dunnhumby Adds Brand Attribution to BAR

Consumer data firm dunnhumby has upgraded its Behavioural Attitudinal Research (BAR) tool, to enable brands to measure themselves against their competitors based on chosen brand attributes.

BAR uses dunnhumby's massive database covering the shopping habits of millions of customers to identify groups such as those who recently bought, or stopped buying, a given product. The self-service tool then allows users to target these groups with surveys powered by Toluna.

The tool's new Brand Position report allows users to nominate up to ten attributes such as flavour, packaging, quality and product size. They can then invite customers to rate their brand, alongside competitors across each attribute, to help understand why one may be preferred over another.

Richard Clifford (pictured), dunnhumby's Research and Trends Director, comments: 'This latest addition will enable brands to rapidly respond to how they are perceived among consumers in relation to their major competitors, based on real-world insight from millions of shoppers'.

Web site: www.dunnhumby.com .