Communications & Proposition Optimisation

Proof uses a range of techniques to evaluate NPD concepts, all kinds of communications (e.g. packaging designs, digital, print and TV advertising) and propositions against the intended target audience. The focus is on optimisation; measuring against your objectives (as opposed to a set of norms) and providing clear guidance as to what works / doesn’t work to enable the tweaks for best results. In addition to pre-testing ahead of launch, impact can also be assessed in-market – providing additional measurement of ROI.

Brand Health Assessment & Tracking

Proof designs surveys which assess all elements of brand health among your target audience. The focus is on providing a clear picture of where your brand sits relative to the competition in terms of awareness, consideration and likelihood to recommend – but also how it’s performing against your own brand strategy. More importantly, further emphasis is placed on understanding where your brand could go, and the potential territories to capitalise on for greater differentiation.

Proof provides these assessments both as ‘one-offs’, and as part of a more regular programme of tracking (be it once a year, quarterly or ongoing).

Category ‘Deep Dives’

Often as a precursor to developing a new strategy, brand or product, Proof can provide a broad and detailed view of your category and potential consumers / customers. Bespoke surveys are designed to thoroughly investigate the attitudes, needs and behaviours of your target market, in addition to their awareness, perceptions and usage of the brands that reside within the category. The focus is on ensuring you have a thorough knowledge of the category landscape, but also on the core market drivers and areas of opportunity.

Customer Research

Understanding your existing customers is often the best place to start when developing strategies for growth. Proof designs surveys which provide a clear understanding of the customer experience; their levels of satisfaction, what worked and what didn’t, their likelihood to retain the relationship or use your products or services again in future, and to recommend you to others. The focus is on providing a detailed view of your strengths and weaknesses, and how to improve in order to both retain existing and attract new customers.