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Touchpoint Effectiveness

The world of communications has changed dramatically over the past decade:  Multi-media campaigns are now the norm, digital marketing has advanced rapidly, and the power of word-of-mouth and social media has become unparalleled.

These changes bring new challenges to managing your communications programs and diagnosing the influence of touchpoints on your target audience.  Harris Interactive’s Touchpoint Modelling solutions can help you answer such critical questions as:

  • How effective was my marketing in changing attitudes of my brand?
  • How have attitudes of my brand been influenced by social media and word-of-mouth?
  • Which media within my marketing program were the most effective?
  • Which elements of the campaign were responsible for specific changes in perceptions?

Our proprietary modelling precisely measures the effect on brand attitudes resulting from in-market consumer experience with one or more brand touchpoints.  The resultant data is therefore able to:

  • Reveal the overall effect of the marketing program
  • Distinguish between the contribution of different touchpoints
  • Indicate which elements have contributed most significantly to your brand’s success
  • Highlight the relative return on investment for each element of the campaign, in terms of shifts in brand attitudes, when used in conjunction with advertising expenditure data

Our modelling approach involves weighting respondent data to account for any existing affinity with your brand so that we are able to detect how well exposure to your marketing has strengthened brand engagement.

Reputation Performance

Corporate reputation management is a continuous process that requires ongoing assessment and evaluation to detect early warning signs for potential issues.  Your organization must be ready to proactively manage associated brand attributes to resolve any possible reputation red flags.

The Harris/Decima Reputation practice equips your firm with the ongoing education and training to not only detect these possible hindrances, but to prevent any friction that they may cause to your brand.

By aligning corporate reputation standards with all business behaviors, communications, programs, and practices, we aid your brand in maintaining a positive public perception – housed in an environment where it can only be improved upon, not degraded.

The resultant business outcomes of ongoing reputation management include:

  • Becoming a trusted source of information
  • Enhanced recruitment of potential new employees
  • Becoming a partner of choice
  • Enhanced endorsement (or neutrality) of appropriate organizations and stakeholder groups
  • Improved business performance

Marketing & Media Mix

Globally, stakeholder audiences are becoming more sophisticated consumers of marketing information.  They draw from a widening range of inputs that are more readily accessible across diverse and evolving multi-modal channels, fueling a demand for fragmented budgets within marketing plans.

Harris/Decima Marketing and Media Mix solution helps you account for the impact of this evolving media environment and measure the influence that your media activity has on buyer behaviour.

The critical inputs to our design models are carefully selected to represent the “context” for your specific business with respect to measurable market forces, dimensions of purchase influence and performance metrics for you and your competitors. This information is then merged with historical data on your media spending. As available, we also incorporate competitive spend and activity, relevant information capturing economic conditions, and any other variables that are potentially significant.

As your situation is unique, our design and analyses are custom-tailored to meet your specific needs.

Our expert team of research scientists draws on an extensive toolbox of more traditional statistical and data reduction methods combined with cutting edge techniques imported from a wide range of disciplines.

Our easy-to-use simulation tools facilitate your understanding of market forces through creative deployment of graphically designed interfaces. This technique illustrates how changes in your marketing and media mix may affect consumer behaviour.

Some of our more exotic techniques include applications of models utilizing Bayesian Neural Networks, free-forward mesh modeling and agent-based dynamic simulations. These tools provide powerful market models incorporating event sequencing from aggregated and/or transactional levels of detail.

Customer Experience

Tracking your business’ front-line performance is critical to generating sustainable growth and a solid competitive advantage.  Successful business performance is directly linked to meeting or exceeding customer standards at critical transactional touchpoints or “moments of truth.”

Each and every touchpoint will either strength or weaken the stakeholders’ relationship with your company.  Therefore, every transaction should be maximized to provide the optimal experience in bringing value to your firm.

