The applications of the Brand Media Monitor are numerous. This section illustrates the many research possibilities and analyses this survey has to offer.

Regarding brands

To what degree are users committed to my brand?

Analysis of the Conversion Model segments of my brand:

How is my brand positioned with regards to competing brands in terms of commitment and attraction?

Analysis of the competing brands within the sector by plotting them in a “Customer Equity Matrix” of the sector:

Who are the users of my brand, in decreasing order of commitment? What is the profile of the non-users, from the open ones to the less available ones?

Socio-demographic profile of the different segments.

To what degree are my clients future-oriented, which implicates that they can play a determining role in future developments within the sector?

Who are the favourite competitors of the irregular users of my brand?

Which banking products do the committed customers of my bank have in my institution, and which ones do they have with my competitors?

In what way do the values of my brand users differ from those of the entire population of users within the product category?

Which brand of beverages is closest to my brand of clothing in terms of values?

What kind of “shoppers” is committed to my brand?

Regarding brands

Does my TV channel have many unwavering followers? Who are they?

Profile and reach base don favourite channel.

In what way do values of readers of newspaper A differ from those of newspaper B?

Semiometric 2-population mapping.

If I wish to reach my least regular listeners, which would be the best media in terms of values?

What arguments will allow me to convince advertisers to also invest in my newspaper and not only in a certain TV channel? Even though the latter does appeal to the same socio-demographic group of people, the two targets do not necessarily share the same values.

What is the image of my medium title? Who is my main “media-competitor” for each of the items?

What kind of movies do the fans of my TV channel prefer? And what are the preferred movie types among my regular viewers and target group?

What kind of music is liked by the Future Shapers of my sector?

Brands and media

What brands are my readers/viewers/listeners most selective on in terms of usage?

Which media in terms of values are close to each of my brand segments? And which titles?

Semiometric mapping of the bary-centres:

What are the values a certain title has in common with my brand?

Semiometric mapping of both populations (users brand and total reach title)

What kind of topics do the users of a brand like to read in a magazine or newspaper?

Which media are most complementary to commercial TV to reach a certain brand segment?

With what kind of product or brand do I want to link my medium promotionally? (Product Plus)

Via which radio station(s) can I communicate best with the users that are most committed to my brand? And with the least committed ones, or with the open non-users?

Profile of radio consumption of the different segments.

When I want to link my magazine with a certain brand of shampoo, which brand reflects values that closely match the ones of my readers?