& Deploy Strategies
to Brands Grow
purchase behaviour at emerging markets will sustain the future
of how brands grow in the global consumer industry.
In 2008 we
started our journey in the world of brands purchase behaviour.
Intentionally we started with an application of the
evidence-based approach based on the work of Professor Andrew
Ehrenberg and Professor Gerald Goodhardt, as a frame of
reference to design and implement methodologies to understand
buying behaviour at household level and to process information
collected at field looking for law-like reoccurring patterns,
not one-off events. Currently our work on brand innovation has
the same frame of reference complemented with recent advances
from the field of behaviour neurobiology.
Consumer Purchase Behaviour
developed a novel approach to understand consumer's benefit
perceptions and actions at real market scenarios, and the way
consumers generate brand value. We conduct purchase
experiments in the real market to reveal what the branded
product really means to consumers, and how all positively
influence future consumer purchase behaviour.
served: cooking oils, margarines, laundry products, baby
diapers, sunscreens, dish washing products, household cleaning
and personal care.
approach joints several areas of expertise about consumer
actions and perceptions:
Purchase Tracking. Quantitative approach to
track purchases at household level, visiting and
collecting real evidences in a weekly base during three
Data processing, analysis and interpretation,
with proprietary software, looking for fundamental
patterns at purchase attributes like: brand penetration,
purchase frequency, full loyalty, light and heavy brand
and category shoppers, brand repertories and
Household and Point of Sale Experimentation.
Design and implementation of consumer experiences with
brands, products, messages at actual household
scenarios. Special attention has been done to purchase
experiences at home level and/or at point of sale level,
letting consumers vote with their money.
Ethnography. Qualitative approach to consumer
understanding about the complex way of consumer's
benefit perceptions and value generations.
Specific and customised qualitative studies based
on in-depth participation of consumer experiences at
critical moments when benefits are build in consumer
mind. The information obtained is characterised by a
high degree of reliability, quality and accuracy, and it
deals with aspects with no coverage in conventional
market studies. The studies are done using the company's
own methodology of comprehensive visits made by highly -
trained staff members.
Consumer Insights. Procedures to gain deep
insights from consumers, based on storytelling,
metaphors and sensory images, in order to create and
develop creative strategic insights about consumers to
support value proposals and brand communication.
Analytics and Buying Behaviour Numerical Models.
Data mining of national quantitative data as well as
application of machine learning procedures to understand
Application of the NBD-Dirichlet Model of
brand choice and purchase incidence. A well-established
theoretical statistical model that has shown to predict
and explain observed patterns of purchasing behaviour in
a wide range of market situations.