Customer capital
User experience testing to assess the performance of a concept (ergonomics, content, extent to which it meets expectations, etc.), website, mobile app, media channel, etc.
Measurement of satisfaction levels once users have acquired a degree of hindsight with regard to a concept, to identify and place a hierarchy on impactful factors, as well as improve the customer experience in question.
Measurement of immediate satisfaction levels to identify strengths, weaknesses and optimise customer pathways.
Customer engagement study to measure the quality and strength of the rapport between customers and the brand.
Market awareness
Taking stock of a market entails assessing its size in terms of volume and value, the influence of the various players, segments, channels, etc.
Exploratory studies to gain in-depth understanding of how a market functions: target, offer, distribution channels, etc.
Segmentation studies to identify potential targets and take action aimed specifically at the targets identified as being a priority.
Brand studies
Image assessment amongst various targets to establish a diagnosis of awareness, image, core values, brand and competitor expression territory, or even customer engagement.
Brand capital to determine the capacity of a brand to generate revenue in the future.
Positioning study to validate the relevance of corporate identity, optimise or even test alternatives.
Brand portfolio analysis to optimise overall performance (better allocations of company assets, addressing of a wider range of market needs, etc.): brand stretching, brand fusion, etc.
Product & service testing
Generation of insights to drive a product/service innovation strategy.
Concept screening/testing to rank the performance of concepts, diagnose strengths and weaknesses, and thus select the most promising alternatives.
Product/service testing to validate performance in a real-life setting and thus pinpoint optimisation levers.
Optimisation of the mix through measurement of the performance of products and services and optimisation of the components of the mix (range, price, size, pack, etc.) via Trade-Off for example.
Communication campaign testing
Communication campaign post-testing to validate efficiency of the campaign deployment strategy and the degree to which the campaign met the objectives (cognitive, affective, conative).
Communication campaign pre-testing to assess its propensity to appeal, its impact, understanding, as well as optimise deployment of the campaign and/or select the most promising alternative.
Advertising tracking to follow the extent to which a campaign achieves objectives over time and in relation to the competition.
Assessment of the performance of a brand’s advertising campaign relative to its target taking into consideration all touchpoints.
Assessment of the non-media components of a campaign to measure the effects of operations amongst specific targets (street-marketing, training, etc.).