The Net Promoter Score is a customer loyalty metric developed in 2003 by business consultant Fred Reichheld of Bain & Company in collaboration with the company Satmetrix. The goal was to determine a rating of customer satisfaction clear and easily interpretable. The question asked is always formed: "Based on his experience, how likely would you recommend the company…
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Utilities laddering in qualitative research.
What is the purpose of Laddering? The purpose of laddering is to find the basic emotions that fuel the decision by a customer to buy a particular product. Used in clinical psychology with in-depth interviews, the technique gets its name due to the nature of the questions posed by the researcher. continuing…
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Advertising alone doesn't sell.
We noticed in 25 years of experience, that only consistent companies with a solid Brand Positioning, offer a valid reason for the consumer to be chosen. Before investing in communication, take care of the positioning, without it there is no hope. What is Brand positioning. Simply put, brand positioning is the process…
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The formats in advertising, indispensable work tools.
The format is the general scheme within which a content is created. We are used to noticing them more and more frequently on TV, radio, internet, newspapers, billboards, etc. In reality, insiders make speculative use of it in order to make creative strategies more effective. At advert group italy we use it in every project…
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