A leading retailer of electrical goods wanted to understand how their brand was positioned in the White Goods category and how it compared with 3 leading competitors. The agency running the project wanted to include and embed Truthsayers’ Implicit Reacton Time (IRT) tests into the overall project to understand the consumers’ emotional associations when considering the purchase of White Goods.
After discussions with the client company and the agency, Truthsayers suggested a two phase approach. Phase 1 tested a list of 50 attributes that had been identified as potential drivers for consumers when purchasing White Goods. The output from this resulted in a list of 26 attributes that showed the strongest association with the purchasing decision in this category.
In Phase 2, the client brand and the 3 competitors were each tested against this focused list using sample who were familiar with each brand. The profile of each brand was mapped against the category profile, as well as being mapped against each other.
The results from the implicit project have given the client a better understanding of the key emotional purchase drivers in the White Goods category and provided a benchmark of the brand’s position. It has also provided clarity on the brand’s strengths and weaknesses against its competitors and the areas where it needs to improve to increase market share.
The information has been used to shape marketing strategy and the implicit benchmark has now been incorporated into the client’s regular tracker and used in a longitudinal study to measure the effectiveness of a major TV property sponsorship.