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Identifying the key influencers for your FMCG brand

How do you understand your brand’s performance in terms of consumer awareness, association and equity? Brand tracking plays an essential part in measuring the strength and engagement with your brand and is fundamental to the creation of a strategy to influence consumers and track performance over time.

Understanding the core audience of influencers in the FMCG sector who are engaged with your brand is a vital part of this process. We’ve identified a group of consumers who are vital to disseminating brand messaging and are highly engaged; connecting through multiple touchpoints, making them key brand advocates.

We’ve labelled these consumers Connectors and specifically Taste Setters for the FMCG sector. They are identified through a series of attitudinal statements and in a recent study of 24,000 interviews we identified 4,981 FMCG Taste Setters. Conducting research with these Taste Setters will enable you to understand what they say and how they interact with your brand, helping you to map out how to engage with and influence them.

Check out our infographic to find out how FMCG Taste Setters are:

  • Key brand advocates connecting though multiple touchpoints.
  • Highly engaged with social media.
  • Lovers of new technology.
  • Consider themselves risk takers and workaholics.
  • Highly engaged with advertising and brands.

Earlier this year we launched our new and innovative approach to brand tracking – BrandBox. It’s been designed to help marketers understand brand equity, by evaluating the competitive context, emotional relationship, and the role of Connectors/Taste Setters to determine a brands’ position.

To learn more about BrandBox and the role of Taste Setters please contact Claudia Strauss, Head of FMCG & Shopper Research on +44(0)1865 336 400.

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