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  • Reputation /­ Brand Value

    Brand & Innovation Research

    Brands communicate messages and impact on the interaction with the product. The customer experience is therefore a pivotal factor in a brand’s success.

    LINK Brand Interaction shifts the focus from purely measuring KPI to the interaction between the consumer and the brand. The personal brand experience is observed from various perspectives and transformed into seamless feedback. A holistic brand portrait emerges from research findings on advertising effectiveness, touch points, brand analysis and customer satisfaction that up to now have been fragmented.

    Download Factsheet

    Brand Value Index Reputation Research

    The key success indicator for a company is its reputation. This reputation gives insight into the brand value from different stakeholder perspectives.

    The linchpin of a company or brand is its reputation. Reputation is built on both personal experiences as well as third-party opinions. LINK Institut’s Brand Value Index measures the long-term positioning of a company, a brand or a service. We measure reputation from a rating viewpoint (emotionally and cognitively) as well as intentional aspects (behaviour). Our Brand Value Index is ideal for benchmark comparisons between different stakeholder groups. By carrying out driver analysis, we can also establish which image variables sustainably reinforce a reputation.

  • Cus­to­mer se­gmen­ta­ti­on

    Customer segmentation

    What does my target group look like?

    Segmentation is a must if you want to be successful in ever more heterogeneous and fragmented markets. It is not only about classifying your own customers when it comes to loyalty or their value, but it is also about developing products for different types of needs, mapping out profiles for new customer acquisition or addressing a specific target audience.
    We design a segmentation that is tailored to your needs – while never losing sight of its feasibility.

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    MOSAIC segments in our LINK Internet Panel

    We use the internationally acknowledged Mosaic segmentation based on the socio-economic status of the target person for all our surveys in our LINK Internet Panel.

    Philipp Fessler
    Head of Analytics
    +41 44 497 49 07

  • Pro­duct de­ve­lopment and pri­cing stra­te­gy

    Brand & Innovation Research

    Where are the white spaces for successful innovation?

    LINK Brand Innovation provides answers to questions such as: where are the white spaces for our brand? Can the brand plausibly develop in other sectors? How high is the potential among existing stakeholders? Systematic segmentation of the current market delivers answers to such questions and generates key starting points for profitable brand and product development.

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    Portfolio Optimiser / Conjoint Analysis

    Which product? At which price? For which target group?

    Thanks to highly valid results and a broad scientific base, conjoint analyses have become the state-of-the-art method for researching products and price.
    Conjoint analyses give you the surety that you are making the right decision when it comes to optimal product design, pricing or portfolio strategy. Needs segmentation on the basis of conjoint data give you a clear picture of your (potential) customers, forming the bedrock for efficient market cultivation.
    Benefit from our long-term expertise in conjoint analysis. Alongside valid results and recommendations for action, you also have an intuitive simulation tool that enables you to perform analyses and potential appraisals on your own.

    Pricing research / price sensitivity analysis

    The price governs success

    The right pricing strategy is imperative for the success of your product. Anyone who makes his product too expensive loses market share and turnover – and anyone who sells it too cheaply loses out on profit and, in the worst-case, even damages the brand image.
    LINK has a broad portfolio of methods and long-standing expertise in pricing research. We guide you in optimising your pricing strategy and help you to avoid the pitfalls in pricing psychology.

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    TURF

    Optimising your product range optimises your market share and profit margins

    TURF Analysis shows how many variations and formats a brand needs on the shelf to attract the maximum number of purchasers with the minimum number of SKUs.”

    Philipp Fessler
    Head of Analytics
    +41 44 497 49 07

  • Opti­mi­sa­tion and ma­na­ge­ment of the mar­ke­ting mix

    Facial Coding: LINK EmotiCam

    What kind of emotions does your advertising trigger? Your customers’ facial expressions reveal these emotions truthfully and instantaneously. LINK EmotiCam measures emotional reactions directly in an online survey thanks to cutting-edge image processing technology.

    Success comes to those who can arouse feelings. The emotional reaction to brand messages and advertising is moving more and more into research’s focus. LINK EmotiCam enables the immediate measurement of instantaneous emotional reactions in quantitative, representative surveys. This innovative and unique facial coding procedure combines scientifically-proven facial expression coding and automatic image processing.

    Download Factsheet

    Advertising pre-testing

    Advertising is only effective when it achieves the desired effect and addresses the relevant target groups. Advertising pretesting delivers a solid basis for decision-making before running your advertising campaign.
    LINK advertising pre-testing is a fast, flexible and validated tool for testing TV, print, radio and online ads. On the basis of understandable indices and benchmarks as well as clear-cut recommendations, the advertising impact can be optimised when it comes to the cognitive and emotional target group response, ensuring high activation.

    Advertising effectiveness check

    A systematic check on advertising effectiveness ensures an ad’s sustainable success and provides insights into how to optimise your media budget.

