Delivering precision in the moment
For individual consumers, brand equity is never truly constant. It fluctuates according to times of day, seasons of the year, different occasions, different experiences and different consumer contexts.
Traditional equity studies capture an average reading across these different situations. Situational Equity is a groundbreaking approach that looks beyond these averages to show the fluctuations that take place between one situation and the next and understand what is causing them. The ability to look at share fluctuations at this granular level reveals unexpected opportunities to grow brand share.
We use mobile data collection to get closer to the specific moments of brand choice, and reveal the targeted actions that can grow Situational Equity and deliver new sources of growth.