Daily Research News Online

The global MR industry's daily paper since 2000

BrainJuicer Launches System 1 Brand Tracking Tool

November 11 2015

UK-based BrainJuicer has introduced a new methodology which taps into consumers' likelihood to select brands while on auto-pilot, in order to understand the current strength of a brand and predict whether it is likely to be growing or declining a year from now.

John KearonThe new 'BrainJuicer Brand Tracking' is based - like much of the agency's work - on 'System-1' thinking, a phrase used by psychologist and Nobel Laureate Daniel Kahneman to describe the way consumers make most of their decisions: quickly, intuitively and emotionally.

According to BrainJuicer, the probability of a brand being chosen can be measured on just three factors: fame, feeling and fluency. Fame describes how readily a brand comes to mind in the category, reflecting current brand share; feeling shows how strongly people feel about a brand and predicts future brand share; and fluency defines how easily people recognise a brand, which reflects the price it can charge. Brands are categorised using these terms, to provide a one-to-five star rating of their current strength.

Company founder John Kearon (pictured) explains: 'Profitable brand growth comes from a long-term, creative commitment to building fame, feeling and fluency and should be measured as such. Our new System-1 tracking approach provides a much clearer and incisive picture of a brand's performance, as well as predicting the future brand performance of all the brands in any category'.

Web site: www.brainjuicer.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

Select a region below...
View all recent news
for UK
UK
USA
View all recent news
for USA
View all recent news
for Asia
Asia
Australia
View all recent news
for Australia

REGISTER FOR NEWS EMAILS

To receive (free) news headlines by email, please register online