MEASUREMENT AND MANAGEMENT OF PERCEPTIONS
What do we do?
Map YOUR customer journey experience. We measure, manage and monitor perceptions and have done so successfully since 1982.
What is perception?
The process by which people translate sensory impressions into a coherent and unified view of the world around them. Though necessarily based on incomplete and unverified (or unreliable) information, perception is equated with reality for most practical purposes and guides human behaviour in general. (BusinessDictionary.com).
Whose perception do you want to manage?
Your Key Communication Groups (KCGs)
- Your own employees
- Agents, distributors, dealers
- Wholesalers, retail stores, buyers
- Direct supply customers shoppers
- Consumers, end-users
- Influencers, prescribers, media
Perceptions about what?
We are able to collate data in a way that enables us to get the right answers, not just any answer. This ensures that you are able to use the research for actionable insights.
Our products include
- Monitoring the performance of all media advertising agencies
- Telephonic interviews
- Strategy workshops
- Change management
- Desk research
- Personal branding and business coaching
People translate sensory impressions into a coherent and unified view of the world around them. This is perception.
They then act on this perception or we can say that people behave according to their perceptions. Managing behaviour implies sending messages that will hold or change perceptions and then behaviour.
But whose perceptions and what messages? These are questions we can answer for you.
You then need to devise a strategy that will rectify the perception deficiencies. We are able to take the guess work out of devising that strategy. Strategy is a plan to influence people to behave in a certain way, e.g. to buy, stock or use your brand. You therefore have to say the right things in your target market or audience to achieve the response/s you require.
But what is the message and how should you convey this message to the target audience?
True perception measurement provides your strategy for success – in product launches, perception shifts, sales management, and staff motivation. We are able to show you what you need to do so that you are able to eliminate the guesswork.
What do we do with these perceptions?
We are then able to measure them in a unique manner by changing them into one of five quantifiable factors. This means that we take the qualitative feeling or perception and make it quantifiable so that you can action where necessary.
We then assist you to manage the quantifiable perceptions from where you are in the organisation, whether you are the CEO, in management, marketing, advertising, sales, HR, PR, Production or Admin.
We do this by helping you to develop a strategy to cost effectively address the perception deficiencies and therefore the behaviour.
Our unique methodology has the additional benefits of cost, turn-around time, simplicity and accuracy. Experienced management, who have great understanding of the process are involved and available to you during the process. Methodology is very important in the quantification of needs, desired standards and perceptions.
If you don’t do it the right way, you will not get the right answer. You will get an answer, but not the right one! Methodology is open-ended questions quant the qual through an unprompted process measuring the unsatisfied priorities in order of importance to the respondent. So that nothing is missed and in order of what is important to a KCG.
We do not prejudge what is important.
You cannot manage anything unless you can measure it. We are able to change the feeling or perception into five measurable factors. We will identify and quantify the five key factors of management for you as required.
- Needs/wants and/or decision criteria of the “customer” (KCG) (internal or external).
- Desired standards of performance, or points of satisfaction of the “customer”.
- Their levels of awareness of brands, people, products, policies, etc.
- Their perceptions of your performance in comparison with their points of satisfaction competitors Industry Norms
- Their perception deficiencies
Marketing is about managing perceptions
- Product – it is the perceptions around the product that count – you build the brand or destroy it through communication.
- Price – it is the perceptions of value that matter – price can build or destroy perceived values.
- Place – this really means perceptions of availability.
- Promotion – a form of communication that builds, or denigrates, perceptions of brands.