在快速变化的时代中最大化品牌价值+Maximizing++brand+value++in+an+era+of++rapid+change

Maximizing

brandvalue

inaneraof

rapidchange

2

Tableof

contents

3

Introduction

6

Whatisasystemofaction?

9

Adynamicapproach

12

Casestudy

15Investinyourbrand

3

Introduction

Consumers’needs,expectations,andbehaviorsarechangingrapidly.Everythingyouthoughtyouknewabouttheirpreferences,shoppingtrends,andbeliefshaveshiftedsignificantlysincethebeginningof2020.Andwhileasenseofnormalitywilleventuallyreturn,theimpactonattitudesandbehaviorswillbelong-lasting.

Tobesuccessfulinthisnewreality,brandandmarketingleadersneedfastinsightstoclosetheblindspotsthathaveemerged.Itmeanstheyneedtopivotandactquickly–withoutbreakingthebank.

Speedisnowfundamentaltoallresearchplatforms,andthecompaniesthatlearnfromthisexperienceandtakestepstoquicklyunderstandongoingmarketchangeswillcomeoutahead.Armedwithinsight,youwillhavethepowertodrivesmartbrandexperiencestrategiesandtacticsforthenear,medium,andlongterm.

Waitingiscostly.Sohowdoyougetstarted?

Thekeyquestionyouneedtoanswerfirstis:

Howareconsumersinteractingwithandrespondingtoyourbrandnow?

4

Introduction

Throughbrandtrackingyoucanmonitorwhat’shappeninginyourmarketandreactquicklytonewopportunities.Andthisiscritical,ashistorically,thebrandsthatstayrelevantandpresentduringrecessionscomeoutstrongerthanthosethatstoptrackingtheirhealthandcommunicatingwithconsumers.1

Buthere’sthecatch.Measurementisnotyourgoal.It’snotenoughtoreportonchanges;youmustactonthem.Andthatrequiresasolutionthat:

Givesyouinsightsindays,

notweeks.

Isscalabletomeettheneedsofyourmarketandbudget.

Providesactionableinsightsbackedbystatisticalrigor.

Allowsyoutoadjustyourresearch

asneedschangeinrealtime.

1RanjayGulati,NitinNohria,andFranzWohlgezogen.“RoaringoutofaRecession.”HarvardBusinessReview,March2010.

5

Introduction

Ultimately,youneedasystemofaction.

Withasystemofactionyougobeyondsimpleandtraditionalmeasurementtodemonstratethevalueyoubringtothebusiness.Intoday’sfast-movingmarkets,asystemofactionisparamounttoengagingconsumersinthemomentsthatmatteranddeliveringresultsthatmovethebusinessforward.

Qualtricshelpsyouuncoverthesenewmarketrealities,faster,andatlowercost.Wearethesystemofactionthatenablesyoutoimmediatelyaccessdata-driveninsights,quicklypivotyourbrandexperiencetomatch,andknowthoseadjustmentsaresupportingyourshort-andlong-termgrowth.

SECTION1

Whatisasystemofaction?

6

7

SUCCESSLIESINTAKINGACTION

Thrivinginbusinesstodayrequiresyoustayconnectedtothedevelopingdynamicsofyourmarket(employees,customers,andprospects,alike).Keepingyourfingeronthepulseofyourbrandandcompetitorsenablesyoutosettherightcourseofactiongoingforward.

Whatis

asystem

ofaction?

THREESTEPSTOTURNINGMEASUREMENTINTOACTION

STEP1

Getaholisticpictureofyourbrandfromoneplatform.

STEP2

Deriveimmediateinsightsfrom

built-inanalytics.

STEP3

Driveresultsthroughaction

andaccountability.

+

Captureandactonreal-timeinsightsfromeverytouchpoint–frombrandcommunicationstocustomerexperiences–and

+Makefaster,smarter

decisionswithreal-

timeinsightsdelivered

indynamically

updateddashboards.

+Receiveautomaticalertsthatprovideearlywarningsofsignificantchangesinbrandmetricsornewemergingtrends.

+

understandwhatmatters

mosttoyourbrand.

Detectemergingtrends

andchangingsentiment

byintegratingsolicited

andunsoliciteddatafrom

128sources.

+Shareinsightsacrossyourorganizationwithpowerfulvisualizationspurpose-builtformakingsenseofwhatmattersmosttoyourbrand.

+Buildcustomworkflowstodriveactionandaccountabilitythroughoutyourorganization.

Understandingstarts

withlistening.

Download

“ThePowerofDeepListening:

TheUltimateGuidetoWorld-ClassBrandTracking”

Identifytheactionsthatdeliverthebestbusinessoutcomes.

Download

“UnlockingReal-time

BrandAnalytics:ACriticalToolforWorld-ClassBrandTracking”

8

QUALTRICSBRANDXMINACTIONATFRIGIDAIRE

Todriveactionacrossthisconsumerandcommercialhomeappliancesbrand,QualtricsworkedwithFrigidairetodevelopacomprehensivebrandtrackingsolutionthatincludesabest-in-classbrandtrackingsurveyandreportingprogram;keyperformanceindicators(KPIs)monitoringandconversionmetricsforFrigidaireandcompetitors;andacustomdashboardwithpoint-in-timedatavisualizations.

Whatis

asystem

ofaction?

