Juan Tello, our Senior VP Americas and Advanced Modeling expert, shared how we do Brand Driver Analysis and what insights you can expect from it.

He also explained how we can help you get a deeper understanding of how consumers perceive the market you are in, by building a multivariate network model based on your tracking data to:

  • Identify what the category drivers are, and how these interact
  • Quantify which brands own a certain factor in the market
  • Uncover whitespace opportunities by revealing factors that are not owned by any brand yet
  • Understand differences in brand drivers and ownerships in specific customer segments