SOURCE: Kantar Media Research

March 12, 2008 09:00 ET

WPP's Kantar Media Research Debuts BrandVibe™, Adds to IntelliQuest® Offering

First Syndicated Study to Measure Technology Brands' Relative Value Among B2B Buyers

AUSTIN, TX--(Marketwire - March 12, 2008) - Kantar Media Research (KMR), a leading provider of syndicated research enabling advertisers, media planners, and buyers and sellers to access unbiased, independent audience and marketing information, has introduced BrandVibe™, a new syndicated study for business-to-business (B2B) technology marketers. The first tool of its kind that technology marketers can use to measure their brand's relative vitality among product category competitors in the B2B marketplace, BrandVibe™ is fielded bi-annually within the IntelliQuest® Business Study. It measures over 60 technology brands across eight categories that include: desktop PCs, notebook PCs, handhelds, servers, operating systems, printers, networking products, and telecommunication products. The premiere BrandVibe™ interactive category reports are available via subscription and sample reports can be viewed at

"IntelliQuest®, launched nearly fifteen years ago, is the gold standard of media planning tools among B2B technology marketers, providing insight into the purchase intentions and media preferences among the universe of technology buyers in U.S. businesses who invest in technology to sustain their competitive edge," said Tony Incalcatera, EVP and chief operating officer of KMR U.S. "For technology marketers, this is the first tool to provide an independent and comprehensive measure of their brand's value among the most important B2B technology buyers."

How it Works

Within each technology category, the BrandVibe™ methodology classifies each potential customer's relationship with the brand. The four classifications are:

--  Awareness: Category buyers who are aware that the brand exists and
    that the manufacturer makes the product.
--  Suitability: Category buyers who are aware of the brand, and do not
    automatically exclude it due to incompatibility or budget.
--  Acceptance: Category buyers who indicate that they plan to buy the
    brand in the next 12 months; includes those who buy the brand because it is
    the lowest price or the only one that is compatible.
--  Connected: Category buyers who fall into highest level of brand
    affinity, includes those who have a choice among brands but will buy the
    brand in question because it best fits their needs.

Each brand is then assigned a "V-Score™," which reflects a relative measure of the brand's vitality among all brands measured in that technology category. The brand's V-Score™ reveals the extent to which a brand converts potential customers to ever higher levels of brand affinity uncovering the strengths of "emerging" brands and the weaknesses of market leaders within the category. Additionally, marketers who subscribe to BrandVibe™ can see how their brand's V-Score™ and classification levels stack up against the competition across 100+ pre-selected targets encompassing key demographics (e.g. IS/IT managers at companies with 1,000+ employees), business types (e.g. small business), and media behavior. Using the IntelliQuest® platform to field BrandVibe™ not only ensures that the classification levels and V-scores of the 60+ measured brands are unbiased and representative of the potential buyers within the category the brand was measured, but also provides over 3,000 data points that marketers can mine for additional insight into their brands.

Per the example chart above:

--  HP is the overall printer brand leader

    -  HP has the highest percentage (26%) who have a choice of brand and
       will buy the brand (Connected score); closest contender is Dell at
       8% followed by Lexmark and Xerox both at 6%;

    -  HP has the highest V-Score (2.3) followed by Dell (1.3) then Canon
       (0.6) and then Epson (0.1). Although Canon and Epson both have
       Connected scores lower than Lexmark and Xerox, Canon and Epson
       converted printer purchase intenders through higher classifications
       of brand affinity more effectively than Lexmark and Xerox.

BrandVibe™ will be released twice a year and updated every six months offering marketers a statistically reliable tracking tool. KMR also has plans to release a B2C BrandVibe™ in 2008, providing brand vitality scores for top consumer technology brands in the following categories: desktop PCs, notebook PCs, printers, computer monitors or displays, and televisions.

About KMR

Kantar Media Research, Inc., "KMR," is an integrated research, information and software group, specializing in marketing and media survey solutions, software systems for data analysis, and advanced analytical solutions. KMR supplies a portfolio of internationally harmonized research tools that enable advertisers, media planners, buyers, and sellers to access audience and marketing information locally, regionally or globally. Its products and services offering includes: syndicated brand, marketing and media surveys including TGI, MARS, IntelliQuest® and BrandVibe™; data analysis software; custom research and custom data solutions; and, TV audience measurement systems (TAM).

Contact Information

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