Conquest Debuts Charismatix 'Brand Love' Measure

UK agency Conquest is launching a 'brand love' measurement tool called Charismatix, which combines avatar-led online technology with cognitive science and enhanced implicit testing to understand what links customers to brands, advertising and products.

Part of Conquest's Implicix suite of tools, Charismatix has been developed to measure consumers' innermost driving forces. The system uses Conquest's word association methodology to obviate the need for explicit questions, while avatar-led animations present the respondent with a series of online visual metaphors to engage with - allowing attitudes to be expressed intuitively without the need for words or numbers. Findings are then merged to uncover hidden and overlooked associations.

According to MD David Penn (pictured), the system bridges the gap between the story a consumer tells themself and the reality of how they see brands, by measuring 'Self Brand Overlap' - the cognitive distance between a consumer's self and a brand. Penn comments: 'Brands have long sought to identify (overlap) with their customers but lacked the research tools to help them. This latest breakthrough from the Implicix Development Lab shows them exactly how to do it'.

Web site: www.conquestuk.com .

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