Brand equity gut check: A System 1 approach

Isobar Marketing Intelligence will be back at IIeX NA as Gold Sponsors, April 23-25 – this time in Austin, Texas. This event is one of the most exciting of our year given the convergence of insights, innovation, and trends. In addition to exhibiting, I’ll be presenting on Thursday at 11:40AM about a System 1 Approach (using our MindSight tool) that assesses brand equity. I’ll demonstrate how this method compares to traditional brand equity approaches, offering a robust respondent experience and opportunity to address common issues such as brand differentiation, predicting actual consumption behavior, scale biases, respondent fatigue and survey length.

There’s a lot going on at IIeX – I’m happy to pass along the presentation if you can’t make it – amit.ghosh@isobar.com. Otherwise, we’ll see you in Austin!

More about Amit:

Amit brings over 20 years of market research experience to Isobar where he is the Director of Research and Strategy. He has led research initiatives for clients both domestically and globally, specializing in segmentation, brand messaging/positioning, brand health monitoring, and choice analysis.

Over the years has worked extensively in consumer packaged goods, pharmaceuticals, apparels, and financial services. His responsibilities have also included developing research best practices for the company.

Amit holds an MS from the University of Massachusetts with a concentration in marketing management and research methods. He has also trained extensively in statistical and tabulation methods, and technology with SPSS, and Sawtooth Technologies.

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