A New Model for Assessing Brand Health
Using Pre-Purchase Metrics to Gain Insight in a Rapidly Changing Market
Don DeVeauxAllison-Fisher International LLC, United States
Pat FarrellGlobal Consumer Insights, Ford of Europe, United Kingdom
Colette McLoughlinAllison-Fisher International LLC, United Kingdom
INTRODUCTION
The most common metrics for understanding market performance and gauging movement in consumer preference start by looking rearward at what has occurred. Indeed, monthly and even daily sales are of great interest as marketers seek to assess the relative performance of a model or brand against the competition. Examining sales trends over time to look for shifts...