Market Research : Micro Monitor

Intermediate Brand Behavior

MicroMonitor module has been devised by MaRS on the fundamental premise that,

· Change occurs in small doses,
·

Micro behaviors are the key to the aggregate, and
·

Simple and evocative indicators have greater explanatory power than more complicated and elaborate models.

 

To measure and monitor campaign performance of an established and well known brand, the module adds another premise, backed by empirical data, that, the standard brand/campaign performance indicators such as awareness levels, brand image ratings, campaign awareness and similar other measures remain good status indicators but do not reflect flux in consumer behavior.

 

MaRS MicroMonitor has two primary modules - [1]  Measurement of brand momentum  [2] Intermediate behavior monitor.

 

Brand momentum is measured using a metrical analysis of consumers’ reaction to the recent brand campaign and professed trend in relationship and association with the brand.

 

The concept of intermediate behavior has its origin in various consumer behavior studies which have demonstrated that induced market fluxes- a brand launch, a major advertising campaign, a large consumer promotion scheme- bring about subtle intermediate changes in consumer attitudes and behavior, before the consumer decides to adopt or not adopt the new product or the brand. 

 

MaRS has identified four types of Intermediate Brand behaviors and measures have been developed for each of them. These are -

MicroMonitor Figure