The traditional way of measuring a brand with pre-coded metrics and brand image statements wasn’t delivering the insight JLR needed. HPS MM-Eye’s response was to use our Thoughtscape approach to put the consumer centre stage where they could set the agenda and define what is critical. We’re firm believers that the customer is always right.
We designed a customised Brand Measurement and Tracking study; measuring the health of their brands amongst premium cars owners around the world. The study started by focusing on five key markets and has expanded to cover more than 25, across five continents. This year the 100,000th interview was conducted.
HPS MM-Eye’s work is only half done once the results are in. Brand Health results are integrated with data from other sources to help us see the bigger picture and decide on priorities.
Driving key decisions
We work alongside JLR’s Customer Insight team producing reports, presentations and thoughtpieces and taking part in workshops and events. Our communication of the insight caters to both the detail-obsessed local marketing manager and the time-poor global senior executive.
Brand Health has become the touchstone by which JLR now takes important brand-related decisions. For Jaguar, this includes the expansion of the brand’s product portfolio with XE and F-PACE, the development and execution of the British Villains campaign and the introduction of extended warranties EliteCare in USA. Watch this space for new developments already in the pipeline.
WITH MILLIONS SPENT MANAGING A GLOBAL BRAND, IT IS ESSENTIAL THAT KEY DECISIONS ARE TAKEN ON A ROCK SOLID FOUNDATION OF INSIGHT. THIS IS PARTICULARLY TRUE IN THE PREMIUM AUTOMOTIVE SEGMENT WHERE OUR CLIENT, JAGUAR LAND ROVER, IS ALWAYS LOOKING TO GROW MARKET SHARE.
Here’s how to find us. Let us know you’re coming and we’ll pop the kettle on.GET IN TOUCH