XM Knowledge Base
Brand Experience ebook
How to stay ahead of changing expectations
When consumer needs and expectations shift almost overnight, brand and insights leaders must adapt quickly. If the landscape looks completely different and historical data doesn’t apply anymore, how do you pivot your insights and your actions rapidly?
Longitudinal brand studies, such as a brand tracker, will help you successfully ride out change and adapt over time, but the secret to success is a mix of long and short term studies. Attitudes and Usage (A&U) studies can help you identify trends and reasons for change through consumer signals into what they did six months ago, what they are doing now, and what they expect to do in the future – empowering you with insights that will help you to make better marketing decisions.
In this eBook you’ll learn:
- How A&U studies differ from other brand research
- Guidance on how to set up your study and craft effective questions
- How to measure what matters most to your consumer and your brand