We do not champion ‘black box’ solutions to research problems. Rather, we select the appropriate tools for the job. That said, there are some tools we have evolved or selected that we find particularly useful.

ZMET – Visionary Thinking

An insight generation technique that allows consumers to surface deeper thoughts and feelings and then explore connections between them to identify mental models.

Specifically, ZMET gives access to the emotional and metaphoric areas of the topic, as well as the rational and literal aspects. The process and the results are image-based, making for high involvement among both respondents and clients.

Corporate Identity Matrix©

A methodological toolbox developed by BDRC to establish strong and weak image and identity elements among client and competitor companies. The Corporate Identity Matrix is used extensively in brand repositioning and corporate identity development work. It provides a rich source of both qualitative and quantitative data.

Brand Mapping

A technique used to establish brand peer groups and areas of perceptual similarity and difference between brands. This is a particularly effective tool for brand positioning and brand development research.

Brand Health Model 

This model has been developed by BDRC to measure the overall ‘health’ or equity of a brand within its competitive environment and to identify the drivers of strong brand health. The model is used in major global brand tracking programmes co-ordinated by BDRC.

Trade Off/SIMALTO

Whilst we would never wish to be prescriptive about which is most appropriate, and indeed are users of conjoint approaches, we are advocates of the use of SIMALTO based trade off techniques. These offer enormous flexibility and we have engineered several refinements to the basic concept, the subject of published papers.