This is a post on further pioneering the brand appeal measure in the 23plusone research. To date we have been measuring the degree of brand appeal through two direct (explicit) questions as illustrated on the screen-dump above. The final score of brand appeal is the average score of these two questions. Currently we create and test implicit brand appeal measures.
The explicit method has been applied successfully and has yielded a wide range of scores (high scores for brands such as Coca-Cola, Unox, Audi and low scores for brands such as Skoda, Oranjeboom and Zilveren Kruis). However, we believe that people in general have insufficient introspective skills to express the degree of appeal through such explicit questions. Also peer group pressure and socially desirable answering might play a role.
Hence we are pushing and pioneering our brand appeal measure. Celeste Miller, research trainee at the BR-ND Lab, is experimenting with implicit attitudinal testing making use of techniques and software of Project Implicit.This represents a collaborative research effort between Harvard University, the University of Virginia, and University of Washington. Thoughts and feelings are examined that exist either outside of conscious awareness or outside of conscious control. The primary goals is to provide a safe, secure, and well-designed platform to investigate psychological issues and, at the same time, provide participants with an experience that is sufficiently engaging to provide useful information.
In our Brand Lab we are now running a series of trials to investigate implicit brand appeal measures and volunteers are invited to participate in these tests. Brand Appeal for several car brands such as Volkswagen, Skoda, Audi, BMW, Mini and Fiat is being measured and first results are encouraging.
Below the links to these trials:
BMW & SKODA
VW & FIAT
MINI & FIAT500
People are kindly invited to run these tests and share results with Celeste Miller