Harris Interactive Customer Experience Tracking programs are aimed at aligning stakeholder experience strategies with stakeholder requirements to achieve relationship outcomes that drive profitability.  We assist you in answering such questions as:

  • What are the stakeholders’ relationship needs?
  • What experiences do customers require at each service touchpoint?
  • How well are we delivering on customer needs and touchpoint experiences?
  • What is the relationship between the transaction measurement insights and the business and behavior metrics that our business units track?
  • How do transaction tracking and relationship assessment fit together in a meaningful way?

We then assist you in transitioning the transaction data into business practices and service delivery to ensure correct alignment. Strong alignment with strategy, process and delivery will result in richer, deeper relationships that tend to last longer and be more profitable.  Conversely, misalignment of strategy, process and people often results in unfulfilling and inconsistent experiences, leading to weaker connections with customers.

Brand & Communications

Harris/Decima offers a variety of “asking” and “listening” methods to understand how consumers are experiencing and connecting with your brand…whether they are “real” consumers, business targets, employees or the media.

Our performance solutions span our Centers of Excellence:  brand and ad tracking build on the values and connections that form the core of our approach to Brand and Communications; customer churn and touchpoint experience are derived from years of experience in monitoring Stakeholder Relationships; and our approach to measuring and tracking corporate reputation is again led by acknowledged leaders in Reputation Management using both multi-client and consultative, customized approaches.

And to fulfill our promise of being “ahead of what’s next”, we have developed tools to mine social media and analyze structured and unstructured date using natural language processing and reported using unique and customer-friendly tools.  When paired with traditional analyses, these new tools offer unparalleled insight into what your audience is saying and doing with regard to your brand.

Why Harris/Decima

Industry-specific expertise and best practices

  • Centers of Excellence with senior consultants to propel latitude of thought and ideation
  • Brand and stakeholder relationship researchers focused on specific industries to deepen insight and provide actionable knowledge

Proprietary frameworks that connects with stakeholder values and commitment

  • Measurable throughout entire brand lifecycle
  • Validated through years of data collection across multiple studies and industries

Industry leadership

  • 10 ARF David Ogilvy awards since 2006

Loyalty & Commitment

Commitment is the most powerful indicator of loyal behaviour and business results. A customer's commitment to a brand or company is determined by more than just satisfaction.

In order to engender (and predict) loyal customer behaviour, organizations must be able to measure and synchronize satisfaction and trust. In turn, customer commitment serves as a catalyst for loyalty and advocacy, and it is the vital measure that links behaviour to business results.

The Harris/Decima Loyalty Model is a unique, quantifiable framework that enables our clients to understand and measure the drivers of customer loyalty, including the emotional and rational aspects of customer commitment. It explores the critical role that trust plays in helping organizations build and sustain mutually beneficial customer relationships. The model also measures the various aspects of a company's performance, as well as customers' and employees' degree of trust and satisfaction, all within their competitive environment.

Reputation Audit

Corporate Reputation can be defined as the sum of all perceptions and expectations that relevant stakeholders have about a company in relation to that specific stakeholder’s own agenda.

Reputation is not necessarily informed by any actual knowledge about, communication from, or interaction with the company – and can be held, communicated, transmitted, and transferred by stakeholders who are outside the company’s control or knowledge.

Reputation Management involves monitoring and managing perceptions so as to achieve advocacy, permission, and acceptance amongst your key stakeholder groups.

The Harris/Decima Reputation Management solution identifies key areas of focus for your business to effectively manage your corporate reputation through:

  • Identifying, prioritizing, and profiling reputation stakeholders
  • Identifying issues of importance amongst key stakeholders
  • Developing a unique set of reputation attributes and drivers specific to your organization
  • Analytic modeling by stakeholder, geographic region, business line, etc.
  • Competitive and peer company benchmarking
  • Evaluating communication, channel, and program impact
  • Delivering implications, recommendations, and strategic planning to optimize your reputation

Market Structure & Size

Harris Interactive’s Market Structure solution helps you better position new and existing products by providing a map of your market in terms of which products are used by whom and in what situations.   Our analyses shed insight on such questions as:

  • Which products in your category are used by individuals across a wide array of occasions and which are only used in specific situations?
  • Which products are viewed as close substitutes for each other based on comparable uses?
  • Are there gaps in the market that are not being met by existing products?
  • How large are the opportunities associated with specific situations?

