Measuring The Unmeasurable

The Qualitative/Quantitative Conundrum

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THE CHALLENGE

Lovemarks The future beyond brands

Love and Respect Loyalty beyond reason Owned by the consumer

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THE CHALLENGE

Commodification Differentiation Competition Consumer Indifference

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WHY LOVEMARKS?

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Products to trademarks Trademarks to brands Brands to Lovemarks

WHY LOVEMARKS?

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The Emotional Brain

WHY LOVEMARKS?

“The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.”

Donald Calne, Neurologist

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WHY LOVEMARKS?

People feel about brands the way they feel about people

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LOVEMARKS

Genuine emotional connections with consumers

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LOVEMARKS

Respect and Love

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LOVEMARKS

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LOVEMARKS

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Respect

Trust Performance Reputation

LOVEMARKS

Beyond Respect

Mystery Sensuality Intimacy

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LOVEMARKS

Mystery

Great stories Past, present and future Taps into dreams Myths and icons Inspiration

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LOVEMARKS

Sensuality

Sound Sight Smell Touch Taste

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LOVEMARKS

Intimacy

Commitment Empathy Passion

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LOVEMARKS

Valid Emotional Metrics

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LOVEMARK RESEARCH

Unique and proprietary

In-depth sensitivity with quantitative rigour

Based upon extensive research over last 18 months

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LOVEMARKING

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Rational

Emotional

Social

Cultural

LOVEMARKING

Quantitative

Usage in the category Demographics Brand awareness Frequency of use Future buying intentions

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METHODOLOGY

Qualitative

Image and word associations

Projective techniques - collages, guided dreams, story-telling, archetypes

Image and word data banks

Cultural responsiveness

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METHODOLOGY

Typical sample size: 300 interviews

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METHODOLOGY

Computer Interface

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METHODOLOGY

Lovemarks Research Validation

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INTERNATIONALVALIDATION

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LifeHoney Bunch of Oats

Cheerios

Wheaties

Special KTotal

2.5

2.7

2.9

3.1

3.3

3.5

3.7

3.9

4.1

4.3

4.5

2.4 2.9 3.4 3.9 4.4

Love

Resp

ect

Cereals

INTERNATIONALVALIDATION

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Cars

Love

Resp

ect

NissanChevrolet

Toyota

Volkswagen

Honda

Hyundai2.4

2.6

2.8

3

3.2

3.4

3.6

3.8

4

4.2

1.8 2.3 2.8 3.3 3.8 4.3

INTERNATIONALVALIDATION

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New Yorker Subscribers

Love

Resp

ect

1.5

2

2.5

3

3.5

4

4.5

5

1.5 2.5 3.5 4.5

INTERNATIONALVALIDATION

Love

Mystery Sensuality Intimacy

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INTERNATIONALVALIDATION

Respect

Trust Reputation Performance

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INTERNATIONALVALIDATION

Consumers are far more likely to purchase their Lovemark in the future

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Cereals -

Future Intentions

Respect

Brands p=0.53

Lovemarks

p=0.88

Products p=0.26

Fads

p=0.66

Love

Cars - Future Intentions

Respect Brands p=0.39

Lovemarks

p=0.72

Products

p=0.17

Fads

p=0.66

Love

INTERNATIONALVALIDATION

Consumers use their Lovemarks more often (days per year)

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Brands26

Lovemarks119

Products5

Fads41

INTERNATIONALVALIDATION

Volume increases in each quadrant - cereals

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Respect

Brands

Increases future purchasing intent

by 66%

Multiplies usage frequency c.5 times

Lovemarks

Products

Increases future purchasing intent by 238%

Multiplies usage frequency c.23 times

Fads

Increases future purchasing by 33%

Multiplies usage frequency c.3 times

Love

INTERNATIONALVALIDATION

Volume increases in each quadrant - cars

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INTERNATIONALVALIDATION

Respect

Brands Nearly doubles buying intent

Lovemarks

Products Multiplies buying intent fourfold

Fads Increases buying

intent by a tenth

Love

The New Yorker Project

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CASE STUDY

The New Yorker’s Emotional Halo

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CASE STUDY

In-depth Lovemarks Study

Benchmark against 3-4 competitors Value of being a Lovemark Lovemarker diagnostic Segmentation insights Integrated qualitative/quantitative Vivid insights Practical conclusions

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THE OFFER

Timing

2 weeks – questionnaire 2 weeks – fieldwork 3 weeks – analysis

5-7 weeks, actionable results

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THE OFFER

$US40,000 or £24,000 for Lovemarking Study of 300 sample

Travel costs not included

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THE OFFER

Versatile

Emotivation Idea Testing

Designed to nurture breakthrough ideas

Heartbeat Relationship Monitoring

An emotion based brand tracking system

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LOVEMARK RESEARCH

Lovemark Hothousing

Three day workshop Senior level clients Agency teams

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NEXT PHASE OPTION

Explores Lovemark potential Develops high quality ideas

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LOVEMARK HOTHOUSING

Emotional and intuitive Experiential and interactive

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LOVEMARK HOTHOUSING

Cost $US60,000 or £34,000

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LOVEMARK HOTHOUSING

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