Brand Catalyst: Update Your Brand Strategy - MRI-Simmons

MRI-Simmons is proud to introduce the new and improved version of Brand Catalyst – a revolutionary brand strategy and predictive segmentation tool that identifies the unique characteristics that differentiate your brand from over 6,500 others. Brand Catalyst helps marketers define their brand identity, differentiate their brands against competitors, create unique personas based on product usage, psychographics, and other consumer characteristics, and help build and drive effective media, creative, and partnership strategies.

Brand Catalyst is a unique combination of data and online tools that work together to help marketers build personas across their brand, their competitive set, or any data points within the MRI-Simmons USA study.

The online portion is part of the MRI-Simmons Insights tool, and can be accessed from the dropdown menu within insights. From this screen, you can build and compare your targets using the Explorer and Reporter tools within Brand Catalyst.

Within Brand Catalyst, the data portion consists of three segments of data across a number of brands – Consumers, Prospects, and Non-Prospects. The system is based on a data science analysis and algorithm using key psychographics. Brand Catalyst also uses machine learning to enhance the way in which the prospective users are found by determining which features (ie, demographics and psychographic attitudes) are important in each of the brands to find an even more likely prospective user. In the updated and improved USA version of Brand Catalyst, the algorithm also brings category usage into the mix to capture in-category behavior and define prospects more closely.



Brand Consumers

Brand Consumer variables are where we rolled up all our brand and media variables. We have aggregated every instance where a respondent has indicated they are a user of the brand (or media) and built out a definition to give you a holistic brand (or media) user without you having to code it together.

In the example below, we can compare and contrast the Brand Consumers of Taco Bell and Chipotle Mexican Grill, looking into their preferences across brands and media to find synergies and partnership opportunities.

Brand Prospects

Brand Prospect is a predictive segment that includes category consumers who do not currently consume the selected brand but show a high propensity to consider or purchase the brand. To create Brand Prospects, we have taken all consumers of a particular brand or media and analyzed their responses to our psychographic statements, then we perform an analysis to identify like respondents and projected those out to respondents who are in the category but don’t currently use the product.

In the example below, Kellogg's can compare their current Kellogg's Raisin Bran Consumers with their Kellogg's Raisin Bran Prospects as well as the Brand Prospects of their competitor, Post Raisin Bran. They can find out where to reach them via preferred media, and how to message them by drawing on which psychographics describe them.

Brand Non-Prospects

Brand Non-Prospects is a predictive segment that includes consumers that do not currently consume the selected brand and have the least propensity to consider or purchase the brand. By doing the same type of analysis, we are able to identify non-prospects or people you’re unlikely to reach or convert. This is generally the largest segment, but one that most brands can pay the least attention to.

The Brand Catalyst platform tools enable rich data visualization and customization to build in-depth views of your Brand Consumers, Brand Prospects, Brand Non-Prospects, or other personas built from the 60,000+ variables in the MRI-Simmons USA study.

Compare any three targets -- your Brand Consumer and your Brand Prospects, competitive Brand Consumers, or different personas based on attitudes and behaviors -- and see their similarities and differences across psychographics, brand preferences, media preferences, and demographics. Want to go deeper? Filter down by category or brand, type of media, or dig into psychographic categories.

You might think that consumers of Greek yogurt brands are fairly similar, but that is not the case across these brands. See what drives your brand's consumers and learn how you can find those who are more likely to be new consumers with Brand Catalyst.

Want to learn more about Brand Catalyst and see it in action? Contact us for a live demo!

Jennifer Olson
Jennifer Olson
Jennifer Olson is the Senior Marketing Manager at MRI-Simmons. She has worked in the world of marketing and media research for over 25 years on both the supplier and vendor sides. Finding insights in data makes her happy, and she's perpetually searching for new data visualization ideas.