Celsius ProBAR

In order to determine the strengths and weaknesses of brands 37°Celsius and NFO Trendbox (a market research agency) have developed Celsius ProBAR® (Problem Brand Assessment Radar). ProBAR is a research tool that makes it easier to detect and analyse problem brands. ProBAR was specially designed to separate the relatively smaller brand problems from the real problem brands. So that our clients can take the appropriate measures to improve their brand performance.

This takes place at two levels:

1. ProBAR brain (analysis of mental associations)
2. ProBAR behaviour (detailed analysis of consumer behaviour)

ProBAR brain works with a combination of the latest advances in the field of image research, such as free association and association direction.

For further information about this research, kindly contact Dit e-mailadres is beschermd tegen spambots. U heeft Javascript nodig om het te kunnen zien.

ProBAR Out of Touch Index
The ProBAR Out of Touch Index indicates the degree to which consumers find brands out of date.
The index is produced using elements which have not been included as standard parts to most image research hitherto, such as:

• association strength
• association direction (positive, neutral or negative).

This results in a clear benchmark, such as with the C&A brand, which lost half of its market share in the 1990s because it was out of touch.
The ensuing information makes it easier to determine the gravity of the situation and to align the necessary follow-up steps, if any, and strategies.

Thus far, NFO Trendbox has surveyed the following 20 brands: Old Spice, Axe, C&A, Miss Etam, WE, KRO, SBS6, Blue Band, Zeeuws Meisje, Douwe Egberts, Kanis & Gunnink, Philips, Sony, Bokma, Bacardi, Marlboro, John Player Special, Volkswagen, H&M and Opel.

We also have performed several research projects, using ProBAR, for our clients. Unfortunately we cannot share these results. However, we do can share the implications of the results in relation to improvement of brand performance of brand (re)positioning or portfolio issues.

For further information about ProBAR, kindly contact Dit e-mailadres is beschermd tegen spambots. U heeft Javascript nodig om het te kunnen zien.