Understanding the Moment Consumers Think, Feel, Click...Decide.
The Moment of Truth
Consumer behavior, opinion, and action is not a black and white process. Understanding what drives your customers on an emotional level is the key to brand salience, and goes beyond brand awareness. At that moment of truth, when a consumer is about to make a purchase decision, it is their emotional thought process that places your brand in or out of the consideration set of buying options. Simply stated, brand salience is the measure to which your brand is thought about in a buying decision, at the moment of truth. Are you connecting 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? Allow us to help 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 drive 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 to gain a better understanding of consumer buying intent and opinion that helps formulate effective brand strategy and a marketing roadmap toward measurable results!
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Three Brand Components
The power of defining and understanding three components of your brand guides 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 a brand does for people, different from anything else, and how it makes them feel, we articulate ‘the essence’ of your brand.
"For your brand to be compelling and enduring in the mind of the consumer, 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 and 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 all the way 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.