Related terms
- Benchmarking
- Benchmarking is the evaluation of a brand’s performance by comparing it with the industry average or with selected competitors.
- Brand Health Tracking
- Brand health tracking is the regular measurement of awareness, preference, satisfaction and perception indicators to monitor how they change over time.
- Buyer Persona
- A buyer persona is a fictional profile, based on real data, that represents a target audience. It makes messaging and channel decisions more concrete.
- Consumer Insight
- A consumer insight is a finding that reveals the unspoken truth behind consumer behavior. A good insight is the bridge that turns data into a creative idea.
- Focus Group
- A focus group is a qualitative research method in which a moderator leads a small group of participants in discussion to gain an in-depth understanding of their perceptions and reactions.
- Target Audience
- A target audience is the group a communication effort is designed for, described in terms of demographics, behaviors, needs and media habits.
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