PoweredbytheQualtricssystemofaction,Frigidaireachieved:

+15%improvementinbrandfunnelconversionmetricsfromconsiderationtopurchase+45%increaseinspeedtodataanalysiswithpowerfuldatasegmentationandfiltering

Qualtricsprovidesuswithaplatformthatsatisfiesevenourmostcuriousexecutiveswithup-to-dateinsightsthatareeasytodigestandtakeactionon.

BrettTownsend,DirectorofNorthAmericaInsights,Frigidaire

SECTION2

Adynamicapproach

9

10

EMPOWERINGACTIONWITHADYNAMICAPPROACH

Traditionalbrandtrackingfocusesonbackward-lookingmeasurementsanddoesnotenablereal-timeaction.Bytakingamoredynamicapproachtonotonlybrandtracking,butalsomanagingthebrandexperience,youcanmakesmarter,fasterdecisionsintheareasthatmattermost.

That’swhatmakesQualtricsBrandTrackinguniqueandmoreimpactfulthanotherplatforms.It’sthefoundationoftheBrandXMsystemofactionthathelpsyourorganizationgobeyondmeasurementtotakingactionsthatdrivethemostresults.WithQualtrics,youcan:

Adynamic

approach

+Immediatelybecomeawareofnewbrandsignalsormarketchanges,soyoucantakestepstocapitalizeonthem.

+Ensuremarketactionsarerelevantandworkingforyoutodaybecauseyoucan’taffordtoinvestinmarketingthatdoesn’twork.

+Findtherightmessageandtonetomeetyourconsumerswheretheyaretoday.

+Makecriticalbusinessdecisionsconcerningyourbrandstrategy,communications,

andmarketingspend.

11

Adynamicapproach

Traditionalresearchagencyprograms

TheQualtricssystemofaction

+

++

++

+

Arebackward-looking,inflexible,

andnotactionable

Useproprietary“blackbox”measuresProvideanincompleteviewofbrandexperiencethatfocusesonlyoncommunicationattheexpenseofotherimportantdrivers

Bloatsurveys,compromisingresponsequalityRelyonmanualreportingthattakesweeksandoftenmonthstodeliverresultsAreexpensive

+

+

+

+

+

++

+

Deliverstransparentmetricsthatmatter,aretailoredtoyourneeds,andaresensitivetoshort-andlong-termchanges

Tracksmetricstiedtothemarketplace

KPIslookedatbyyourC-suite

Takesaholisticviewofyourbrand,lookingbeyondtheusualmarketingleversthatimpactabrand,suchascustomerexperienceUseshort,sharpsurveysforbetterrespondentexperienceandthehighestqualitydataDeliverreal-timeinsightsviaadashboardthat’saccessibleacrosstheorganizationIspredictiveoffutureperformance

Offerstheflexibilitytoaddquestionsand

makechanges

Leveragestechnologyforspeed,accuracy,andcostefficiency

SECTION3

Casestudy

12

13

Case

study

BRANDTRACKINGUNCOVERSABRANDADVANTAGE

Finder,theAustralianproductcomparisonsitethathelpspeoplemakebetterproductbuyingdecisions,engagedQualtricstohelpidentifyandunderstandthemarketingactivitydrivingmeaningfulengagementandboostingbrandawareness.Keybrandmetrics,suchasawareness,trust,andadvocacy,aremeasuredandsegmentedusingtheQualtricsplatform.

Awarethataninsightnotactionedisawastedopportunity,Findermakesextensiveuseofanalyticstoaccelerateandenhancedecision-makingaboutmarketingcampaignsinnear-realtime.

Finder’sdedicatedteammonitorstheuserexperiencedailytoensureconstantimprovements.Byprovidingautomatedreportstoabroaderteamofkeystakeholders,thecompanyusesthedataasapivotalaidinstrategicdecision-making.

14

Case

study

WithinweeksofusingtheQualtricssystemofaction,Finderachieved:

+23%liftinbrandawareness

+45%improvementinbrandsalience

+19%liftinbrandconsideration

+8pointimprovementinNetPromoterScore

Bythetimeyougettheinformationfromtraditionalbrandmeasurement,it’stoolatetodoanythingaboutit.Qualtricsgivesusreal-timeaccess,andwecanquicklyreacttochangingsituations.

SteveLockwood,HeadofInsightsandAnalytics,Finder

SECTION4

Investinyourbrand

15

16

Investinyourbrand

Brandtrackinggivesyouthepowertomakesmartdecisionsintheneartermandthinkstrategicallyforongoingsuccess.Tosupportyourbrandtrackinginitiatives,Qualtricsofferstwosolutionsthatdelivertimely,accurateinsightsthatcanmoveyourbusinessforward.

BRANDTRUSTPULSE–FREESOLUTION

TheCOVID-19BrandTrustPulsesupplementsyourcurrentunderstandingofbrandtrustbyfocusingonactionsthataremostrelevanttoconsumersatthismoment.

+Assessconsumers’trustinyourbrandduringthiscrisis.

+Useitasastandalonestudyorasacomplementtoyourexistingbrandtracker.+Gainaccesstopreconfiguredsurveysandreports.

+UnderstandrapidlyevolvingconsumersentimentbydistributingtheassessmenttoyourownpanelsorpurchasepanelsthroughQualtrics.

+Benc