Altering the Perspective A prompt behavioral response to a marketing campaign is always reassuring – especially if it contributes directly to the bottom line. In addition to sales objectives, however, most marketing programs incorporate longer-term objectives that center on attitudinal changes – such as a shift in brand image or positioning, or the enhancement of positive associations with the brand. To track shifts in these areas, you need to go beyond the sale reports to understand how the consumer is internalizing your message.
Social Media With the explosion of social media, there is an unprecedented wave of opinion and commentary available to sample and consider. We can help you sift through the flow to focus on the insightful comments that can move your program forward. We have several approaches that can be scaled to fit your needs, such as establishing a proprietary online panel of influencers and target consumers to monitor their reactions as a program unfolds.