Coca-Cola and Arla are among the companies to have trialled a new brand position tool from customer science company Dunnhumby, which allows brand to measure themselves agains their competitors based on specific attributes.
The new addition to Dunnhumby’s Behavioural Attitudinal Research (BAR) market research product allows users to nominate up to ten attributes – including flavour, packaging, quality and taste – inviting customers to rate their brand alongside competitor brands across each attribute, giving directional insight into why one brand might be preferred to another.
The tool draws on information about the shopping habits of millions of consumers to allow brands to identify consumer groups – such as those who recently bought or stopped buying a given product – and target further insight gathering efforts towards them in a bid to capitalise on the data.
Dunnhumby claims that Coca-Cola and Arla are two of the highest profile companies to have “seen benefits for brand tracking” with the new tool.
The company’s research and trends director, Richard Clifford, said: “This latest addition to Dunnhumby BAR will enable brands to rapidly respond to how they are perceived among consumers in relation to their major competitors, based on real-world insight from millions of shoppers. The deep understanding of consumer needs and motivations Dunnhumby BAR provides can be invaluable for brands.”
Arla shopper marketing manager Liz Cowsill said: “Following a new product launch, we used Dunnhumby BAR to gain a deeper understanding of barriers and triggers to purchase, looking specifically at the difference of opinion between customers who purchased and those who didn’t. It’s not only proven an effective way to gauge how well our products are delivering against shopper needs, but has revealed our key priorities and played a vital role in our future planning.”
And Coca-Cola senior manager commercial execution Kate Freeman added: “The ability to tailor our own targeted surveys around brand attributes would mean that we can start to bring a more flexible lens to our brand tracking and continue to use Dunnhumby BAR to test specific hypotheses. The flexibility of being able to select bespoke answer options provides us with greater opportunities to continue to probe into what our customers really want from our brands.”
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