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.