• Stratzie

With the influx of brands kick-starting daily along with all the existing brands striving to remain relevant in their respective industry, marketing has never been more competitive than ever today.

The digital and technological world has advanced, so has the tools and methodologies of research, delving deeper into the consumers’ sub-conscious level. Stratzie has developed an innovative brand tracking measure, utilising #neuromarketing methods on top of traditional methods of research.


To clarify exactly what Stratzie DBE Index is, why it is needed and how it benefits brands in the market, our Master Storyteller Siti Wajihah has developed a concise Q&A. It's all about adding 'E' or 'Emotional' quotient to brand measurement.


Q: So, what exactly is #StratzieDBEIndex?

Waji:That’s a good question to begin with. It is a single measure that tracks consumers’ emotional impact on the brand. It stands for Stratzie Digital Brand Engagement Index. This measure is a combination of #neuromarketing (e.g. #facialcoding, #EEG, #fMRIetc.) and traditional survey KPIs.



Q: Why now the talk of consumers’ emotional connection with brands?

Waji:This is the digital and social age. And content is the key driver in customer communications. In that respect, how do you measure the depth of #customerliking With the advent of #neuromarketingmethods, there’s a big opportunity for the brands to measure the depth of customer emotion.

Q: How is it effective for different client brands?

Waji:The innovation is that you don’t need a large sample size to conduct brand measurement studies. Yet, the samples are sufficient enough for extrapolation of findings that in turn can be representative of the population at large. And this is due to the advancements in machine learning and #artificialintelligence algorithms.


Q: What kind of outputs can brand marketers expect?

Waji:Firstly, there’s a single measurement for brands as per category, country, region etc. It takes into account the data from #neuroscience and traditional surveys. In addition, there are biometric outputs like heatmaps, correlation maps etc.


Q: Who can participate in this tracking study?

Waji: Any brand, big or small, can participate in this study.


Q: Pricing-wise, what is the cost in order for a brand to participate in this study?

Waji: The study is customised for each participating brand and therefore the costs vary. Please send inquiries to info@stratzie.com and we will respond swiftly.

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Neuromarketing techniques have been used since last two decade, however recently it has caught the attention of marketers – because it pin points the precise reasons of customer thoughts and action.

#Neuromarketing methods like #eyetracking when used in combination with traditional research methods have provided marketers wit rich insights. However, brand tracking methods over the years have remained practically the same – every month or quarter respondents are probed about brand awareness and other factors at a conscious level. The answers on most occasions are on predictable lines. Measuring true brand engagement was always a tricky affair. #Neuromarketing has changed all that. It is able to measure the level of emotional arousal of brand elements with ease in relation to competitive brand set.


In one study neuromarketing methods like #EEG were used to evaluate customer satisfaction with a beauty treatment. Researchers found that customer satisfaction correlated with six emotional states of mind when evaluating facial beauty and brand messages. This brings us to the question: should we disregard conscious answers to brand awareness questions?


The correct answer is brand marketers should view conscious ansers in the context of sub-conscious answers. The other interesting aspect of use of neuromarketing techniques in brand tracking is the use of small sample size that accurately represents the population base. This has been made possible due to the advancecements in #machinelearning techniques. Hence, neuromarketing enables extraction of accurate consumer response that in turn results in better prediction of consumer engagement with the brand.


In this digital age where social media and content is kiing, developing appropriate brand strategy becomes a complex affair. Strategy frameworks will have to frame consumer behaviour issues and will have to accomodate for measurement of consumers’ emotional attachment with brands. It’s here neuromarketing becomes very useful for bradn marketers. Let's study an application of neuromarketing when using Keller's Brand Equity Model. The model has 4 levels, one of which is brand response i.e. what do i think or feel about you? Instead of relying upon stated answers provided by research participants brand marketers can rely on #biometricdata like fixation duration, fixation count, time to first fixation etc to assess the depth of customer affinity.


Stratzie Consulting has developed innovative ways of extracting insights from neuromarketing data and developing smart strategies. Don't hesitate to contact us if you need assistance in resolving marketing issues.

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