Brand Experience
Measuring the emotional perception of your brand
Competitive differentiation, perceived value creation: studies to grow your brands.
A strong and well-positioned brand is a driver of growth. It fosters competitive differentiation, creates perceived value, promotes customer retention, allows for range and market expansion, and generates positive recommendations.
Our studies help companies create consistent and positive experiences that strengthen customer retention and improve their positioning on the market.
Discover our qualitative, quantitative and hybrid
studies solutions
Our Brand Experience studies
Our offer is to analyse the emotions and perceptions of your customers through their interactions with all contact points of your brand.
Whether they are one-off or barometric, these studies allow you to get to know the reality of the customer’s experience with and perception of your brand through your communication, offer of products or services, name, visual identity and all interactions with various distribution channels.
Brand image and brand tracking
We take stock of current attributes associated with the brand, consumers’ experiences and generated emotions. Once the reference is established, brand tracking determines how effective marketing efforts are.
Campaign pre and post-test
Optimising the ROI of marketing and advertising measures, by assessing brand association, memorisation of key messages, purchase intent, as well as changes in attitudes and behaviours.
Awareness study
As an indicator of the brand’s visibility on the market, our spontaneous and assisted method to measure awareness allows us to assess the efficacy of marketing investments to increase brand recognition.
Logo, name testing
Assessment of the alignment of visual and textual elements with the brand’s personality, the interest raised among consumers and their engagement.
Price testing
An approach that focuses on the relative importance of each attribute of the product in the purchase decision, in order to understand how the demand for the product varies according to price evolution.
Message testing
Assessment of attractiveness, convincing power and indifference among each target group to improve the efficacy of the message and its persuasive power.
Our solutions
qualitative studies
quantitative studies
social media studies
What is the real benefit of brand tracking?
Brand tracking measures developments in key brand metrics over time and identifies the factors that contribute to a brand’s performance.
Beyond brand awareness or brand image, it helps understand how the brand is perceived, what associations are made with it, and to what extent these perceptions translate into brand consideration, preference, or purchase intent. It also makes it possible to evaluate the impact of marketing initiatives and track changes in positioning relative to the competition.
The value of brand tracking lies in its ability to put observed changes into perspective and identify the drivers that have a lasting influence on brand performance.
Which KPIs should brand tracking monitor?
The KPIs tracked in brand tracking vary depending on the brand’s objectives, but are generally based on several complementary dimensions.
The most frequently measured indicators relate to brand awareness, brand image, brand consideration, brand preference, and purchase intent. In addition to these dimensions, metrics related to perceptions of quality, trust, differentiation, or the consumer experience may also be included.
The challenge is not to increase the number of metrics, but to track those that help explain the brand’s evolution and identify the drivers of its performance.
Can brand tracking be adjusted over time?
Brand tracking can be adjusted over time, but with one key constraint: maintaining the comparability of results from one wave to the next.
In a tracking program, the core metrics (awareness, image, consideration, preference, and purchase intent) are generally retained to ensure that trends can be monitored and the brand’s evolution analyzed over time.
However, adjustments can be made when marketing priorities change: adding items related to new aspects of brand image, adapting certain attributes, incorporating new communication or innovation issues, or even revising open-ended questions.
Such adjustments must therefore remain measured and methodologically sound. The goal is to maintain a stable foundation for interpretation while allowing the system to reflect changes in the market and the brand’s priorities.
How do you evaluate the performance of an advertising campaign?
Evaluating the performance of an advertising campaign is not limited to looking at the sales it generates. A campaign primarily operates early in the purchase journey, gradually influencing brand awareness, brand image, mental associations, and purchase intentions.
Its effectiveness must therefore be analyzed on several levels: the message’s ability to capture attention, be understood and remembered, as well as its power to persuade different target audiences. Depending on the stage of the consumer journey, a campaign can serve to attract attention by encouraging consideration, or to persuade by building trust and reinforcing the decision to purchase.
Performance evaluation is therefore based on measuring these intermediate effects: the message’s appeal, comprehension, recall, credibility, and impact on intentions. It is this comprehensive analysis that allows us to look beyond conversion metrics alone and assess the true effectiveness of a communication campaign.
What are the performance metrics for an advertising campaign?
Indicators are generally categorized into reach and visibility indicators (exposure, unprompted and prompted brand awareness), message reception indicators (awareness, understanding, recall, and brand attribution), and brand impact indicators (changes in brand image, perceptions, and mental associations).
Finally, more advanced metrics make it possible to measure the campaign’s persuasive effectiveness, including the message’s appeal, credibility, and influence on intentions or consideration. These different levels of analysis provide a comprehensive view of advertising performance, going beyond conversion results alone.
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