Media engagement is measured by more than just content recall but rather content consumption.  Do consumers just watch your show, or do they talk about it the next day, do they chat and tweet, belong to Facebook groups, download music, buy clothing? Presumably, if a media property could answer yes to some or all of these statements, it would be more valuable to marketers seeking to advertise their brands.

Harris/Decima approaches media engagement measurement through:

Consumer Connection: Emotional Connection explains the love/hate relationship that consumers have with brands; Aspirational Fit explains how well a brand reinforces self-image or lifestyle.

When applied to media properties, Emotional Connection explains why a program becomes part of consumers’ viewing schedule; Aspirational Fit explains why it becomes part of their life.  Armed with an understanding of the level of connectivity associated with specific media properties, you can speak directly to your most engaged consumers, your less engaged consumers, or even your competitor’s wavering consumers by knowing which media these prospects are actively consuming.

Seekers/Generators:  Seekers are those who take the extra step to learn more about a brand; Generators are those who are not only interested in the brand, but are active advocates.  Generators can really impact brand performance because they are significantly more likely to:

• Remember ads
• Be influenced by advertising
• Associate positive attributes with the advertised brand
• Consider purchase of the advertised product

Harris/Decima offers multi-client and client-specific approaches to measuring media engagement – all of which include our proprietary Consumer Connection approach as the core, proven metric underlying audience engagement and a validated predictor of future purchase behavior.

Harris/Decima offers a variety of “asking” and “listening” methods to understand how consumers are experiencing and connecting with your brand…whether they are “real” consumers, business targets, employees or the media.

Our performance solutions span our Centers of Excellence:  brand and ad tracking build on the values and connections that form the core of our approach to Brand and Communications; customer churn and touchpoint experience are derived from years of experience in monitoring Stakeholder Relationships; and our approach to measuring and tracking corporate reputation is again led by acknowledged leaders in Reputation Management using both multi-client and consultative, customized approaches.

And to fulfill our promise of being “ahead of what’s next”, we have developed tools to mine social media and analyze structured and unstructured date using natural language processing and reported using unique and customer-friendly tools.  When paired with traditional analyses, these new tools offer unparalleled insight into what your audience is saying and doing with regard to your brand.

Why Harris/Decima

Industry-specific expertise and best practices

• Centers of Excellence with senior consultants to propel latitude of thought and ideation
• Brand and stakeholder relationship researchers focused on specific industries to deepen insight and provide actionable knowledge

Proprietary frameworks that connects with stakeholder values and commitment

• Measurable throughout entire brand lifecycle
• Validated through years of data collection across multiple studies and industries

Industry leadership

• 10 ARF David Ogilvy awards since 2006

Commitment is the most powerful indicator of loyal behaviour and business results. A customer's commitment to a brand or company is determined by more than just satisfaction.

In order to engender (and predict) loyal customer behaviour, organizations must be able to measure and synchronize satisfaction and trust. In turn, customer commitment serves as a catalyst for loyalty and advocacy, and it is the vital measure that links behaviour to business results.

The Harris/Decima Loyalty Model is a unique, quantifiable framework that enables our clients to understand and measure the drivers of customer loyalty, including the emotional and rational aspects of customer commitment. It explores the critical role that trust plays in helping organizations build and sustain mutually beneficial customer relationships. The model also measures the various aspects of a company's performance, as well as customers' and employees' degree of trust and satisfaction, all within their competitive environment.

Corporate Reputation can be defined as the sum of all perceptions and expectations that relevant stakeholders have about a company in relation to that specific stakeholder’s own agenda.

Reputation is not necessarily informed by any actual knowledge about, communication from, or interaction with the company – and can be held, communicated, transmitted, and transferred by stakeholders who are outside the company’s control or knowledge.

Reputation Management involves monitoring and managing perceptions so as to achieve advocacy, permission, and acceptance amongst your key stakeholder groups.

