What is the position of your brand compared to competitors when it comes to usage and attitude? What are your distinctive assets and how do you distinguish your brand from competitors? Which CEP’s does your brand have and which are the most relevant when it comes to volume? What are the growth possibilities within the domain? These are all important questions to really understand the position of your brand, the attitude towards your brand and the way your brand is used, and determine how to grow further.

In DVJ’s U&A study we answer all these questions and help your brand grow further. The study is based on known academic principles of Ehrenberg Bass and Kahneman. The results are brought to life and can be used for a further description of the consumer and determine the growth direction of your brand.

Our approach

DVJ’s U&A is holistic and consists of different implicit and explicit research techniques.

• The research is based on academic principles from Ehrenberg Bass (How Brands Grow) and Kahneman (System 1 and 2).

• We validate and explore the most important CEP’s by focusing on the 5 W’s which play a role in the usage and attitude of brands in the category.

• We study the drivers and barriers of purchase decisions in the category by using validated techniques such as our Decision Tree technique and free associations.

• We analyse different customer or buying groups to identify the biggest growth chances and determine the most important Distinctive Brand Assets of your brand.

Our deliverables

A U&A Reality study is of great strategic value and provides a large amount of qualitative and quantitative data on the 5 W’s (Who, What, When, Why and How). Our deliverables fit the needs of all stakeholders in an organisation.

• The 5 W’s are linked to the CEPs of the category and the DVJ growth matrix.

• Extensive kick-off session with a review of existing studies and integration of all sources in the delivery of the report and workshop.

• The most important results are summarised in a compact PowerPoint presentation where we show the dynamic of your brand in the category and identify the most important growth opportunities using the FUA-method.

• Access to our Insights Portal where next to all quantitative data, all stories and free associations can be analysed.

• Our Senior Consultants add value to the workshop in the interpretation and discussion with important internal and external stakeholders.

Your benefits from U&A

• Qualitative and quantitative insight into the dynamic of your brand in the market.

• In-depth questions add value in determining the CEPs where your brand can grow, and which Distinctive Brand Assets have the most impact on your brand.

• All qualitative and quantitative results are available in a portal.

• Clear presentations and workshops by our Senior Consultants to realise growth for your brand.