Brandphonics to dig deeper into buying behaviour

UK-- MMR Research Worldwide has launched a new service to investigate the factors that influence consumers' purchasing decisions.

The Brandphonics tool, which the firm says has been in development for five years, uses online questionnaires to assess products from three perspectives: how consumers connect emotionally with a brand, its product and packaging; the measurable benefit the product delivers to the consumer; and a more traditional measure of how much consumers ‘like' the product.

Respondents are asked about their emotional connection to a brand before being quizzed on a product's “sensory signature”, such as the smell of Savlon cream or the sound made by Rice Krispies.

David Howlett, a director at the firm, said: “The aim is to generate a total, holistic and quantified view of how a consumer perceives a branded product.”

He said that clients had been impressed with how the service brings quantitative techniques to the traditionally qualitative area of product perceptions.

Author: James Verrinder