100720 BN Brochure v01.indd - McKinsey Solutions - McKinsey ...
100720 BN Brochure v01.indd - McKinsey Solutions - McKinsey ...
100720 BN Brochure v01.indd - McKinsey Solutions - McKinsey ...
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What Brand Navigator delivers<br />
Improving the performance of a brand requires a deep<br />
understanding of its most important image attributes and benefi ts.<br />
Brand Navigator identifi es current bottlenecks in the brand’s<br />
purchase funnel, lists important brand drivers for these bottlenecks,<br />
and shows the association of each driver with all relevant brands.<br />
Brand Navigator delivers tools to address typical challenges brand managers<br />
face when analyzing consumer insights :<br />
<br />
<br />
<br />
<br />
<br />
Overfl ow of consumer data; no single data source<br />
Long lead times between research and analytical results<br />
Lack of fl exibility in how analyses are “cut” by region, category, or consumer segment<br />
Risk of mistakes in statistical analysis, unclear view of sample sizes, and insuffi cient<br />
robustness of analyses<br />
Deriving brand drivers’ importance from statements of what is important, rather than<br />
from actual customer behavior<br />
WHAT BRAND NAVIGATOR PROVIDES<br />
Proven Methodology<br />
Track how your brands perform by using the interactive platform to run real-time analyses<br />
across geographies, products, and customer segments.<br />
Greater Productivity<br />
Streamline repetitive tasks by using the automated web interface to upload market<br />
research data, run customized analyses, and produce graphical outputs that can easily<br />
be incorporated into reports to facilitate decision making.<br />
Sustainable Improvements<br />
Build in-house capabilities and embed best-practice approaches to measure, manage,<br />
and upgrade brand performance.<br />
http://solutions.mckinsey.com/brandnavigator