Stage One: Understanding the Role of the Senses
When tackling a new and unique project such as this, it is critical to ensure that you understand the mental "landscape" in which brands exist. Qualitative research — where a trained moderator explores ideas and brand associations using projective techniques among small groups of people — is invaluable, providing insight and guiding the way to a more quantitative measurement.
Millward Brown conducted focus groups in 13 countries: Chile, Denmark, Holland, India, Japan, Mexico, Poland, Spain, South Africa, Sweden, Thailand, the UK, and the U.S.
In each country we talked to men and women aged 25 to 40. The exploration focused on the following global brands: Coca-Cola, Mercedes-Benz, Dove, Ford, Gillette, Vodafone, Disney, Levi's, Sony, Nike, and McDonald's. Five additional local brands (which varied by market) were also included.
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