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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I’ll Take My TV A La Carte, Please!

2015-10-tv-a-la-carteThe buzz around picking your television packages a la carte in the future is getting louder. As a consumer, would you prefer to pick and choose the channels you watch, paying for only what you want, or do you prefer the current set up of pre-packaged channels, including those which you may or may not ever watch? It seems that big cable/satellite companies are worried about the implications of providing an a la carte television package to its customers, and they have been fighting it over the last few years. The potential option of having more choice and control over the channels consumers purchase could change the entire industry, and that may be exactly what many consumers desire.

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Protecting Your Brand in an Era of Data Breaches

Protecting Your BrandMassive data breaks involving financial and personally identifying information are becoming commonplace, a frightening trend that is earning increased attention from consumers. Given the heightened media scrutiny and corresponding consumer angst: Which organizations do consumers now trust with their data? What do all of these data breaches mean for the health of your brand? We help answer these questions, drawing from our recently-completed study on consumer security perceptions.

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New Research Study Reveals HealthTech Trends & Benefits

Fitness tracker

In our technology-driven world, we often hear warnings about excessive screen time and suggestions to regularly “unplug” to mitigate the negative health effects of being continually connected. The American Academy of Pediatrics recommends that children and teens should engage in no more than two hours of electronic entertainment media per day to avoid a myriad of developmental challenges such as concentration problems and obesity. Recently, a study out of UCLA School of Medicine asserts that screen time at bedtime can have detrimental effects on sleep.

But could technology actually be—dare we say—good for us?

Market Strategies International was curious so we conducted our own study to explore some of the intersections of health and technology to determine what benefits, if any, are coming out of the convergence. Other than healthy annual revenues that are estimated to reach $2 billion with 13 million users by 2020, are there any healthy paybacks for consumers? Within our sample, even though a vast majority report having good to excellent health, 16% have been diagnosed with diabetes and nearly 20% have struggled with obesity.

  • Could innovations in health technology empower us to be more aware of and take control of our health?
  • What types of companies are best positioned to provide solutions?
  • Who do consumers trust to provide these devices or services?

Our web-based survey included 1,000 adults living across the US who use at least one of several connected fitness health devices, apps or telehealth services. We found that not only can technology provide benefits such as raised awareness of overall health, but it can also help increase healthful attitudes and behaviors thanks to the use of personal fitness trackers, medication reminder apps and patient portals. Furthermore, results show that people trust technology and consumer goods companies over pharmaceutical or healthcare companies to provide HealthTech devices/services and to be responsible for personal information and/or collected data.

Health & Fitness Devices or Services Have Used

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Market Research Musings from a Cord-Cutter Newbie

2015-04-cord-cutterNearly a year ago, my life changed drastically when a tornado destroyed my family’s home. We moved into an apartment while we rebuilt and had many decisions to make, including whether to keep our home telephone number. We decided to keep it in case those who didn’t know what happened tried to reach us or in case certain accounts were tied to it. However, it didn’t take long to realize that, even under these different circumstances, the “home phone” is not as necessary as we had once thought—the only people calling that number were my mother-in-law and telemarketers.

Fast forward to a couple of months ago: we were ready to move into our new house, and, after seeing such little usage over the past nine months, we decided to “cut the cord.” This turned out to be a little difficult in some ways—that number had been a part of us for more than 20 years, and we wondered how we would call our cell phones to find them when they get lost in the couch.

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Health Tracking May Mainstream Demand for Smartwatches

By the time this is published, it is very likely that I will have pre-ordered my Apple Watch. It will be tough to decide between the relatively modest Sport version, or its big sister, simply named Watch. (I am not the target audience for the multi-thousand dollar Edition.)

The recent record-setting Kickstarter campaign for the second-generation Pebble smartwatch was also very tempting. But, in the end, I canceled my $189 pledge for a Pebble Time as I am still enjoying my first-version Pebble and, like many gadget hounds, I am craving ‘new and different.’

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The Foreseeable Consequences of #NetNeutrality

Net Neutrality AheadThe FCC has taken a firm stand on Net Neutrality, making it clear that internet providers cannot sell access to “fast lanes” on their networks. The news media and other consumer advocate talking heads have been chiming in from all directions trying to convince the public why this is either the best thing or the worst thing that has happened since the creation of the internet. There are merits to both sides, but there are definite logical consequences of the FCC’s ruling that internet providers would be well advised to consider.

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Gimme 5: What to Expect from 5G Wireless Networks

Rumbles from La Rambla

If you are even remotely associated with the telecom and tech industries, you will know that this is the week of Mobile World Congress (MWC). No time for gazing at Sagrada Familia or long strolls on La Rambla—all attention in Barcelona will be on the latest developments in telecom, with keynotes from some of the biggest names in the industry, plenty of new smartphone launches and perhaps even the opportunity to test the odd smart car or two.

What makes the 2015 event particularly notable is that this is the year that fifth generation (5G) wireless network technology will really gather momentum. Both the Next Generation Mobile Network alliance and the European Commission are revealing the details of their respective 5G white papers, and major equipment manufacturers such as Ericsson, Huawei, Alcatel-Lucent and ZTE will all be discussing and demonstrating the results of their early forays into 5G. While the first commercial 5G networks are only anticipated to launch shortly before the 2020 Olympic Games in Tokyo, the next five years will undoubtedly witness a growing frenzy of development and standardization, and that frenzy is kicking off now.

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The New School of Educational Technology

Pop quiz! You know school is back in session when…

A) You must zig-zag through pencils, pens and protractors before navigating to the aisle you need at most convenience stores

B) You no longer get a seat on your morning bus commute

C) There’s a panic-inducing number of head lice prevention ads hanging in your child’s pediatrician’s office

D) All of the above

Answer: D, All of the above.

School is in Session

Jokes aside, I look forward to school season every fall. It brings me back to several of my own memories: getting selected to write “words of the day” on the blackboard, mastering the multiplication flashcards and bringing home that first aced test of the year to stick on the fridge.

It’s strange to think that while current students may one day share my sentiments, their memories will differ dramatically from mine. Their “words of the day” don’t require chalk and erasers because they’re most likely written on a Smartboard. Flashcards have probably been replaced with mathematically-focused computer games. And most parents can now celebrate their child’s tests scores before ever seeing the evidence through online grade books via learning management systems. As a market research analyst, I especially appreciate one educational technology advancement in particular: Adaptive Learning Systems (ALSs).

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A Model for Ensuring Meaningful Research

I had one of those days earlier this year that reminded me why I love my job.

It could have been deadly: a 7.5 hour meeting at a client site–with a one-hour, not-much-of-a-real-break lunch—nearly half of it in a room that was about half as large as it should have been. I walked out exhausted. If I could have gone straight to bed, I probably would have. I suspect others felt the same way.

But I was also energized with ideas, enthusiasm and the glow that comes from being part of a team doing real work, really well, together. Fast forward several months to now, and I just participated in a similar workshop following the quantitative portion of this engagement, and I am just as enthusiastic about this experience.

What made it so great? Three things…

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