Brand stop-motion

This is a research technique that assists in defining the brand equity of a product.

It involves a sample of about 40 people who are asked to record in an electronic diary, for a few weeks, all of the communication messages received about the product under study.

At the end of this period, that usually lasts for at least 4-5 weeks, the sample is interviewed in order to evaluate the brand image that has been interiorized.

If testing is prolonged over time, it is possible to identify any changes in perception of the brand under study, for example, as a result of new communication initiatives or promotional campaigns carried out by the Company.