Beyond NPS: Multi-Measurement Approaches for Brand Health

Beyond NPS: Multi-Measurement Approaches for Brand Health

Market Strategies is often asked to recommend research approaches that guide decisions about marketing and product/brand management. A topic that’s been of keen interest lately is brand health. NPS has been the “go-to” measure for some time, but we were curious to compare it to other brand health measures so we used our quarterly consumer omnibus study as a research sandbox.

Specifically, we fielded various questions and used the results to test the efficacy of brand health approaches that would serve clients across industry sectors well. We surveyed more than 1,100 US consumers regarding brands in the social media space: Facebook, Flickr, Google, Instagram, LinkedIn, Pinterest, Reddit, Snapchat, Tumblr, Twitter, Vine and YouTube. We then used these data to run multiple brand health analyses, ultimately comparing NPS and several brand health measures and indices at how well they predict our dependent variables: frequent use of the brand and intention to increase use of the brand in the near future.

If your company uses NPS and nothing but NPS, you’ll want to download this free topline research report to see the results of our experiment. Here’s additional background for context, if you’re so inclined.

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#ASCO, #KimKardashian and the Power of Social Media

Do ASCO (American Society of Clinical Oncology) and a Kardashian belong in the same sentence?  On the surface, no. But put a hashtag in front of the names and the relationship looks very different.

Social media is firmly established in the popular imagination and ingrained in everyday behavior. Every piece of content seems to have a hashtag associated with it. Yet much has been made of the fact that physicians and other healthcare institutions have been much slower to embrace social media in their capacity as professionals. The profession has been marked by traditionalism, especially in terms of how physicians interact with each other and their patients. Further, there are a slew of regulations and privacy issues that impact social media usage among health care professionals (HCPs). Nonetheless, oncology is trending, and market researchers should examine what oncologists are doing online because it could inform real-world solutions for our clients.

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