Publicis: New analysis tool launched
Publicis Switzerland is offering a new analytics tool for strategic brand management. Publicis Talkmaster measures the strength of subconscious attitudes toward brands and aims to take into account the social significance of brands.
Measurements are taken using reaction time-based methods that are also used in cognitive psychology. Linking this data with the frequency of brand use and brand associations enables a holistic understanding of brands that does justice to the social significance of brands today, Publicis said in a press release.
Publicis Talkmaster was developed in collaboration with psychologists and statisticians from Swiss universities. Publicis Modem also programmed an interactive evaluation methodology: it allows brand managers and advertising strategists to dynamically immerse themselves in brand and competitor data and track their significance and individual relationships with consumers. The tool can also be customized and enables specific questions or characteristics of an industry to be addressed based on the standardized basic framework.
Publicis Talkmaster was developed in collaboration with psychologists and statisticians from Swiss universities. Publicis Modem also programmed an interactive evaluation methodology: it allows brand managers and advertising strategists to dynamically immerse themselves in brand and competitor data and track their significance and individual relationships with consumers. The tool can also be customized and enables specific questions or characteristics of an industry to be addressed based on the standardized basic framework.
More information: Publicis.ch/talkmaster.
