A powerfully simple way to understand your category, customers and competitors.
Helping you with the questions every brand should be able to answer easily. Who, what, where, why, when and how.
Six advanced modules giving you the answers.
Know exactly who to grow with.
We group your market by how people think, shop and choose, then size every group.
You’ll know- The distinct customer groups in your market, and what makes each one tick
- How big each group is, and how much of it you already win
- Which group is most valuable to win next
- All the brand tracking measures you’re used to, including Brand SUM™, Position and Drivers, split by customer group
So you can aim your budget, product and messaging at the people most likely to buy, instead of at everyone.
Without it: you target “everyone aged 25 to 54”, and competitors who know their segments outspend you where it counts.
Audience
Know what your brand really means to customers.
We score your brand with Brand SUM™, Red Onion’s own measure of the three things that get a brand chosen: Salience, Uniqueness and Meaning. Each is benchmarked against your category average.
You’ll know- How often people think of you (Salience), how different you seem (Uniqueness) and how much you matter to them (Meaning), compared with your competitors and for each customer group
- One overall Brand SUM score your board can follow from wave to wave
- Which of the three your category rewards most, so you know where effort pays off (Brand SUM composition)
So you can put time and money into the part of your brand your category actually rewards. Quick, low-thought buys favour the brands people think of first; considered buys favour the brands that stand apart and mean something.
Without it: you might pour budget into being memorable when your category rewards meaning, or the other way round.
Brand
See where you sit in your market.
We map how customers see you and your competitors, side by side, on the qualities that define your category.
You’ll know- Where you sit on a perception map next to every major competitor, and how that changes for each customer group
- Which brands customers see as interchangeable with yours, and which they see as different
- Where the white space is: positions customers value that no brand owns yet
So you can pick a position you can own and defend, rather than one you share with three competitors.
Without it: you can end up fighting for the same spot as everyone else, or find yourself occupying a different space in your customers’ minds from where you want to be.
Position
Find out why people really choose your brand (or your competitors).
We measure which factors actually move people to choose a brand in your category, and how much each one matters.
You’ll know- The factors that drive choice in your category, ranked by real influence for each customer group
- How you perform on each one compared with your competitors
- The factors people say matter but that barely change what they buy
- How much impact it will have if you improve your brand’s associations on a certain driver
So you can put money behind the levers that move choice, and stop funding the ones that don’t.
Without it: you rely on what customers say matters, which often isn’t what makes them buy, and spend accordingly.
Drivers
Know when demand peaks, and when to show up.
We track how interest and buying in your category rise and fall across the year, and how ready each customer group is to buy at each moment.
You’ll know- When your category peaks and troughs across the year, and how big those swings are
- How seasonal each customer group is, and when each one is most ready to buy
- How well your brand holds attention between peaks, compared with your competitors
So you can time campaigns, launches and promotions to the moments that matter, instead of spreading budget evenly across the year.
Without it: you spend the same every month, missing the peaks that drive the year and propping up the quiet ones.
Demand Timing
Know where and how to reach them.
We track where each customer group discovers, researches and chooses brands in your category, then compare that with where they remember seeing brands’ ads.
You’ll know- Where each customer group discovers new brands in your category
- Where they go to research before they buy
- Which channels have the most influence on their final purchase decision
- How that compares with where they remember seeing your ads, and your competitors’ ads
So you can move spend to the channels where your customers discover and decide, and brief your media, CRM and creative teams with a clear direction.
Without it: your ads keep running where they get noticed, not where your customers make up their minds.
Activation
Summarised in one clear, prioritised action plan
Know exactly what to do next.
We bring the findings from every module together into one prioritised list of actions, ranked by the difference each will make.
You’ll know- Where you win today, and how to build on it
- Your biggest opportunities, ranked by expected impact, and the customer groups each one targets
- Exactly what to do about each: who owns it, when it happens, the effort it takes and how you’ll measure it
So you can walk into your next planning meeting with a plan the whole team can act on, not a report to decode.
Without it: findings sit in a deck, nobody owns the next step, and six months later nothing has changed.
Six core modules. One plan. Every project.
Questions, answered.
Can’t find what you need? Book a call and we’ll talk it through.
See your brand through your customers' eyes.
A bespoke portal and a plan your team can act on. No retainer.