Modelling perceptual metrics
We use Structural Equation Modelling (SEM) to understand the latent (unobserved) indicators behind key perceptual metrics. By understanding the interlinking relationships between brand metrics, we can gauge the key levers required to increase scores for perceptions of interest.
Above is an example of how we have understood the direct and indirect relationships between value and brand I love. The interlinking between intrinsic and extrinsic factors, brand personality and occasion helped our client to devise communications and content that worked on these salient relationships to drive a higher score for Brand I Love.
- Understand the relative strength of key drivers to brand perceptions.
- Formulate communications messages and strategy that works to trigger the latent drivers of brand perception and performance.