The Harris/Decima Reputation Management solution identifies key areas of focus for your business to effectively manage your corporate reputation through:

• Identifying, prioritizing, and profiling reputation stakeholders
• Identifying issues of importance amongst key stakeholders
• Developing a unique set of reputation attributes and drivers specific to your organization
• Analytic modeling by stakeholder, geographic region, business line, etc.
• Competitive and peer company benchmarking
• Evaluating communication, channel, and program impact
• Delivering implications, recommendations, and strategic planning to optimize your reputation

Harris Interactive’s Market Structure solution helps you better position new and existing products by providing a map of your market in terms of which products are used by whom and in what situations.   Our analyses shed insight on such questions as:

• Which products in your category are used by individuals across a wide array of occasions and which are only used in specific situations?
• Which products are viewed as close substitutes for each other based on comparable uses?
• Are there gaps in the market that are not being met by existing products?
• How large are the opportunities associated with specific situations?

Our analysis is based on an engaging survey process in which individuals are asked about both the situations where they use a product or service and the specific products they use in these situations.  Our solution set thus gets beyond simple aggregate measures of total market size to provide a more focused opportunity assessment.

• The results are presented graphically so that you get a physical sense of the structure of the market, not just a set of data.  This makes it easier to understand and reach conclusions about key marketing issues:
• Which individuals represent the greatest short- and long-term opportunities for you?
• Which occasion and need states dominate in the market?
• What role does brand play in helping to structure the market and how do your products and those of key competitors fit?

Harris/Decima's Competitive Landscape solutions draw upon the unmatched resources of our Brand, Customer Loyalty, and Stakeholder practices to provide you with rich insight and actionable foresight on where your brand stands vis-à-vis your competitors.

If you need a quick read or have a limited budget, our multi-client products such as EquiTrend®, our comprehensive study of brands, and RQ®—our unique overview of corporate reputation—can help you gauge the most salient aspects of your markets from a consumer’s perspective. Capturing more than just positive and negative perceptions of brands, these studies help you understand the nature of consumer connections to brands, their level of commitment, and their advocacy.

When you need a more comprehensive assessment of brand performance in the marketplace, we offer an extensive suite of strategy and positioning solutions. For example:

• Social Media Monitoring lets you examine what’s being said about your brand and competitor brands so that you can keep abreast of leading edge consumer opinions before they become common viewpoint.
• VISTA (Values In Strategy Assessment) helps you identify equities associated with your brand and those of your competitors, connect them with consumer needs, and link them in a decision-making pathway that provides positioning insights.
• Strategic Cube provides a detailed and precise, attribute by attribute, identification of your brands strengths and weaknesses compared to competitors – highlighting which matter most to individuals decision-making.
• Stakeholder solutions focus on the customer relationships that companies have with individuals. You can examine the total relationship that individuals have with a company or their interactions with specific touchpoints and/or products.

Harris/Decima’s Market Assessment solutions provide a cohesive understanding of markets — both the ones you operate in now and ones you may want to enter. We help you assess the individuals who participate in your markets—their needs, wants, characteristics and behaviors. Beyond this, we help you comprehend how individuals interact with brands and products, providing a detailed description of your market’s texture and any accompanying opportunities.

Our solutions rest on four pillars, each providing insight into critical strategic marketing issues:

• The Individual: How can I target my products most effectively? What are the characteristics and needs of those who are my best potential or actual customers? What groups of consumers should I avoid marketing to?
• Competitive Landscape: What organizations participate in this market? What do the individuals who purchase and use their products and services think of them? How do their strengths and weaknesses compare to yours? Do their stakeholders advocate for them?
• Market Structure and Size: How are products and services used in this market depending on situation and occasion? Are there gaps in the market that your products or services could fill? How large is the market in total?
• Reputation Audit: What is the current reputation measure for your brand and how can it best be increased?

