Evaluate
We measure brand image where it forms, in the spontaneous associations that actually drive affinity and purchase intent.
What people think about a brand, they rarely say outright. We measure what they truly feel, before they put it into words.
Starting Point
When you ask people whether a brand is modern or trustworthy, they rationalise their answers. Spontaneous emotional associations stay invisible. Conventional rating scales don’t differentiate enough.
Method
We use implicit image measurement via reaction time: respondents decide as quickly as possible whether a concept fits the brand. The faster the reaction, the stronger the unconscious association. Complemented by mapping techniques.
Analysis
We determine your current positioning and identify which image dimensions are truly purchase-relevant, using Shapley Value driver analyses that clearly distinguish between important and irrelevant brand assets.
Reporting
Our interactive dashboards show brand image over time, across target groups, and against competitors, with dynamic filters and direct export in the client’s CI.
What this creates
A more valid picture of brand perception beyond rationalisation
Clear positioning levers for communication and brand management
Competitive comparisons that genuinely differentiate
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