BRAND PSYCHOLOGY

Brand psychology. Consumer psychology.
Psychological market research by K&A.

We use qualitative market research methods in order to also be able to gain a psychological understanding of people in their everyday life and in terms of their interaction with brands.

In addition to classic methods such as focus groups and in-depth interviews we have almost 30 years of experience with K&A Psychodrama®. Especially for "forgotten categories" and brands that have reached dead ends the psychodrama approach helps them correct course in terms of marketing strategy and sustainable market success.

Overview of psychological market research methods at K&A
  • The Psychodrama approach as an instrument for psychological insights.

    The qualitative market research is mainly characterised by focus groups and in-depth interviews. In addition to these two standard methods, there are also other tools, such as psychodrama. The method originates from psychotherapy and was developed by Moreno in the last century. Using specific therapeutic approaches solutions to changes in behaviour can be determined in the case of difficult group processes.

    In market research the method was first adapted by K&A BrandResearch in the 1980s exclusively to diagnose marketing issues. The open, interactive approach using numerous projectile analysis tools and the comparatively intense discussion of the subjects (4-8 hours) resulted in numerous insights into the human-brand interaction and with respect to brand diversification and innovation. Using the core discipline of the role play in small work groups the unconscious and the preconscious of the subjects are made available to experience and made visible to customers.

    K&A BrandResearch has a long-standing cross-sector expertise with the method thanks to more than 1600 groups (with approx. 10-12 participants per psychodrama) and more than 450 brands.

    Other tools that are based on the psychodrama approach
    • K&A child psychodrama
    • K&A HCP psychodrama (with healthcare subjects such as doctors or pharmacists)
    • K&A psychodrama workshop
    • K&A advertising media psychodrama
    • CaféCreativ® PDF 318KB
    Want to learn more? Get to know Michael and his marketing problem.
  • K&A creative group discussions
  • Classic focus groups
  • In-depth interviews
  • Dyads/triads
  • K&A Shopper Safari
  • PsychoBLOX® (online-groups)
  • Concept Lab
  • CaféCreativ®

    In CaféCreativ® we use selected components of the K&A Psychodrama® to facilitate direct cooperation between our clients and target groups and experts.

    The moderation of the active psychodrama director, exclusive to K&A, promotes interactive, creative processes and therefore intensifies the effect of conventional Concept Labs. Lead users inspire marketing, brand management and product development to break with old patterns of thinking and provide valuable impetus for the (further) development of services, products and concepts.

    The intensive preparation by experts and small group settings for the local implementation and follow-up by K&A maximise the effectiveness and efficiency of the method.

  • K&A Brand workstation
  • K&A BrainResponse

    How do people react "objectively" to stimuli? The EEG method provides interesting insights into the reaction and processing processes of the brain. We therefore obtain important information about the valence (attraction or aversion) of an advertising action and, in particular, whether this memory process can be triggered. What use is advertising which cannot be remembered?

    The method offers advertising advantages when it comes to evaluating alternative creative ideas and executions and is reasonably inexpensive. Likewise, scenes in commercials can be identified whch have a particularly positive or even aversive effect.

    In our experience, this neural research is a very interesting way of posing these questions, but cannot be a substitute for all other relevant questions of brand management. For a deeper understanding of the communication effect we offer more apprpriate methods such as eMOT® and K&A Psychodrama®.

  • Ethnographic Market Research, Customer Diary
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BRAND POSITIONING

Measuring brand experience. Understanding brand perception.
Positioning brands with consumers.

As well as psychological insights, market and brand strategies also require a quantitatively verifiable foundation. Since the foundation of K&A BrandResearch in 1984 the use of intelligent methods of measurement in quantitative market research has been a key part of our corporate philosophy.

Statistically valid results describe the current brand experience and attitudes to buying motivations and prices, and thus define a corridor for brand positioning in the competitive environment.

The existing brand image, which we determine using the K&A BrandKey®, is therefore a current description of the perceived brand strength from a consumer perspective.

Overview of quantitative market and consumer analysis methods at K&A
  • K&A BrandExperience Analysis

    In the digital age brand perception takes place in many unconscious, volatile and numerous touchpoints. In order to be able to evaluate a currently perceived brand status (K&A BrandKey®) technically in terms of a brand, the activating power of the contact points of the emitted brand signals and messages as well as the intended brand personality in the competitive environment must be detected precisely. By means of numerous multivariate analysis methods K&A BrandResearch delivers not only quantitatively verifiable results, but also comprehensibly prepared findings from the analysis.

    Significant areas of application of a K&A BrandExperience
    • Current and optimised touchpoint management according to target groups and contact points
    • Brand status in the competitive environment
    • Unmet needs and needs gap according to category and brand
    • Use contexts, events, benefits
    • Tracking of the brand experience (repeated measurement with efficiency analysis for the use of funds through marketing)
  • Image and Brand Status Analysis
  • K&A Need-GAP-Positioning Analysis
  • K&A BrandExperience-Tracking
  • Usage & Attitude Analysis (U&A)
  • Purchase Decision Analysis
  • Conjoint Analysis
  • Market Segmentation
  • Quantitative Shopper Research
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BRAND COMMUNICATION

Brand communication. Brand-human interaction. Optimised target group approach.

Everything about a brand communicates, regardless of whether it is TV advertising, packaging design, sponsorships, viral activities or price communication. We examine the communicative power of individual contact points for their effectiveness for the brand conversion. So it’s less about "good" advertising, which we like, but in order to be effective in the market the behaviour changes positively.

Using our nationally and internationally proven tools, we can accurately predict the effectiveness of selected elements of the marketing mix.

Overview of methods of effectiveness analysis and marketing mix
  • eMOT® Test Approach for Marketing Concepts

    A funny, beautiful and unusual form of advertising may but need not be effective and successful. The interpretation of communication measures by the viewer is critical for his subsequent market behaviour. The specially developed eMOT® approach follows the idea of psychological attention focusing according to Kerlinger (1978) in the advertising media analysis (eMOT: emotional Marketing Mix Optimization Test).

    The method uses the current product or brand perception as a "perception benchmark" and does not follow the standard approach of many quantitative analyses of only testing "advertising against advertising" (so-called AIDA models). The end result is clear statements on the prognosis for success of the means of communication, the emotional resonance and salience, as well as the image transfer. Benchmarks here support the validity but are not the only measure of the future brand design.

    In addition, the eMOT® approach can be used flexibly in terms of different marketing mix issues and formats (commercials, packaging, internet, rack, animatics, concept, claims, etc.) and can be combined with additional tools (Usage & Attitude, BrandExperience, Instrumental Market Research such as EEG-Analysis or Eye-Tracking).

  • eMOT® Pack Test
  • Concept Test
  • Price Test (K&A Value)
  • Resonance Analysis / Testimonial Fit (K&A Resonator®)