Brand Imagery Brand Imagery

ImageMax
ImageMax
A new better way to measure ©
ABnew
r a&nbetter
d I way
m atogmeasure
ery
Brand Imagery
831.454.8927
w w w. m a c r o i n c . c o m
MACRO Consulting, Inc.
Brand ImageryMeasurement
Current
Approach
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New Approach
Case Study
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current
approach
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O v e r a l l , simple rating scales
are not sensitive enough
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Flat Responses Across Statements
Flat Responses Across Brands
Scale Usage Bias
Brand Halo
Ratings Scales
Resulting data are typically
non-discriminating and
highly correlated.
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ImageMax
a
new
©
&
better way
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Brand-Anchored Max/Diff
Brand-anchored Max/Diff removes brand halo,
scale-usage bias and is more discriminating than rating scales.
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Brand-Anchored Max/Diff
with Dual Response
Dual Response Max/Diff allows for a zero point in Max/Diff utilities,
making comparisons across studies (and brands) feasible.
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Animated Modified
Brand-Anchored Max/Diff
Animated Modified Brand-Anchored Max/Diff
holds the respondent’s attention longer than
traditional Max/Diff and clarifies the questions.
Click Here to view the video
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Summing it up ,
Animated + Modified
+ Brand-Anchored Ma x / D i f f
+
Scaling
Positive and
Negative Direct Binary Response
+
ImageMax
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CASE STUDY
testing
ImageMax
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ImageMax
©
Summary of Findings
O v e r a l l , ImageMax© is superior to ratings scales:
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Better inter-item discrimination
Better predictive validity
Elimination of both brand halo and scale usage bias
Fewer unacceptable respondents
A complete description and validation of this new technique was presented by MACRO’s
President, Paul Richard McCullough, at the 2013 Sawtooth Software conference held in
Newport Beach, CA. The complete paper is available upon request.
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Rating Scales
8.50
8.00
7.50
7.00
Brand#1
6.50
NewBrand
6.00
ImageMax
Brand#2
5.50
©
shows greater
inter-item discrimination
than rating scales and
no brand halo.
5.00
ImageMax
©
2.50
2.00
1.50
1.00
Brand#1
NewBrand
0.50
Brand#2
0.00
-0.50
-1.00
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Move away from bland,
flat-lined Imagery measures.
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ImageMax
©
is a better
more sensitive
Brand Imagery
measure!
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Leverage ImageMax
©
Add value to your Brand Imagery research
by illustrating a more detailed story of the
components, key drivers and changes to
Brand Imagery.
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ImageMax
©
A new & better way to measure
Brand Imagery
MACRO Consulting, Inc. is an independent
marketing research and advanced analytics firm
with over 25 years of experience serving some
of the most trusted brands name worldwide.
If you are thinking about conducting Brand
Imagery Research , give us a call. We will
quickly provide you with more information,
proposals and cost estimates.
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MACRO Consulting, Inc.
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ImageMax
©
A new & better way to measure
Brand Imagery
MACRO Consulting, Inc.
PAUL RICHARD MCCULLOUGH
President
101 Cooper Street, Suite 215
Santa Cruz, CA 95060
www.macroinc.com
Email: [email protected]
Tel: 831-454-8927
Mobile: 650-823-3042
Fax: 831-480-8419
MACRO Consulting, Inc.