Our client wanted to explore which metrics were key to driving commercial success.
By assessing which metrics they performed well, and less well in, we contextualised these results within the wider eating-out market to see whether it was a brand or market issue.
This then let us establish performance amongst competitors and identify areas for the client to focus on.
We had two inputs, sales figures shared by the client which we aligned with our BrandVue data to create a brand equity model which let us establish which metrics had the strongest correlation with sales.
This let the client identify which BrandVue metrics to focus on and use as internal KPIs for growth.
We then conducted a drivers analysis around image and occasion associations for four metrics – Positive Buzz, Brand Advantage, Brand Love and Favourite.
The client were underperforming in Brand Advantage which became the focus.
Future strategy: Research was used to inform marcomms going forward and led to other pieces of research being commissioned to dig deeper into chosen issues.
Priority areas: We identified growth opportunities, but above all our research highlighted the importance of public perception in marketing terms.
Tools to implement: It highlighted the competitive eating-out market and the importance of tailored strategy for the client, enabling them to have these discussions with stakeholders internally to implement what they learnt in new growth strategies.
