Comprehensive, Integrated and Actionable Information and Data

Strategic Vision® provides comprehensive, integrated and actionable information and data that offers manufacturers, service providers, advertiser and marketers a road to the hearts and minds of the consumer.

Most market research evaluates the external characteristics of products and services. Some research looks at the product/service benefits that a brand has to offer. Typically the evaluation of products, services and brands goes no further in understanding the consumerís perceptions of the products and services they purchase.

Strategic Vision's ValueCentered methodology makes the assumption that the consumer's experience with products, services and brands encompasses much more than an evaluation of attributes and product/service/brand benefits. ValueCentered methods show that the consumer's interaction with goods, services and brands goes beyond attributes and product benefits to include Personal Benefits (the impact a product, service or brand has on the consumer's personal life experience), ValueEmotions (the emotional response consumers have to products, services and brands) and Images (the personality and character that consumers project onto and attribute to products, services and brands to capture their total experience).

ValueCentered methodology evaluates consumers' total experience with products, services and brands. The total experience includes ValueEmotions and the Personality and Images of products, services and brands (the emotional aspects of consumer experience) as well as the attributes, product/service/brand benefits (the rational aspects of consumer experience). ValueCentered methodology proposes that consumers not only have perceptions of products, services and brands, but build a personal relationship with their products, services and brands.

ValueCentered methods take the rational and emotional information of the consumer experience and connect this rational and emotional information in a systematic and statistically sound way. Each product, service or brand attribute is connected to the emotional response that each attribute elicits. In addition, each attribute response is connected to the images associated with the product, service or brand. The totality of this information provides the manufacturer, service provider or advertiser a road map for determining what characteristics of the consumer experience to focus on. Focus is determined by the magnitude and direction of the consumers' emotional response.

The data and information that ValueCentered methods provide can easily be translated into product/service improvement, product/service development and product/service and brand communication. ValueCentered data and information is not theoretical or abstract. Rather, ValueCentered data and information points to the particular product/service/brand characteristics the manufacturer, service provider, advertiser and marketer need to focus and build upon. The direction any ValueCentered consumer strategy takes is guided and validated by the magnitude and direction of the consumer's emotional response.

It is the consumer that tells you what you need to do with your product, service or brand in order to be successful. It is ValueCentered methods that bring the voice of the consumer to life in Comprehensive, Integrated and Actionable ways.