Sadek Unveils Brand Measurement Tool

London-based brand consultancy TransgressiveX has launched a proprietary tool called The Brand eXchange Power Survey, which analyses implicit (as opposed to rational) consumer response, to understand the impact of a brand at each point in consumer journeys.

The tool was developed by consumer psychologist Nadim Sadek (pictured), who previously served as Research International's Worldwide Commercial and Strategy Director, was Global Leader of Millward Brown Qualitative Network, and co-founded Sadek Wynberg Research.

His new system, which is based on scientific and psychological analysis of consumer response, has been developed to capture a brand's powers of 'seduction and persuasion', through System 1 - the mode of thinking via which consumers make most of their decisions: quickly, intuitively and emotionally. TransgressiveX then applies its own algorithm to implicit responses, in order to optimise propositional 'pull' and activation 'push', and generates a single-number score for a brand's competitive power. This is then broken down to show competitive strength, weakness and opportunity across the entire consumer journey.

Sadek, who serves as TransgressiveX CEO, comments: 'The traditional quant survey, predicated on 'the conversion funnel' is just not fit for purpose any longer. Through this launch, we are now able to access true drivers of brand-consumer relationships, measure them in ways proven to be far more heartfelt, and analyse them so that brand management can actually use insight to guide and optimise marketing investments'.

Web site: www.transgressivex.com .