Our analysis is based on an engaging survey process in which individuals are asked about both the situations where they use a product or service and the specific products they use in these situations.  Our solution set thus gets beyond simple aggregate measures of total market size to provide a more focused opportunity assessment.

  • The results are presented graphically so that you get a physical sense of the structure of the market, not just a set of data.  This makes it easier to understand and reach conclusions about key marketing issues:
  • Which individuals represent the greatest short- and long-term opportunities for you?
  • Which occasion and need states dominate in the market?
  • What role does brand play in helping to structure the market and how do your products and those of key competitors fit?

Market Research

Harris/Decima’s Market Assessment solutions provide a cohesive understanding of markets — both the ones you operate in now and ones you may want to enter. We help you assess the individuals who participate in your markets—their needs, wants, characteristics and behaviors. Beyond this, we help you comprehend how individuals interact with brands and products, providing a detailed description of your market’s texture and any accompanying opportunities.

Our solutions rest on four pillars, each providing insight into critical strategic marketing issues:

  • The Individual: How can I target my products most effectively? What are the characteristics and needs of those who are my best potential or actual customers? What groups of consumers should I avoid marketing to?
  • Competitive Landscape: What organizations participate in this market? What do the individuals who purchase and use their products and services think of them? How do their strengths and weaknesses compare to yours? Do their stakeholders advocate for them?
  • Market Structure and Size: How are products and services used in this market depending on situation and occasion? Are there gaps in the market that your products or services could fill? How large is the market in total?
  • Reputation Audit: What is the current reputation measure for your brand and how can it best be increased?

Why Harris/Decima

  • Over 30 years of experience in Market Assessment
  • Deep industry expertise coupled with unparalleled survey design and respondent measurement tools
  • Proprietary, innovative techniques
  • Cutting edge qualitative tools such as Advanced Strategy Lab (ASL)
  • Deep quantitative analysis through Strategy Cube
  • Social Media Monitoring and On-Line Communities
  • Global reach in analyzing markets
     

Product Research

Today’s product developer faces an increasingly challenging marketplace. Limited internal resources and budgets, an increasing need to move rapidly to market, brand names whose equity is stretched to the breaking point, and demanding buyers all make the risks and payoffs from new product development larger and even more uncertain than in the past.

Harris/Decima provides you with a flexible suite of traditional and innovative New Product Development solutions designed to help you meet the unique challenges of today’s marketplace regardless of your industry.

We assist you in answering such questions as:

  • What new products or services would buyers like to see? What ideas are being discussed by bloggers and other Internet participants?
  • Which of your new ideas for products are most engaging and interesting to buyers and thus should move forward for future development?
  • How large is the market for your new product(s)? Does it consist primarily of people who like your brand already?
  • Which features must your product have? Which elements can make it a truly unique and appealing offer?
  • How should you package your product so as to maximize shelf appeal? What is the best pricing strategy to follow? Are you offering the best possible line of products or should you add or delete some?

We work with you to take into account the impact that corporate and brand positioning may have on how your innovations are perceived by buyers, how the needs and requirements of buyers may affect their reactions to your products, and how prior experiences and satisfaction of buyers may affect their reaction to your new offerings.

Why Harris/Decima

  • Over 50 years of New Product Development experience with global reach
  • Integration of qualitative and quantitative approaches across multiple industries and markets, drawing on both in-house resources as well as partnerships
  • Incorporation of New Product Development work with Brand and Stakeholder research through our common Consumer Connection framework
  • State-of-the-art market estimation and simulation techniques