Have you ever thought there could be a different way—beyond “traditional” methods—to truly understand what consumers think about a brand?
If you believe that surveys, reports, and other classic research tools are all there is, this article may prompt you to reconsider.
Many brands still rely on surveys distributed to large numbers of consumers in hopes of uncovering genuine perceptions. But today, data can be gathered and analyzed in a completely new way.
We are living in the midst of a true revolution in data analysis, one that allows us to uncover what people really think—free from inhibitions and distortions.
Too often, there is a gap between what survey reports claim and what consumers actually believe. This disconnect makes it difficult for brands to identify the right actions to strengthen their market position.
At MRC Omnichannel, we use an innovative methodology that captures the spontaneous expressions of consumers and stakeholders, providing an analysis that truly reflects reality.
The Limits of “Consumer Profiles”
Traditional market research often builds so-called “consumer profiles,” meant to represent the typical buyer. The issue is that not all consumers think alike, nor do they neatly fit into predefined profiles.
Frequently, respondents tailor their answers to meet the expectations of interviewers, rather than expressing what they truly believe. This inevitably creates a disconnect from reality.
While surveys retain statistical value, they cannot fully capture the complexity of consumer behavior. To gain a truly accurate picture of a population, brands need access to large-scale, unfiltered data that isn’t shaped by external influences.
When people use their smartphones or computers, they often feel unobserved—leading them to be brutally honest, and sometimes even harsh.
Through advanced algorithms, MRC Omnichannel is able to analyze immense amounts of this data and transform it into actionable insights. Instead of distributing questionnaires, we analyze vast collections of textual data from diverse sources, extracting honest signals through big data text analysis.
This enables entrepreneurs to maintain clarity and objectivity in understanding how to improve brand perception.
The Importance of a Complete Puzzle
AI opens doors that were once unimaginable. For example, social network analysis now allows us to deeply understand what consumers are expressing on digital platforms.
Our algorithms don’t just reveal consumer sentiment—whether positive or negative—they also shed light on the rational importance of the brand and the reasons behind people’s opinions.
With Real Time Brand Health (RTBH), it is now possible to assemble a complete puzzle that integrates:
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Brand image
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Brand importance
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Competitive positioning of companies, based on spontaneous consumer expressions
RTBH reflects both the right brain and left brain of the consumer—helping us uncover the “why” behind their perceptions. It can be considered an “uncomfortable truth,” yet one that brands need to hear.
It measures all standard metrics, including:
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Awareness
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Consideration
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Preference
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Loyalty
All conversion factors are analyzed, and RTBH identifies how well-known a brand truly is. Importantly, unlike traditional surveys—which typically deliver results only twice a year with at least two months’ delay—RTBH provides real-time insights, updated monthly with only a 20-day delay. This allows entrepreneurs to act much faster and more effectively.
RTBS – The Right Brain
One of the key indicators within RTBH is RTBS (Real Time Brand Strength), which represents the consumer’s right brain and measures the strength and importance of a brand.
It considers three main factors:
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How often consumers talk about the brand
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The variety of discussions around the brand—including broader associations
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The level of brand centrality, which shows how much importance people attribute to the brand
NSOV – The Left Brain
On the left-brain side, we use another indicator: NSOV (Net Sentiment Over Voice). This measures how much a brand is loved, based on the balance of positive and negative consumer sentiment.
The algorithm determines whether people are speaking positively or negatively about the brand and allows us to compare consumer preferences against competitors.
With this, entrepreneurs can clearly see whether their brand is more—or less—loved than others in the market.
RTBA – Understanding the “Why”
Finally, RTBA (Real Time Brand Attributes) helps uncover the reasons behind consumer choices. This is essential for entrepreneurs, as it provides clarity about what is happening at any given moment.
RTBA highlights the most discussed and relevant themes, helping to determine whether a brand is underperforming because it is not well-known, or because consumers perceive it as weaker than competitors.
It also measures how often a brand is mentioned in conversations related to specific attributes.
Accessing the Consumer’s Honest Thoughts
With MRC Omnichannel, you gain access to the most authentic, spontaneous consumer insights—available immediately. By leveraging RTBH and its indicators, you can finally see your brand the way consumers truly perceive it, and take timely action to strengthen its market position.