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Channel audience fit

In a channel audience fit study we evaluate the channels used by either the general population or a sample representative of your target group. The flow of the study typically consists of 4 phases:

• Assessing unaided and aided awareness of the brand within the overall category;

• Overall usage and familiarity of relevant channels such as print, shop, pack, tv and online;

• Typical mix of channels from learning and orientation over purchase to maintenance and aftersales;

• Recollection and evaluation of specific brand-related communications.

The output includes both hard demographics and soft factors to precisely define your target segments on their preferred channel mix.