Why Harris/Decima

• Over 30 years of experience in Market Assessment
• Deep industry expertise coupled with unparalleled survey design and respondent measurement tools
• Proprietary, innovative techniques
• Cutting edge qualitative tools such as Advanced Strategy Lab (ASL)
• Deep quantitative analysis through Strategy Cube
• Social Media Monitoring and On-Line Communities
• Global reach in analyzing markets
   

The Harris/Decima Brand Performance practice assists clients with understanding how reputation can be used as a driving force toward desired business outcomes amongst a myriad of stakeholder groups.

Our comprehensive solutions offering includes:

• Assessment of organizational infrastructure and readiness to proactively manage reputation
• Development and execution of custom reputation measurement instruments and models — Action planning for improving or developing communication and program strategies, content, and tactics
• Consultation and training for ongoing reputation management

Why Harris/Decima

• Cutting edge expertise in all areas of brand and company management
• Brand and Communications, Reputation Management, and Stakeholder Relations
• Single-minded focus on understanding and strengthening bonds
• With all brand stakeholders: Consumers, customers, influencers, C-Suite, employees, the financial community
• Industry and subject-matter defining point of view on Reputation Measurement and Management with hands-on, pragmatic consulting capability
• 30 years of experience defining and improving reputation measurement
• With proprietary analytic and modeling tools
• Global reach, approach, and framework
   

Today’s product developer faces an increasingly challenging marketplace. Limited internal resources and budgets, an increasing need to move rapidly to market, brand names whose equity is stretched to the breaking point, and demanding buyers all make the risks and payoffs from new product development larger and even more uncertain than in the past.

Harris/Decima provides you with a flexible suite of traditional and innovative New Product Development solutions designed to help you meet the unique challenges of today’s marketplace regardless of your industry.

We assist you in answering such questions as:

• What new products or services would buyers like to see? What ideas are being discussed by bloggers and other Internet participants?
• Which of your new ideas for products are most engaging and interesting to buyers and thus should move forward for future development?
• How large is the market for your new product(s)? Does it consist primarily of people who like your brand already?
• Which features must your product have? Which elements can make it a truly unique and appealing offer?
• How should you package your product so as to maximize shelf appeal? What is the best pricing strategy to follow? Are you offering the best possible line of products or should you add or delete some?

We work with you to take into account the impact that corporate and brand positioning may have on how your innovations are perceived by buyers, how the needs and requirements of buyers may affect their reactions to your products, and how prior experiences and satisfaction of buyers may affect their reaction to your new offerings.

Why Harris/Decima

• Over 50 years of New Product Development experience with global reach
• Integration of qualitative and quantitative approaches across multiple industries and markets, drawing on both in-house resources as well as partnerships
• Incorporation of New Product Development work with Brand and Stakeholder research through our common Consumer Connection framework
• State-of-the-art market estimation and simulation techniques
   

Leading brands understand that the secret to sustainability is optimizing relationships with the people that have a “stake” in their success. Customers, employees, partners and suppliers are the key stakeholders whose relationships are the single-greatest asset of any organization.

Stakeholder Relationship Consulting at Harris/Decima will help you measure, manage and take action based on insights we gather from relationship assessment programs. From the strategic, macro-view of overall customer relationships to the tactical, micro-view of specific customer transactions, our integrated suite of flexible, proven solutions empowers you to elevate and enhance the strength and actionability of your research.

Our solution set is comprised of five interconnected pillars:

• Relationship Assessment: Gain a strategic evaluation of relationships in total
• Touchpoint Experience: Ensure your processes deliver against top criteria
• Customer Churn & Winback: Prevent defection and selectively re-engage customers
• Employee Engagement: Maintain active, involved relationships with employees
• Reputation Management: Identify key areas to focus on in managing corporate reputation

Why Harris/Decima

• Scalable and connected solutions
• Breadth and depth of expertise that spans the entire consultative value chain
• Thought leadership and fresh perspectives
• Relevant insight to cover the entire spectrum of your relationship management needs
• Expanded research consulting
• Establish and learn from linkages to other data streams – particularly business and financial metrics