint spend is working to build the brand (and sales) but also how marketing protects you from competitive acquisition strategies.

Companies spend 70% of their marketing budgets to reach - or build experiences with - their strategic targets and customers. Launching a strategy to market requires research to measure and monitor the impact of your customer experience and communications programs, on building brand power through a relevant positioning in the market place.

In order to manage your brand’s power, you must measure it; BPO™ delivers the best metrics for understanding if you are building brand power. Conversion Model™ is the world’s leading measure and segmentation of psychological brand commitment, essentially the power of your brand to create brand attachment - through the experience as well as the communication. Both must be connected to deliver optimal results. The universal nature of this solution makes it equally relevant to consumer and business markets where categories or brands are stagnating as well as those that are flourishing.

BPO is a landmark approach to brand management and measurement, which looks beyond brand awareness or preference to measure brand power.

TNS was the first to market with BPO, a solution which identifies how ‘Power in the Market’ and ‘Power in the Mind’ impact a brand. We validated this via an extensive program of research and development. Equally, the Conversion Model™ was the world’s first measure of commitment.

BPO also shows how communications affect the brand-consumer relationship, measuring both the rational and emotional creative take-out, as well as understanding the drivers of motivation and optimizing the media mix.

Building touchpoints with your strategic prospects and customers:
How? Market Contact Audit.

TNS has a signed strategic partnership with Integration and is the only market research company that offers Market Contact Audit ™ (MCA). MCA diagnoses the “how?” one should reach the “who” with the intended “what’. MCA efficiently and seamlessly links with BPO™.

MCA analyses a brand’s communication contact portfolio form the target’s point of view. Contacts are broadly defined and customized by category and encompass all the major touch points, from traditional advertising, to word of mouth to in-store promotions. These contact touchpoints are looked at both from a category perspective and from an individual brand perspective. Ultimately our clients are better able to allocate their marketing spend based on this insight to maximize their investments across touchpoints and eliminate spend that is inefficient.