Consumer MindMap

Innovative & interactive

image measurement

Consumer MindMap (CMM):

Innovative image measurement for

successful brand management

Strong brands are among a company‘s most important assets and must there-

fore represent more than just a name or logo. A high brand awareness alone

is not suicient to conquer the head and above all the heart of consumers.

Consequently, the development and sustained management of a strong brand

image, i.e. positive brand perception from the customer‘s point of view, is of

the utmost importance. Ideally, the brand image will provide a relevant added

value beyond the product‘s actual features.

With its Consumer MindMap Interrogare has developed an innovative tool for

the detection of brand associations that allows you to see your brand „through

the eyes“ of the consumer, to reveal a holistic brand image, to generate insights

for optimising your image positioning and actively and successfully shaping your

brand‘s design.

A holistic brand image through interactive mapping:

Survey participants create the Consumer MindMap simply and playfully with the drag and drop function. By selecting subjectively matching brand associa-

tions as well as strength of association markers a mapping diagram is created, which reveals and visualises both direct and indirect brand links.

1    3

  2

Thanks to the Consumer MindMap‘s scientifically sound algorithm it is possible to merge individual assessments into aggregated

MindMaps. For this purpose we use an aggregation approach

based on Bayesian network analysis, which uses conditional

probabilities to determine the probability of:

⊲ finding a particular term on the MindMap ⊲ a link between two objects being made

⊲ a link being of a certain strength

⊲ a direct or indirect link with the brand existing

What advantages does the Consumer MindMap represent for you and your brand

Image positioning: individually, holistically and in the competitive environment

⊲ Intuitive management representation: Results are recog-

nised and understood quickly, even without any deeper

knowledge of the methods used.

⊲ Precise, high-quality results: Unlike in surveys based on

scales, the relevant image dimensions are selected by the

test subjects themselves, which creates far clearer results

undistorted by halo effects.

⊲ Complex brand contexts are captured by identifying direct and indirect associations: The central added value here is

the hierarchical arrangement of brand associations, which

cannot be portrayed with surveys that rely on scales or

selection-based questions, e.g. image differential.

⊲ Target group-specific image analysis: Segment-specific

MindMaps for relevant target groups, e.g. existing and po-

tential customers, can provide valuable insights for differen-

tiated brand management.

⊲ Brand positioning in the competitive environment / benchmarking: The integration of competitors allows us to

determine where your brand stands in relation to the com-

petition and where differentiation potentials lie. We do this

by looking into brand positioning openings.

⊲ Optimisation of brand and advertising communication: Verify whether brand and advertising messages reach your

target audience as intended or whether there is a need for

adjustment.

⊲ Discover ideas for concept and product development: Especially the indirect image links we uncover frequent-

ly deliver new or surprising insights from which ideas for

innovative concepts or product developments can then be

developed.

Consumer MindMap: What is it?

Psychological foundations of the hemisphere concept

Psychological studies have shown that different areas of the brain perform different functions. While some areas are prima-

rily responsible for rational thinking, logic, language, figures, linearity and analysis, others primarily perform tasks like spatial

awareness, imaginative thinking as well as colour, shape and

pattern recognition. All of these areas of the brain are activated

simultaneously during the creation of the Consumer MindMap.

As a result of this greater degree of stimulation and activation of

memory processes, detailed, holistic brand images are genera-

ted.

This is how it works! In an interactive, playful and fun way

In our surveys test subjects not only use traditional mind-mapping

approaches but also create a visual image of their subjective brand

perception. As you can see on the left, the drag & drop function

is used to link image dimensions directly yet simply and playfully

to the brand and to each other. This creates an image landscape.

In addition to predefined concepts participants can also add their own associations. Furthermore, for each link the strength of asso-

ciation is also indicated. The Consumer MindMap‘s implementation

in an interactive web tool makes it possible to effortlessly integrate it into online or CAPI surveys, which in turn allows for larger, more

representative interview numbers.

AGGREGATED MINDMAP - EXAMPLE OF A CHEWING GUM CONTAINING CAFFEINEThe association network detects contradictions in the image

perception: On the one hand the caffeine chewing gum is associated with stimulation, innovation and dynamic, on the

other hand with balance, protection, sympathy and sociabi-

lity.

Balance ‹ ‹ ‹ Area of conflict › › › Stimulation

direct

indirect

strong

Type of association Strength of association

middle

weak

SWEET

CAFFEINEMINT

POST-MEAL

beautiful teeth

natural

stimulating

concentrated

sympathisch

fresh breath

sociable

sugar-free

coffeedynamic

powerful

innovative

unhealthyartificial

healthy

AGGREGATION

IMAGE-AGGREGATIONBy merging individual cus-

tomers‘ assoviations you re-

ceive the aggregated brand

image of your target group

INTERROGARE is all about research

We thank you for your interest in our solutions and would be

happy to give you detailed advice on how to use our methods

to suit your requirements. You can rely on our many years of

experience and take advantage of our modern scientific methods to better understand your customers.

Do you have a speciic request, general questions or are you looking for information you could not ind?

Then please get in touch, we look forward to hearing from you!

INTERROGARE GMBH

Karl-Eilers-Straße 14-18

33602 Bielefeld

Fon +49 521 | 557 810-100

Fax +49 521 | 557 810-299

E-Mail: info@interrogare.de

Web: www.interrogare.de