Measuring butterflies

Brand Appeal is about the attraction one feels for ... a brand. Almost like the butterflies in your stomach when in love! But how best to measure such feelings? BR-ND's Lab currently explores implicit attitudinal measures. Below you find links to discover your love for various car brands.

To date we have been measuring the degree of brand appeal through two direct questions as illustrated on the image on the bottom of this post. The brand appeal score is made up from the average score of these two questions. This approach has been validated extensively and it seems to work pretty well. This so called 'explicit' method has yielded a wide range of scores (high scores for brands such as Coca-Cola, Unox, Audi and low scores for brands such as Skoda, Oranjeboom and Zilveren Kruis). However, we believe that people in general lack introspective skills to express the degree of appeal through such explicit questions. Also peer group pressure and socially desirable answering might be at stake.

As we continue to push and pioneer our brand appeal measures, Celeste Miller, research intern at the BR-ND Lab, is leading a project to experiment with implicit attitudinal testing and makes use of the learnings of  Project Implicit. This is a collaborative research effort between Harvard University, the University of Virginia, and University of Washington. Thoughts and feelings are examined that exist either outside of conscious awareness or outside of conscious control. The primary goals is to provide a safe, secure, and well-designed platform to investigate psychological issues and, at the same time, provide participants with an experience that is sufficiently engaging to provide useful information.

We are now running a series of trials to investigate implicit brand appeal measures and volunteers are invited to participate in these tests. Brand Appeal for several car brands such as Volkswagen, Skoda, Audi, BMW, Mini and Fiat is being measured and first results are encouraging.

Below the links to these trials: 1. BMW & SKODA (trials discontinued) 2. VW & FIAT (trials discontinued) 3. MINI & FIAT500 (trials discontinued)

You are are kindly invited to run these tests and share your results, observations and ideas with us.

Alexander KoeneBR-ND