Brandphonics process

MMR has used Bullseye widely over the past few years as part of its Brandphonics process. Whilst it is undoubtedly less discriminatory than 2-way BWS, with thoughtful application it is sufficiently discriminatory for many purposes and is highly compatible with the requirement for speed. We often combine Bullseye and BWS within a single study, where the former is used for conceptual profiling of brands and the latter for conceptual profiling of unbranded products where the conceptual content is less accessible. These data are then used to obtain a derived index of fit-to-brand. Various applications of Bullseye are presented in Case Studies 2 and 3. 

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See also in sourсe #XX -- [ ]

See also in sourсe #XX -- [ ]

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