Tag Archives: brand research

Net Promoter Score – Going Beyond the Ultimate Question

In 2006, the Net Promoter Score (NPS) metric took the business world by storm, when Fred Reichheld, of Bain & Company, published The Ultimate Question: Driving Good Profits and True Growth. Based on his research, Reichheld proposed that by asking customers a single question, how likely they would be to recommend a brand to a […]

Walk With Your Customers: The Powerful Impact of Customer Experience Journey Mapping

In the words of tennis great Arthur Ashe, “Success is a journey, not a destination.” Not only do these words ring true for personal success in life, but also in branding.

Let Projective Techniques Reveal Your Brand Promise

As we wrote in our eBook, Are You Delivering on Your Brand Promise?, to develop or refine your brand promise, you need to understand your brand from your customers’ perspective. Qualitative research is frequently used to uncover consumers’ brand perceptions, giving researchers a way to dig into deep-seated brand impressions that might not be accessible […]