Attitudinal & behavioral convergence
Bruce HumbertTurner + Humbert, LLC; United States
Manjima KhandelwalACNielsen (Customized) Research & Development, United States
INTRODUCTION
Marketers are inundated with behavioral and attitudinal data from disparate sources, each of which provide only a partitioned profile of the brand's architecture.
Behavioral data reveals in-market performance:
What is my brand's market share?
Is it growing?
Does it have strong penetration and loyalty?
Does it operate in a growing category?
Do they love my brand?
What tangible and intangible associations do consumers have of my brand?...