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:
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:
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.
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:
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.
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:
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.
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.
Industry-specific expertise and best practices
Proprietary frameworks that connects with stakeholder values and 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.
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:
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:
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.
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:
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:
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.