Kansei and Brandphonics
08/06/2009
This post looks at the similarities and differences between Kansei Engineering (or Affective Design) and the Brandphoncs approach to new product development.
Tags: kansei, affective design, brandphonics
Brandphonics up and running
30/04/2009
A new market research service, launched today, will help manufacturers take deliberate and effective steps to build emotional bridges to consumers when branding, formulating, packaging and marketing their products. The service, developed over five years by MMR Research Worldwide, one of the UK's largest privately-owned market research companies, provides a revolutionary 360-degree view...
Tags: press release, Brandphonics
2 - measuring brands
24/04/2009
The Brandphonics® matrix provides a simple framework within which to evaluate your branded offer. We have identified that brands communicate emotional, functional and hedonic equities via inherent or engineered triggers, across the main consumer touch-points of branding, packaging and product.
Tags: matrix, emotional, functional, hedonic, best/worst scaling, equities, triggers, psychometric, Belbin, Myers Briggs, choice-based, Brandphonics
1 - how brands work
24/04/2009
How exactly does a brand change the way that consumers behave?
Well, there are clearly a number of thought processes, both conscious and sub-conscious that the consumer goes through that determine their own personal reaction. Consumers can be reasonably articulate in explaining what they perceive about products, packs, ads etc and consequently research has focussed on this element of the process as a convenient means to try and understand the likely impact on consumer behaviour.
Tags: brand, behaviour, Brandphonics