The brand optimizer methodology identifies the right initiatives to help build the brand in the future. It is an efficient way of involving consumers in activity planning and concept testing. We often use this methodology to test innovations, marketing activities, and design concepts. The testing can be done as part of a larger quantitative study or as a stand-alone project.
The brand optimizer methodology is built on a conjoint-like analysis. Each person in the study is presented with different, randomized blocks that together form a complete concept. We then identify the individual elements, and the combination of elements, that best help build the brand. This methodology also lets us assess the concepts’ business potential. In this way, the brand optimizer quantifies the business potential of different strategic routes. It also helps companies prioritize between possible activities, and ensures that focus is placed on the right things.