The 'Merk Monitor'

The 'Merk Monitor': A data-driven approach towards capturing Brand Experience

de Jong, Peter (TU Delft Industrial Design Engineering)

Hultink, Erik-Jan (mentor)
Kranzbühler, Anne (graduation committee)
Hutter, Arne (mentor)

Delft University of Technology

Strategic Product Design

2019-07-26

During the 1980s the ‘experiential view’ of a consumers buying process was proposed in literature. Since then, the experience a consumer has when interacting with a brand (Brand Experience) has been a frequently discussed topic in research and practise. Different disciplines propose measurement scales to capture this brand experience (BE). However literature does not agree on one generally accepted method. The marketing practise extensively utilises simple evaluative surveys such as the NetPromotorScore (NPS) and CustomerSatisfaction (CSat) to evaluate the BE of a consumer. As the world is becoming more and more digital oriented, consumers leave digital behavioural traces. This brings new measurement possibilities. Accordingly, this thesis proposes a data- driven method for measuring BE. The method is manifested through the design of a digital tool. This resulted in the MerkMonitor, a digital dashboard which analyses the experiences consumers have when interacting with a brand. Originating back to psychology, literature identifies that this brand experience consists of Sensorial, Affective, Cognitive and Behavioural responses. Literature shows a call for new types of measurement to capture these dimensions. The design process proposes a set of variables (measurements) to give insight in the four dimensions. Each dimension is made up of three attributes, which can be measured either with observant variables or surveying variables. Measurements are mostly done at digital touch points, such as social media, the website of the brand or through surveys via for example e-mails. As different attributes are valuable for different clients of GP, a selection toolkit is made. When a selection of fitting variables is decided upon, they form the metrics of the dashboard together. The thesis proposes a dashboard containing ten variables as starting point. When the dashboard is implemented and used right, both GP and the client will be able to analyse the BE and anticipate on this analysis. The launch of the dashboard will make GP able to monitor BE through real-time measurement. This contributes to GP being an expert in BE. Finally, the Merk Monitor was evaluated through six sessions with Strategists, Technology experts and clients. Also a MVP was developed and a prototype was explored to ensure feasibility. This led to recommendations for futher developping and implementations of the product.

Brand
Experience
Measurement
Data-driven
Dashboard

http://resolver.tudelft.nl/uuid:5f726ba7-5b56-4d94-8bce-33784eea725c

Student theses

master thesis

© 2019 Peter de Jong