Implicit Market Mapping revealed some valuable core strengths but also significant weaknesses in consumer perception of the client brand. In particular the brand was seen as functional but unexciting – consumers had a purely ‘transactional’ relationship with it and emotional connection was almost entirely lacking.
The work further revealed the ‘preference critical’ shopping occasions which most drove emotional connection and brand choice in the market – these were occasions where our client was present but not preferred.
Using these insights we were able to work with our client to develop a number of propositions designed to deliver preference vs all competitors for the preference-critical shopping occasions, and these were tested using Implicit techniques.
Results were strongly positive, shifting purchase intention significantly.
We then worked with client teams to develop a series of commercial initiatives to step-change consumer perception of the client for the key preference-critical occasions.