the TNS approach to understanding and tracking brand equity.

MarketWhys uses a new framework consisting of the Mind Power on the consumer side, and the Market Power, in order to provide a comprehensive and historical understanding of the different factors that influence and drive behaviour and attitudes behind brand health.

MarketWhys is powered by a sophisticated software platform that enables secondary, accumulated information to be integrated into the database, such as GRPs/ media spend, sales / share data, pricing / promotional data, distribution data , environmental Indicators, economic Indicators. Key measures from other research studies can also be entered, to allow for a meta analysis as demonstrated in the right chart.

Thus, the relationship between marketing stimulus and the corresponding consumer responses can be clearly understood.