Hot Topics
The Power of Brand Charisma: A Beer Case Study
September 2008- Through our research, we have developed a Charismetric Index
TM that measures Brand Charisma and diagnoses what can be done to improve brands’ relationships with consumers. We recently fielded a study to collect a wide array of data from consumers about the beer category and then used multivariate analytic tools such as factor analysis, Pearson correlation and regression analysis to measure the components of Brand Charisma.
We chose the beer category because the category’s brands are well-known and imbued with distinct, strong personalities that drive differentiation more than specific product attributes and features. Additionally, we were able to access sales data for the leading domestic and imported brands to validate the relationship between perceived charisma and market share.
Download the report here or
read more about Brand Charisma and download our white paper.
Past Topics
Don't Let Bad Research Spoil a Good Community
July 2008- There have been an overwhelming number of recent articles from industry pundits about the value of online communities, their proper use, and the types of insights that can provide to your business. We agree that when used correctly, online communities are an excellent source of directional insights. But when you apply outdated research techniques to these communities you can not only damage the value of the community, you can damage your brand promise.
Read how you can avoid these pitfalls here.
Word of Mouth Key to Success Across Verticals
May 2008 - In the past few years there has been a change in perception regarding word of mouth from a “nice to have” to becoming critical to a company’s success.
The continued deterioration of corporate trust combined with the explosion of online discussions and reviews, as well as a general recognition of what was already going on in the market has driven progressive companies to put significant time and expense into driving positive word of mouth for their brands and products.
Through our work with leading brands we have seen the impact that positive and negative word and mouth can have on business success and recently conducted an interactive research session with 285 participants (via our Engage Live + Open methodology) to explore the issue further at a broad level and specifically within the restaurant, consumer packaged goods, travel and hospitality, and media verticals.
This 13 page summary includes statistics and verbatim responses explaining the social dynamics of decision making, trusted information sources, negative word of mouth, the most impacted categories and brands, and WOM’s impact on behaviors for each category.
A few key findings:
- 74% of participants said that they consult friends and family when searching out a new activity or product
- 86% of recommendations still take place face to face (by phone is 2nd at 9%)
- 70% of participants who received a restaurant recommendation try it.
If you would like more information on specific verticals or subgroups,
email us for access to the interactive session dashboard and/or our automated reports and transcripts.
Click here to download the report.
Mothers Still Concerned About Marketers, But Take Responsibility
March 2008 - Invoke Solutions used their Engage Live and Open methodologies to conduct a 60-minute interactive research session with over 200 mothers of children under 18.
The goal was to get a quantitative and qualitative read on how they feel about marketing to children, what is appropriate, and where the responsibility in protecting their children lies.
We covered five main areas:
general perceptions, brands and product categories, media exposure, shopping with children, and whose responsibility it is to protect children.
Click to read more and download the summary
Consumers Say Green is Nice, Taste is Better
February 2008 - Invoke Solutions, with help from their partners Added-Value Research and Greenfield Online, conducted an interactive qual/quant research session with over 250 adults about “ethical marketing,” green consumption, and its actual impact on buying behaviors with a focus on juice.
This 60-minute session is part of Invoke’s monthly Invoke Live research program.
Click to read more and download the summary
