Imagery Slice

To assess the imagery strengths of their brand, most researchers rely upon a scale. The scales are then repeated for each competitor. By the third brand, the respondent is starting to feel a bit abused.

Moreover, no matter how many scale points the researchers use (5? 7? 10?), they often find many "ties" between brands in their imagery ratings.

Let's contrast this with the most advanced techniques of today's research. The more powerful modeling techniques of discrete choice and conjoint have demonstrated that we have better reflections of real market results by "forcing a choice" between competitors. How do we bring that kind of "choice-driven" power to our understanding of perceived brand imagery?

With CraginCube's Imagery Slice®.
Imagery Slice® avoids the design restrictions of discrete choice, but nonetheless asks the respondent to choose among brands to cite which brands provide an attribute, and then to cite the one best brand for that attribute.

We then calculate a share (the "slice") for each respondent's perception of each brand, for each measured image statement, attribute or benefit. Furthermore, we accomplish this with a question set so simple for the respondent that most can rate five relevant brands in the time that it normally takes to rate two or three competitive brands using scales (for lists of 25 or more attributes).

When we express imagery perceptions as a "slice" that each brand commands, some good things happen analytically: we minimize ties; we come closer to understanding the choice a consumer makes "when all else is equal;" we can express the "slice" graphically; and expressing our data in "shares" is comfortable for most marketing teams, who understand how to interpret "market share" very well.