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Product Feature
EquiTrend®
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Understanding the power behind today’s leading brands
Your brand is one of the most important assets you have. But how successful is your brand in capturing consumer attention? Even more importantly, is it successful in leveraging the equity it’s built over time into an ongoing, fully-engaged relationship? EquiTrend® can give you the answers.
To actively manage your brand, it is important to have a benchmark of how it is perceived. EquiTrend® is an annual research tool that provides you with a measure of your brand’s health that can be compared to that of your competitors, as well as to all 850 brands that we measure.
In these uncertain times, it is more important than ever to keep a pulse on the power of your brand. When custom research budgets are being cut, EquiTrend® is a cost effective way for you to measure and gauge changes in your brand strength today and into the future.
Virtual Shelf
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The True to Life Online Shopping Experience
Today’s retail sector is rapidly changing. New channels and technologies are creating new customer expectations and experiences. Harris/Decima Virtual Shelf provides you with the keen insights necessary to use packaging, point- of-sale displays, and merchandising to create uniquely cohesive marketing plans.
Uniquely Canadian
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All too often U.S. marketing strategies are assumed to be fully transferrable to Canadian markets. Consequently, your results can be suboptimal. Now more than ever, your investments must be on target and show solid returns to the bottom line.
What it comes down to is this – Canadians are unique. We have distinct priorities, expectations, concerns, and values. Our economic and political environment is different, and of course, the competitive dynamics across our geographically and culturally diverse land are uniquely Canadian. As a result, our consumer choices and behaviours can be very different from our US counterparts.
Strategic Pricing Communications Research
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Eliminating misconceptions behind price changes
Over the past year, challenges in the world food supply have seen huge spikes in the costs of key ingredients such as corn, wheat, dairy, etc. Early 2008 has seen, ”an all-time high [for wheat prices] of US$18.53 a bushel, — corn climbed to $5.37 a bushel — more than double the average price before 2007.”1 Many factors are leading financial analysts to forecast, “agricultural commodities prices will remain high for months, if not years to come.”
Promotional Optimization
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Driving in-store traffic through flyer promotions
More shoppers in your store mean more opportunities to convert store traffic into sales. Promotions can be an effective way to both attract new customers and bring in existing customers more often. With today’s economy, promotions are more prevalent than ever before. Understanding how to put together an optimal promotional mix using your weekly flyer will put you one step ahead of your competition.
The Harris/Decima Promotional Optimization Program (HD-POP) will inform you on how best to use your store flyer as a vehicle to drive traffic and sales. The HD-POP uses primary research to optimize the promotional mix offered in your flyer.
Menu Optimization
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Maximizing restaurant sales while streamlining operations — a high value combo
The menu is the cornerstone of any successful restaurant. Be it casual dining or quick service, customers visit an establishment in hopes of a good meal. Tied directly into the restaurant’s brand image, the menu advertises the experience a guest will have. Creating the right menu, therefore, is one of the most important tasks a restaurant will undertake. The juggling act of designing a menu that concurrently pleases customers and respects the restaurant’s bottom line is where our Menu Optimization approach delivers the most value.
The Harris/Decima Menu Optimization will allow you to create a menu that satisfies the greatest number of customers while streamlining your operational costs. We believe this is the highest value combination we can serve up to our clients.
MediaAmpSM
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Two Powerful Tools. One Succinct Data Source.
Harris/Decima has housed two of our flagship surveys – Multi-Screen Engagement and EquiTrend® – into one comprehensive audience targeting-tool that overlays brand engagement data with media fit measures.
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Multi-Screen Engagement (MSE)
Measures media consumption and key program engagement metrics to report on traditional and online TV viewership, audience quality, and entertainment fit.
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EquiTrend®
Quantifies and compares a brand’s power based on four key measures: Equity, Connection, Commitment, and Energy.
The merging of these two data-rich studies captures a wealth of knowledge beyond just who is viewing a program – to report on how engaging they find each program – where they discuss the program – and which products, brands, and services appeal to them.
Using MediaAmpSM Data to Target YOUR Audience
This new solution combines data on television programming with the same level of information about brand preferences and loyalty to target key audiences. This approach can be used to speak directly to your most engaged audience, your less engaged consumers, or even your competitor’s wavering base by knowing precisely which programs those consumers will be watching.
Integrating MSE measures with EquiTrend® data thereby drives increased sales and a higher ROI for buyers and sellers of advertising by connecting program viewership with brand equity – and by connecting advertisers with the program advocators who are likely to be more receptive to their message.
Telephone Omnibus: teleVox
Canada’s most convenient omnibus reaching 1000 Canadians every week for as little as $750
The Harris/Decima teleVox is one of the industry’s leading telephone omnibus services. With its national scope and weekly schedule, it is an ideal vehicle for numerous research possibilities, whether it is a one-time short questionnaire or a longer tracking study.
The Harris/Decima teleVox uses a cost- sharing approach to enable several clients to use the same survey vehicle. We offer accurate customized results, insightful and friendly service, and a timely and affordable approach to omnibus research. We ensure that our service is tailored to fit your individual needs — not the other way around. Quality and reliability are never sacri- ficed, regardless of your budget.
Weekly Surveying Capture the opinions of 1000 Canadians every week (Larger sample size available and are priced accordingly). Questions can be run for multiple weeks to increase sample.
The Harris/Decima teleVox Difference:
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Online Omnibus: eVox
Harris/Decima already has one of the industry’s leading telephone omnibus services, and we are excited to offer our clients the same quality service in our online omnibus.
The Harris/Decima Online Omnibus uses a cost-sharing approach to enable several clients to use the same survey vehicle to sample 1000 Canadians across the country.
Each week we will survey 1000 Canadians from our online panel, one of the country’s largest, most robust proprietary online panels. The Harris/ Decima omnibus team is well equipped and happy to help you design the questions to ensure they provide you with the information you need. We offer accurate customized results, insightful and friendly service, and a timely and affordable approach to online omnibus research
The Harris/Decima Difference:
- Weekly surveying — Capture the opinions of 1000 online Canadians
- Pricing starts at $750 per question (minimum 5 question)
- Fast Turn-around Time — Get your results 6 business days after the start of field
- Free Statistical Checking on all tables
- Free Survey Design Consultation
- Optional Executive Summary priced individually
- Highest Standards of Methodology follows MRIA code of conduct and meets or exceeds standards
Harris Poll National Quorum
Introducing the new and improved Harris Poll National Quorum reaching 1000 Americans for as little as $750 USD!
The Harris Poll National Quorum is a cost-effective and timely tool that uses a cost sharing approach to enable several clients to use the same survey vehicle. Each week we conduct telephone interviews with a nationally representative sample of 1,000 adult Americans at least 18 years old. You can add one question or a dozen (or more) and pay only for the custom questions you add. Our clients use these results to track communications efforts, generate media headlines and attention, and assist in public policy decisions, among other uses.