Harris Interactive has launch two new products, hi brands Express and ad post-test Express, which it says deliver 'faster, more cost-effective brand and communications insights' for FMCG, financial services, technology, media and entertainment sectors.
The firm now part of ITWP, alongside Toluna. Its hi brands 'brand sustainability framework' offers clients a brand 'health check' which complements brand equity assessment with measures of future relevance and brand vitality, including excitement and engagement. The service features competitive benchmarking and actionable recommendations. UK MD Susan Vidler (pictured) says of the latest addition: 'We developed hi brands in conjunction with Aston Business School, who delivered academic rigour and validation. The model was adapted and subsequently tested for commercial application across multiple industry sectors. The use of hi brands Express results in an approach that provides quicker and more cost-effective quality insights for the benefit of our clients'.
Ad post-test Express, which can be used in conjunction with hi brands Express or as a standalone module, measures the effectiveness of an ad or campaign either during or after its run. It includes measurement of relevance and cut through to gauge the success of brand and product linkages, emotional engagement and calls to action. Debbie Senior, VP of Product Automation at ITWP says the two new products 'provide more relevant measurement of brand sustainability, reflecting how consumers and brands interact and capturing the impact of challenger brands in fragmented markets'.
The firm's Express suite of solutions also includes rapid results service Harris 24, and the NPD Express suite. The latter was enhanced earlier this year with the addition of Price Express, which helps with development of costing strategies for products and services.
Web site: www.harris-interactive.co.uk .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.