Harris Interactive

Tracking philosophy
Harris Interactive Marketing Communications Research Practice has developed a communications tracking methodology that generates actionable information-permitting improvements in marketing decisions that impact the overall health and consumption of a company’s brand.


Unique point of view
It is necessary to have an interrelated research system designed to measure the consumer bond throughout the communications lifecycle, with each phase predictive of the next, and ultimately of in-market behaviour.


Connections-based research
The purpose of all marketing communications is to strengthen the bond between the brand and the consumer. Understanding the strength of that bond, how it changes, what drives it, and how this bond can result in increased utilisation, are the primary objectives of communications tracking research.

With this in mind, Harris Interactive has developed a proprietary system of Connections-based Research Solutions. This modular portfolio of offerings is designed to measure and strengthen the bond between brands and customers on multiple levels, continuously, across the communications lifecycle.


Measuring the brand-to-customer connection:
Brand-to-customer connection is measured across multiple dimensions, including:

• behavioural (from the only brand used through not used)
• consideration (the only brand considered through not considered)
• emotional (feelings about the brand)
• aspirational fit (measures congruence between brand image and consumers’ image of themselves).

• Awareness and salience*
• Familiarity*
• Brand imagery*
• Loyalty*
• Ad recall and recognition as part of the marketing mix (all media)*
• Consumer connection*
• Advertising awareness (by media)*
• Message takeout*
• Social network characteristics*

Media	Track	Specialise
TV
Press
Radio
Cinema
Posters
Direct mail
Internet
Sponsorship
PR