The Moment of Truth

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Consumer behavior, opinion, sentiment, and action pull many levers in the buying decision process. A keen understanding of what drives your customers emotionally at the moment of truth — the instant your brand lands in or out of the consideration set — is vital to sustainable growth.

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Connection that drives consideration.

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're passionate about uncovering the data that drives success: insights into the customer experience and, ultimately, a deeper connection — and love — for your brand.

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Qualitative Clarity

Companies need a crystal-clear understanding of consumer emotional drivers. Knowing how to harness that emotion is key to driving purchase intent, conversion, and advocacy along the buying journey. Mapping emotion throughout the customer journey isn't just useful — it's why some companies consistently outperform their competitors.

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Where emotion meets measurement.

​Opinion Window Research + Strategy developed a proprietary code-frame system to measure true consumer intent, emotion, and perception in open-ended survey responses. Our system is trusted by some of the largest Fortune 500 companies and brands — all seeking a sharper understanding of consumer buying intent, in order to build 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 — inflation, supply shortages, increased competition — take a toll on loyalty. Half of all customers say they're willing to switch brands. Understanding the health of your brand starts with defining three components that guide strategy, positioning, and clarity in your brand story.

 

These components form the core of your brand DNA, or brand essence:​

1. Rational

2. Comparative

3. Emotional

 

By defining what your brand does for people, how it's different from anything else, and how it makes them feel, we articulate your brand's essence. For a brand to be compelling and enduring in the consumer's mind, that essence is usually a more profound idea than any product, company, or sector-related benefit. It reflects aspirations rather than needs; it provokes rather than informs.

Emotion accounts for 50% of the consumer decision process, while saliency (25%) and product features (25%) complete the equation.

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Opinion Window Research + Strategy helps you discover and distill a brand story that engages consumers at every touchpoint along the buying path, backed by a marketing integration program built to deliver it.

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Built for the Full Marketing Journey

At Opinion Window Research + Strategy, our brand strategists have worked with some of the world's most respected global brands, distilling quantitative data into meaningful insight. We guide your marketing and strategic communications initiatives — whether you need a highly matrixed go-to-market strategy, a strategic communications plan spanning digital and traditional media, creative advertising ideation, or guidance on new packaging design. We're here to carry the torch and guide you through the marketing journey to stronger brand performance.