London, UK, 22 October 2019 – Harris Interactive, a leading digital market research agency, today introduced hi brands® Express and ad post-test Express. The two products deliver faster, more cost-effective brand and communications insights for marketers in the fast-moving consumer goods, financial services, technology and media & entertainment industries.
Hi brands is Harris Interactive’s proprietary brand sustainability framework, enabling a brand ‘health check’ that goes beyond equity to include future relevance and brand vitality measures, such as excitement and engagement. It also provides benchmarking over time against individual category competitors, including the changing positions of disrupter or challenger brands. Hi brands provides clear actions for continually strengthening brand health.
Susan Vidler, UK MD, Harris Interactive said, “We developed hi brands in conjunction with Aston Business School, who delivered academic rigour and validation. The model was adapted and subsequently tested for commercial application across multiple industry sectors. The use of hi brands Express results in an approach that provides quicker and more cost-effective quality insights for the benefit of our clients.”
Ad post-test Express measures the effectiveness of an ad or campaign either during or after the advertised period. Measurement options include relevance and cut through to determine if brand and product linkages, emotional engagement and calls to action are being achieved. Ad post-test Express can be applied as a standalone module or linked with hi brands® Express, within pre-and-post campaign test environments, to review brand impact or uplift as a result of the ad launch.
“Our new products fill gaps for marketers looking for better value with more actionable insights. Hi brands and ad post-test Express provide more relevant measurement of brand sustainability, reflecting how consumers and brands interact and capturing the impact of challenger brands in fragmented markets,” said Debbie Senior, VP of Product Automation, ITWP.
These two products are the latest additions to Harris Interactive’s extensive suite of Express solutions, which include the NPD Express suite, tailored to support each phase of the innovation process – from need and idea through to concept testing and product optimisation – and Harris 24, an ultra-rapid survey service that, within hours, gathers insights from more than 50 markets. The Express solutions benefit from the market-leading research technology of Toluna QuickSurveys and the world-class research methodology of Harris Interactive. They can be combined with PopUP Communities, Harris Interactive’s online qualitative platform to uncover pre- or post-insights.
About Harris Interactive
Harris Interactive is a full service, consultative, digital market research agency. We are responsive, agile and committed to our clients’ success above all. We have a long history of helping brands succeed and we continuously innovate new means for obtaining insight. We set ourselves apart as we fuse sector expertise and award-winning research designs with innovative tools and technology to deliver impactful, actionable insights that keep our clients ahead of what’s next.
Expert in all areas of research design, implementation, analysis, and reporting, Harris Interactive has particular strengths in brand & communications and new product development research. Working internationally, our activities span both consumer and business to business markets.
At Harris our legacy, expertise and relationships made us who we are but technology drives our future and speed of delivery allows us to anticipate challenges. In short, we enable our clients to make impactful decisions faster.