    The Market Response Finder ensures advertising effectiveness by delivering insights into how to optimise the target group response, as well as managing your media budget in the future. Aggregation of the individual contact frequency, the media plan and the performance values signals the efficiency and optimisation potential of the ad.

    LINK Cookie Tracking

    Real data – more impact. By linking survey data and technical measurements, you can provide independent proof of the performance and impact of your online advertising campaign.

    The LINK Cookie Tracking profile offer complements measured campaign and website impressions via real people from the LINK Internet Panel, for whom detailed sociodemographic details already exist. For the first time verified sociodemographic user profiles are available during the period of the campaign, so that placements or targeting can be continuously optimised.

    LINK Cookie Tracking is also the ideal addition to an advertising effectiveness test. Instead of relying on survey data from the advertising contact, and therefore on the recall performance of the respondent, we focus on technical measurement of the online advertising contacts. In the LINK Cookie Tracking Impact offer, we link these web analytics data with an online survey on the various marketing KPIs (awareness, image, etc.) of your brand. You can deploy the questionnaire that has previously been used for online advertising, or you can commission us to set up a new survey as you require. We will then find answers to your individual questions. Further information on LINK Cookie Tracking is available here.

    Anja Kunath
    Senior Projekt Manager Online/Media
    +41 44 497 49 54
  • Customer retention

    Customer Satisfaction Navigator

    Interactively analysing action portfolios and causal models according to sub-groups
    With our Excel-based Customer Satisfaction Navigator action portfolios and causal models can be interactively analysed according to sub-groups, enabling qualitative statements from open questions to be also interactively assigned to the drivers for overall satisfaction or loyalty.

    Customer satisfaction

    Customer satisfaction as the key to a successful customer relationship
    How (dis)satisfied are my customers? And why (not)? What actions can I undertake to boost their satisfaction as fast as possible? Thanks to implicit survey techniques and analytical methods you can find out more about your customers’ needs and their satisfaction levels. Action portfolios show you clearly where your present-day strengths and weaknesses lie (also in comparison to your competitors) and where as your top priority you need to instigate the first actions. Using the Kano model and surveying critical events, you can find out not only how you can satisfy your customers but also how you can excite them.

    Impact models: Bayesian regressions

    The best in impact models
    We use Bayesian regressions because they have several advantages over classic methods: they deliver stable across-time results, avoid overestimation of the impact strength and provide better results for multicolinearity, since previous knowledge of the investigated associations can be integrated into the model. This makes Bayesian regressions ideal not only for ad-hoc impact models but especially for tracking studies.”

    Susanne Vontobel
    Head of Finance/Automotive
    +41 44 497 49 44

  • Un­der­stan­ding Con­su­mer Be­hav­iour

    Behavioural Economics: how is the consumer really wired?

    Behavioural economics approaches can even “understand” irrational consumers!
    We have known for a long time that many (buying) decisions are not made rationally but rather intuitively. This makes it even more important to factor this into our survey research. Trade-off approaches (conjoint, maximum difference scaling), other implicit procedures, in-the-moment and decision-place surveys or monitoring via digital data collection (instead of interviews) help us to understand and model irrational consumer decisions.

    Facial Coding: LINK EmotiCam

    What kind of emotions does your advertising trigger? Your customers’ facial expressions reveal these emotions truthfully and instantaneously. LINK EmotiCam measures emotional reactions directly in an online survey thanks to cutting-edge image processing technology.

    Success comes to those who can arouse feelings. The emotional reaction to brand messages and advertising is moving more and more into research’s focus. LINK EmotiCam enables the immediate measurement of instantaneous emotional reactions in quantitative, representative surveys. This innovative and unique facial coding procedure combines scientifically-proven facial expression coding and automatic image processing.

    True Score

    How can I identify strategic response behaviour?
    Respondents tend to give socially desirable or strategic answers, especially when they are asked sensitive questions or are asked to rate their purchasing intentions or willingness to pay for new products. The true score developed at the Massachusetts Institute of Technology (MIT) that we use with our university research partners is capable of identifying such response behaviour and correcting the results accordingly.

    Mobile research

    Ask your target group for their opinion – no matter where they are. Mobile research knows no boundaries. Online surveys with mobile devices enable survey research that is spontaneous, immediate and reflects realistic behaviour and experiences.

    Immediate impressions and emotions can be surveyed directly at the point of sale or point of event. Perceptions and behaviour are reliably captured without any time delays. Respondents can also emphasise their responses with photos.

    Mobile data collection with tablets at the place the consumer makes his decision.

    Mobile surveys at the point of sales with tablets and apps. We research actual consumer behaviour directly and as such realistically. We have a highly experienced and large interviewing team for surveys in stores, points of sale (POS), at trade fairs and events, with people on the street, etc. Our interviewers can be deployed flexibly throughout Switzerland. We also have an overall solution for mobile digital data collection with integrated online reporting.

    Philipp Fessler
    Head of Analytics
    +41 44 497 49 07