Understanding the Moment Consumers Think, Feel, Click...Decide.
The Moment of Truth
Consumer behavior, opinion, sentiment, and action pull many levers in the buying decision process. A keen understanding of what drives your customers on an emotional level at the moment of truth and places your brand in or out of the consideration set of buying options is vital to sustainable growth.
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Is your brand connecting with prospects in a relevant and meaningful way? Have you clarified your brand story so consumers understand the value you offer? Is there clarity in your messaging and creativity in your storytelling? We are passionate about helping you uncover data to drive success through insight and understanding of the customer experience, and ultimately a deeper consumer connection and love for your brand.
Qualitative Clarity
Companies need to create crystal clear clarity and understanding of consumer emotional drivers. Knowing how to harness that emotion is key to driving purchase intent, conversion, and advocacy along the customer buying journey. Understanding emotional customer mapping in the buying process is an essential business strategy and the reason why some companies outperform their competitors.
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Opinion Window Research + Strategy developed a proprietary code frame system to measure true consumer intent, emotion, thought, and perception when responding to open-ended survey questions. Our system is trusted by some of the largest Fortune 500 Companies and brands that seek to gain a better understanding of consumer buying intent and opinion and formulate an effective brand strategy and a marketing roadmap toward measurable results!
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Three Brand Components
Customers expect more from their brands as market pressures such as inflation, supply shortages, and increased completion have a dramatic effect on loyalty. Half of customers are willing to switch brands. Understanding the health of your brand is critical, as defining and understanding three brand components that guide strategy, positioning, and clarity in your brand story. These three components are an essential part of your brand DNA or brand essence:
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1) Rational
2) Comparative
3) Emotional
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By defining what your brand does for people, different from anything else, and how it makes them feel, we articulate your brand’s essence.
For your brand to be compelling and enduring in the consumer's mind, this is typically a more profound idea than product, company, or even sector-related benefits. It reflects aspirations rather than just needs; it provokes rather than just informs.
Emotion accounts for 50% of the consumer decision process, while saliency (25%) and product features (25%) complete the equation.
Opinion Window Research + Strategy is here to help you discover and distill a successful brand story that engages consumers at every touchpoint along the buying path and a marketing integration program.
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Contract Consulting
At Opinion Window Research + Strategy, our Brand Strategists have worked with some of the most respected global brands to distill quantitative data into meaningful information. We will guide your marketing and strategic communications initiatives, whether you need a highly matrixed go-to-market strategy, a strategic communications plan encompassing digital and traditional media, creative advertising ideation, or advice on new packaging design. We're here to carry the torch and guide you through the marketing journey to better brand performance. If you need us for six days or six months, we're happy to discuss how we can add value to your marketing operations.