NEWS23 November 2012

Jaguar Land Rover appoints MM-Eye for brand health project

New business UK

UK— Jaguar Land Rover has hired research agency MM-Eye to carry out its global brand health measurement study.

The project will span ten main markets and run for three years.

A dedicated account team at MM-Eye’s London office will be responsible for handling the contract, with back-up from a team at the company’s offices in Hamburg.

The company won the work after a “fully competitive pitch” and will carry out interviews with 1,000 respondents in each of the markets during the multi-wave project.

MM-Eye’s Thoughtscape methodology, which uses stream of consciousness interviewing techniques to understand emotional engagement, will be “at the heart” of the firm’s work for Jaguar Land Rover.

MM-Eye’s “Stream of Consciousness” methodology allows consumers to express what they feel about brands “in their own words”, rather than as a response to prompted image attributes.

This information is then run through the firm’s “Thoughtstring” emotional coding methodology to turn the text into codes that are used to provide, for example, brand diagnostics.