What is Brand Health?
What is the current state of your category, brand and product? Cambri’s Brand Health Test helps you to easily and quickly identify opportunities and challenges within your category. This will serve as a great foundation for your brand strategy and product portfolio work.
Why is brand health important?
Brand health offers unique insights into what makes your brand, product or service meaningful to consumers. You learn how your brand is positioned in relation to key competitors and what drives consumer choices. This will help you craft a unique brand strategy and direct your resources towards the most important brand attributes. In this way, you can differentiate your brand, product or service from competitors.
For example, a video-streaming service can stand out from its competitors because it’s easy to use or has a wider selection of content, even if the service itself is similar.
Trust in cambri
what our clients say
"We use Cambri extensively on a global level. It's quick, cost-efficient and flexible."
Head of Consumer Insight at Valio
“Our sprints have become shorter and we get results much faster.”
Innovation Manager at Anora
"A new kind of agile and cost-effective way to gain consumer feedback."
Marketing Director at Cloetta
When to use Brand Health Testing
- Regular brand health check.
- Input for brand and communication strategy.
- Exploring how to grow in a category.
- Exploring growth strategies in new markets
Cambri under the spotlight
5 advanced tips for designing a best-in-class value proposition
Learning what customers want before you try to sell it to them sounds obvious. Unfortunately, statistics show that it’s not as common a practice as we’d hope.
Kyrö Distillery: conquering the market with their unique charm and tongue-in-cheek humour
It's getting tougher to truly stand out from the crowd. Daring distillery Kyro relied on Cambri to see how far they could push the envelope when entering a new market.
Methods related to Brand health
How does it work?
MaxDiff helps identify consumer segments and why certain consumers are attracted to certain products. It uses an indirect questioning technique to ask respondents to choose their favourite from a subset of attributes and uses statistical modelling to estimate the utility respondents assign to each attribute.
Segmentation helps identify homogeneous segments with unique preferences, as well as understand the interrelationship between needs or drivers. It allows you to uncover the preference of different attributes for a particular segment that may be different from the market as a whole.
TURF is a method that can be used to gain insights about market potential and optimal portfolio strategy given limited resources, as it shows the incremental reach of adding an option to the existing portfolio.
NLP (Natural Language Processing)
Including open-ended questions in a survey can generate thousands of sentences to make sense of. But this isn’t a problem with Cambri’s proprietary NLP solution. In a matter of seconds, you’ll get an understanding of what consumers are talking about, and whether the sentiment is positive, negative or neutral.
Ready to innovate?
Neque, pulvinar vestibulum
“We use Cambri to quantify the results we get from a focus group, to test packaging designs, identify how a product would best be introduced to the market, and much more.”
Julia Neergaard Laursen
Innovation Projects Lead at Nestlé Nordics
“It has been very convenient that our copywriter has been able to use the results from Cambri to inform their work. As we now know what style of messaging works and does not work, we can tailor all of our brand assets accordingly.”
Chief Commercial Officer
“The best part of Cambri is that we get results very fast. It’s also cost-effective: we can get reliable results with a reasonable investment.”
Head of Product Development and Partner at Solar Foods