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 Interactive Reputation Management solution identifies key areas of focus for your business to effectively manage your corporate reputation through:
The total relationship you have with your customers is beyond the aggregation of all experiences they have with you. Periodic, high-level relationship evaluation is critical to keep you well-informed in making data-driven decisions to improve performance. These research evaluations should include the relevant business domains within which your organization has the appetite and ability to drive change. Additionally, only those parts of your organization with the willingness and potential for change should be measured as part of holistic relationship performance research.
Harris/Decima Relationship Assessment tests your own hypotheses regarding organizational strengths and weaknesses to deliver clear, precise learning. We help you answer critical business questions like:
Linkage to business performance metrics and action planning workshops are two proprietary ways in which Harris/Decima will help your organization bring the findings of your relationship assessment programs to life. We apply your results to findings from profitability analyses, performance consistency evaluations, and root cause analyses to deliver holistic and diagnostic brand insight.
Relationship strategies and stakeholder needs-based solutions are critical factors in creating brand differentiation and a strong competitive advantage. One key stakeholder group that needs to be addressed in these assessments is your employees.
Harris/Decima Employee Engagement research identifies employee attitudes and actions that are in agreement with the overall company mission statement and objectives, as well as those that are not. Additionally, our programs measure the degree of perceived “fit” employees feel with your organization’s culture and structural hierarchy.
Our research scientists deliver beyond the guidance produced by data to directly suggest and apply corporate intervention strategies and process changes. We set up workshops with your employees to develop strategies for making them more active consumers of your brand identity. The end result is a more precise alignment between your company goals and the perceptions and behaviors employees exude in accordance with that mission.
Customer defection directly impacts the need for new customer acquisition based on one simple reality: It is more time- and cost-effective to manage existing relationships than it is to create new ones.
The ability to pinpoint which customers are at risk for defection is extremely powerful, but it is only the first step. Once identified, it is imperative to know what to do to prevent their defection – by determining the cause of their discontent and what corrective actions will repair the relationship.
Harris/Decima Customer Churn and Winback analysis provides you with answers to such critical business questions as:
Our Customer Churn and Winback research will identify at-risk customers that represent significant profit potential to your organization, while pinpointing specific pain points amongst both your general and at-risk base. These strategic insights will allow you to re-focus your business priorities on correcting areas of discontent amongst your consumers to manage the longevity of their relationship with your organization and make the best use of your limited resources
Dynamic markets, shifting customer needs and competitive pressures have all dramatically increased the need to optimally deliver at each and every touchpoint in order to remain top of mind amongst consumers.
Attaining a competitive advantage within specific interactions with your customers is done in one of two ways:
Harris/Decima Touchpoint Experience research provides a clear indication of what your customers want and need from your organization, specific to any particular interaction, and will help you map your service delivery processes to optimize performance.
By revealing the trade-off between different interaction components, you will see what your customers expect and how to meet or exceed those expectations. We will ensure that the questions being asked are the ones that will directly lead to your business improvement:
Packaging, which is often your ultimate touch point with consumers, is an increasingly important and strategic way to manage your brand portfolio.
Harris/Decima offers a comprehensive suite of solutions to help you meet this challenge by:
Our collection of solutions blend leading edge online virtual shelf tools and in-store and central location methodologies with quantitative and qualitative research techniques – providing the critical point-in-time insights necessary to ensure that your packaging delivers in market.
Whether part of a larger investigation of market potential or as a stand-alone issue, Harris/Decima can guide you in determining the optimal price for a product. We utilize methodologies such as choice-based conjoint analyses and simulate the effects of various prices on the share of choice achieved by a given product, while also including more traditional monadic price testing experiments and tools such as the Van Westendorp Price Sensitivity Meter.
Does your organization meet the individual needs of consumers by offering numerous varieties of your products? Are you struggling to determine which varieties to keep, add or delete? When you face these challenges, the Harris/Decima Line Optimization Test (LOT) can help you predict the effects of various alternatives in a product line on the net consumer reach within the target group. LOT provides the size and composition of the optimum product line and the effects of line extensions on the entire product range.
Harris/Decima's Concept Screening solutions help you to quickly and cost-effectively test a large number of new product ideas and identify which few concepts are worthy of further evaluation and development. We answer such questions as:
Our concept research experts work seamlessly with researchers who specialize in your industry to provide high level consultation and rigorous quality control in getting correct answers quickly. Once research is completed, we evaluate results in two ways:
We also provide individual concept scorecards, which reveal the strengths and weaknesses of each new product idea and can often times guide next-stage concept refinement research.
The world of communications has changed dramatically over the past decade: Multi-media campaigns are now the norm, digital marketing has advanced rapidly, and the power of word-of-mouth and social media has become unparalleled.
These changes bring new challenges to managing your communications programs and diagnosing the influence of touchpoints on your target audience. Harris Interactive’s Touchpoint Modelling solutions can help you answer such critical questions as:
Our proprietary modelling precisely measures the effect on brand attitudes resulting from in-market consumer experience with one or more brand touchpoints. The resultant data is therefore able to:
Our modelling approach involves weighting respondent data to account for any existing affinity with your brand so that we are able to detect how well exposure to your marketing has strengthened brand engagement.