NeedScope - TNS Canada

Do you feel the love?TNS NeedScope

The NeedScope System is divided into six modules which can be combined or undertaken separately. Thisovercomes the problem of different outputs from different phases of research by providing a consistent frameworkfor strategic analysis and planning, and effective local branding strategies, while maintaining internationalconsistency.EXTROVERTED• Modeller – Builds a needs MODEL tounderstand market behaviourand brand choice• Segmenter – SEGMENTS consumer needs toidentify profitable targets• Positioner – Optimizes brand POSITIONINGand portfolio management• Developer – Identifies and DEVELOPS newproduct/brand opportunities• Tester – TESTS propositions, products,packaging, advertising and brandconcepts• Monitor – MONITORS marketing progressAFFILIATIONReceptivityPassivityAffiliationPleasureHarmonyUnionComfortProtectionPeaceActivityDriveAggressionStructureOrderControlINTROVERTEDAssertivenessDominanceIndividualityNeedScope dynamics – The system employs a powerful framework,based on analytical psychology, around which universal consumerneeds are mapped.INDIVIDUALITYNeedScope gives you the competitive edge by:• Revealing not only the functional and social needsbut the deeper emotive needs which are the truedrivers of brand choice, and showing you how yourbrands are satisfying these• Pinpointing where your brand sits in the marketcompared to those of your major competitors soyou can develop a strategy to capitalize on itsstrengths and minimize its weaknesses• Identifying consistencies as well as differencesacross countries and cultures allowing you to carryout the most effective local branding strategieswhile maintaining international consistency• Creating a framework for your market and brand sosubsequent studies can “talk to each other,”providing a consistent currency for ongoingstrategic planningWho should use the NeedScope SystemAnyone involved in local or international marketingwho wants a more powerful understanding ofconsumer needs to drive better brand relationships.AFFINITYAFFINITYRELAXATIONCOMFORTSTIMULATIONEnergizedReal hitOut with friendsGood timesEarly morningHappyC StrongFriends aroundFull flavouredConfidentAromatic Full bodiedAOrdinaryDarkSophisticatedMellowFitting inLight BDinner partyHome by self At workDiscerningD BitterOn top of itMildSoftQuiet & relaxedRELAXATIONHappyFriends aroundFull flavouredAromaticOrdinary Brand AMellowFitting inMildCOMFORTLightCONTROLNeedScope of your market – Each model is customized to fit yourproduct category. Here, a needs model of the marketplace for coffee givesan overall picture of that market’s unique dynamics and brand positions.STIMULATIONCONTROLINDIVIDUALITYINDIVIDUALITYBrand footprint – A footprint of Brand A, for example, is overlaid withearlier analysis to check how well the brand fulfills the needs of the “Affinity”segment. There is a strong fit (pink attributes) but for a better fit, thebrand should de-emphasize the Light and Mild values (green) and adoptthe Full flavored and Aromatic values (red).

Do you feel theLOVE?TNS NeedScopeFor more information contact your TNS Canadian Facts account representative or:Toronto Office:Montreal Office:Paul Pacheco Michael Ennamorato Philip Cadieuxpaul.pacheco@tns-global.com michael.ennamorato@tns-global.com philip.cadieux@tns-global.com1.800.268.7115 or 416.924.5751 514.935.7666www.tnsglobal.com05-08