Brand & Communication Research
To support our clients, we developed a holistic Brand Reality Framework based on insights from our Brand Growth Platform. It incorporates key scientific models, including Category Entry Points from the Ehrenberg-Bass Institute, Daniel Kahneman’s Systems 1 and 2, "Moment of Truth" frameworks, and Jenni Romaniuk’s work on distinctive brand assets. This is further enhanced by insights from interviews with over 100 CMOs from leading brands.
Four Pillars of Brand Strength
We have identified 4 pillars of brand strength. It is not a rigid model that only follows one direction but takes the different dynamics that brands face into account. Furthermore, the Brand Reality Framework can be tailored to the needs of each brand by:
1) Allowing room for differences between categories
2) Linking results and insights to broader market dynamics
3) Linking it to different data sources including sales.
The differentiating factor of this framework is not what we measure, but how we measure it. Here we see most room for improvement compared to other frameworks.
Tailored Research Approaches for Brand Growth
To help brands grow and continuously monitor their progress, we’ve developed a range of research approaches tailored to different business objectives:
Our implementation method, Mass Qual, blends storytelling and free associations with behavioural insights and category usage data. By conducting this research with large, representative samples, we ensure results are not only statistically robust but can also be directly tied to market volumes.
Driving Brand Growth Through Communication
Communication is an important growth driver and therefore directly linked to our brand growth approach. Communication with consumers and customers takes many forms—advertising, packaging, in-store strategies, and more. At DVJ, we believe research should directly support decisions at pivotal "go/no-go" moments, ensuring alignment with your communication objectives and process. Our Communication Reality Approach is designed to meet this need, with a focus on actionable insights and measurable outcomes:
1
Each phase of the communication process requires tailored research stimuli. That is why we have developed solutions for every stage. We employ a combination of methods and techniques best suited to the specific phase, avoiding a one-size-fits-all approach. The core is the same for each stage, but new and innovative techniques are developed based upon the development stage of the stimulus.
2
Capturing and sustaining consumer attention has become one of the most significant challenges for advertisers. DVJ has developed innovative direct and registration techniques to measure attention authentically, ensuring communication is engaging and impactful. We do not believe in the principle of Forced Exposure and have developed a new approach where AI is fully integrated to understand attention and cognitive demand.
3
Evaluation looks at functional and emotional responses. We have developed a series of tools bases upon implicit, explicit and projective techniques that understands all dimensions of response. We have created a full framework of responses that is based upon the latest academic insights on how people process advertising. It takes into account the challenges of each channel.
Quantitative KPIs are integrated into each phase, enabling clear "go/no-go" decisions. Supplemental tools further identify areas for optimisation, refining strategies to maximize effectiveness. We collaborate closely with advertisers and agencies to pinpoint necessary adjustments and improvements.
By providing better research solutions, we deliver greater value for your investment. DVJ studies offer high predictive value, translating into real-world impact and measurable improvements in the market.
