Marketing Services
BRAND PREFERENCE RESEARCH
Since 1980, Thomas-Lund Brand Preference Research has helped marketers measure brand recognition and build preference for their products within the Brazilian Market. Respondents are asked to mention, in order of preference, three brands for each product category indicated in the questionnaire. They are also asked to state whether or not their companies purchase products in this category. The research is accomplished through unaided recall, (i.e. the respondents answer survey questions from memory, they are not prompted with a list of brand names.) In the 2006-2007 research 6,094 readers responded in 405 product categories. Contract advertisers receive a year-by-year comparison, enabling them to directly measure growth or decline of their brand recognition in comparison with that of their competitors as a result of advertising in NEI - Brazil.
RESULTS EVALUATION STUDY
One of the most traditional and efficient surveys produced for NEI advertisers has been the annual “Did-You-Buy” Study, conducted since 1981, with buyers and specifiers who inquired using Reader Service cards.
“Results Evaluation Study”, which is an evolution of “Did-You-Buy” Study, has the objective to show NEI Brazil’s efficiency in generating sales opportunities.
The annual “Results Evaluation” Study is conducted based on international techniques and designed to present the volume of sales opportunities generated by NEI Brazil and their potential to be converted in actual sales.