SUMMARY
Ipsos Marketing recently embarked on a multinational R&D study to uncover better ways to understand how consumers connect with brands. Our findings resulted in a new brand research tool we call PERCEPTOR®Plus,
which integrates all relevant drivers of brand choice into a comprehensive framework, uncovers the present strength of the brand as well as the future direction in which it is moving, and offers solutions to Marketers on how to improve their strategies for optimizing brand share and value.