Consumer Goods

Communications & Brand

Phoenix has developed unique, proprietary communications and brand analytics programs, designed by researchers with expertise in marketing, advertising, brand analytics, predictive models, research, and advanced marketing mix modeling

These programs are supported by some of our key tools. Phoenix’s proprietary AdPi and BrandPi measure historical ad performance databases including thousands of creative evaluations across all media categories. The combination of historical data with our predictive models and brand analytics expertise leads our clients to superior marketing decisions.

Our state-of-the-art, forward-looking market mix models help you to evaluate marketing investments by combining internal and external data sources. And our Multiple databases of category norms are a comprehensive, comparative resource for new communications development.

This arsenal of programs and tools, combined with our researchers’ speed, and freedom to customize, result in unmatchable communications and brand solutions for Phoenix clients.

PHOENIX ADPI® CONCEPT AND COPY TESTING

Our AdPi® (Advertising Performance Indicator) copy testing methodology can be applied to any stage of...

Our AdPi® (Advertising Performance Indicator) copy testing methodology can be applied to any stage of pre-market testing—Concept Testing, Developmental Copy Testing and Late Stage Copy Testing— in order to isolate which concepts, campaigns or individual executions have the greatest potential for in-market success. In categories where we have an audit, models are derived from in-market response data and validated by statistics, delivering greater confidence in the results of pre-market tests. The results highlight fundamental strengths and weaknesses via rich diagnostics, and enable actionable revisions to optimize the creative. In addition, our approach fits within tight production schedules with timelines that are among the fastest in the industry.

PHOENIX ADPI® EXPRESS

For quick-turn copy testing, Phoenix Marketing offers its new AdPi® (Advertising Performance Indicator) Express advertising...

For quick-turn copy testing, Phoenix Marketing offers its new AdPi® (Advertising Performance Indicator) Express advertising effectiveness measurement scorecard. This new service provides detailed advertising performance metrics in a quick turn-around format. It is a cost-e­ffective approach that provides clients with in-depth feedback all within as little as a 24-hour timeframe. In addition, ad performance can be compared to industry norms developed in our ongoing category audits for best in class and competitive analysis. Clients are now able to quickly assess their ad’s performance, conduct disaster checks, make ad rotation decisions, and compare their ad’s results to key advertisers in the category and against custom-built norms derived from our historical databases.

Phoenix Virtual Mailbox®

The Virtual Mailbox® Testing Capabilities solution is a proprietary quantitative online research approach that provides...

The Virtual Mailbox® Testing Capabilities solution is a proprietary quantitative online research approach that provides clients with insightful, actionable feedback to new concepts and direct mail pieces (actual digital offers versus the competitive set) in a timeframe that meets their needs. This solution provides a high return on your research investment, especially compared to a traditional in-market test. By simulating the mail sorting experience, consumers open a digital mailbox, as they would in real-life, and take actions based on the mail received, providing reliable projections as to how your mail will perform in the marketplace. Virtual Mailbox delivers rich, insightful, actionable diagnostics without production or fulfillment costs, all within a 3-4 week timeframe.

PHOENIX SOCIAL RADAR

The Phoenix Social Radar helps clients understand the impact ads, campaigns, recalls, and various other...

The Phoenix Social Radar helps clients understand the impact ads, campaigns, recalls, and various other marketing initiatives have on their brand, both on a detailed and holistic level. Examining online conversations to understand how a brand is being discussed is vitally important in the current environment where increasing amounts of information are sought and exchanged within the social media universe. The Phoenix Social Metrics can help answer strategic questions such as: What is being said online about our brand’s advertising? How does this year’s campaign compare to last year’s campaign in terms of generating online buzz? How are consumers describing our brand/products online and within their social networks? Who do consumers compare us against most often?

PHOENIX DIGITAL DIMENSIONS

Phoenix Marketing’s Digital Dimensions service is a breakthrough research platform that goes beyond click-through metrics...

Phoenix Marketing’s Digital Dimensions service is a breakthrough research platform that goes beyond click-through metrics to give clients comprehensive insights into the effectiveness of their interactive media and the impact of interactive campaigns on their brand health. Armed with the insights provided, clients are able to take decisive action and maximize interactive campaign performance. Our technology tracks who sees your interactive media, and when surveyed, compares their results to a non-exposed control group.