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Giraffe Report December 2017 Monthly Summary Report

Giraffe Report December 2017 Monthly Summary Report. What’s in the Monthly Summary report. The monthly report is a regular pulse check of your brand’s performance. Monthly Summary reports:. Concise summaries of performance in brand scorecards. Brand performance month-on-month.

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Giraffe Report December 2017 Monthly Summary Report

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  1. Giraffe ReportDecember 2017 Monthly Summary Report

  2. What’s in the Monthly Summary report The monthly report is a regular pulse check of your brand’s performance. Monthly Summary reports: Concise summaries of performance in brand scorecards. Brand performance month-on-month. Overview of peer group performance. Further detail is available in the 4 X Quarterly Deep Dive reports

  3. A reminder of the reports we share Our monthly and quarterly reports contain a variety of measures that enable you to track your business’s performance: Monthly Summary reports: The monthly report focusses on the month-on-month trends at an overall level across: Executive Summary Brand Visibility Brand Health Demand & Usage Customer Experience Note: We are able to allow one data cut or filter per month. Quarterly Deep Dive reports: The quarterly reports give a more strategic view. Additional insights include: Brand performance across demographic profiles Choosing where to eat Views such as Brand Status map, Purchase Funnels and Word clouds. Note: For brands included in the Big Restaurant Survey we will provide a ranking chart spanning the BRS and BrandVue. Two Bi-annual presentations: The Bi-annual presentations include: An executive summary A one hour presentation. In the presentation you can ask for the team to focus on specific areas or a comprehensive brand overview of your company’s performance across brand perceptions and customer experience.

  4. Reporting schedule Below are details about when the reports will be shared.

  5. An Overview of BrandVue Eating Out Sample: Methodology Fieldwork: Nationally representative, demographic controls Respondents to be aware of at least 5 eating out brands c.250 respondents per day (8,000/month) Online survey 18-22 minutes Continuous interviews starting in May 2017

  6. Brand measures covered A wide range of marketing performance, brand health and customer experience measures Market Spend Customer Experience Metrics Brand Health Metrics Decision making journey Customer Experience details & ratings Customer Satisfaction / Advocacy Visit type Site type Spend Awareness Familiarity Brand Affinity Brand Image Customer Acquisition Metrics Media Metrics Lost demand analysis Unaided Awareness Positive / Negative Brand Buzz Advertising Awareness Usage patterns Annual frequency Lapsed customers Market Share Value of lost demand Brands lost out to Purchase barriers

  7. Contents 2. Brand Attention 1. Executive Summary 3. Brand Health 4. Demand & Usage 5. Customer Experience

  8. Brand Sample - Giraffe

  9. 1. Executive Summary

  10. Visibility & Brand Scorecard - Giraffe Performance across key indicators of brand performance

  11. Demand & Usage Scorecard - Giraffe Performance across key indicators of brand performance

  12. 2. Brand Attention

  13. Spontaneous awareness - Restaurants. % naming Giraffe as a restaurant unprompted - Giraffe and competitors Spontaneous awareness: Thinking about restaurants, which names come to mind? (N=24,775)

  14. Positive buzz. % having heard something positive about the brand in last month - Giraffe and competitors Positive buzz: Which of the following have your heard something POSITIVE about in the last month? (N=24,775)

  15. Negative buzz. % having heard something negative about the brand in last month - Giraffe and competitors Positive buzz: Which of the following have your heard something POSITIVE about in the last month? (N=24,775)

  16. Net buzz. % of those who have heard any buzz about the brand in last month - Giraffe and competitors Net Buzz: Which of the following have your heard something NEGATIVE / POSITIVE about in the last month? (N=24,775)

  17. Advertising awareness. % who have seen any advertising for the brand in the last month - Giraffe and competitors Have you seen ADVERTISING for any of the following brands in the last month? (N=24,775)

  18. 3. Brand Health

  19. Awareness benchmarks % who are aware when prompted for each brand - Giraffe and competitors Awareness: When, if ever, have you visited / ordered food from the following...? (Those NOT selecting "I do NOT know this brand") (N=24,775)

  20. Consideration. % who would consider visiting/ordering from each brand - Giraffe and competitors Consideration: Please select all of the brands you would ever consider going to eat / order food from? (N=24,775)

  21. Familiarity benchmarks % who are aware and have an opinion of the brand - Giraffe and competitors Familiar: What is your overall opinion of the following brands? (Those NOT selecting "I don't have an opinion of this brand") (N=24,775)

  22. Affinity. % who say the brand is one they love/like a lot - Giraffe and competitors Affinity: How would you describe your opinion of the following brands? (N=24,775)

  23. Brand Advantage benchmarks % who say the brand is the best/better than others - Giraffe and competitors Advantage: What is your overall opinion of the following brands? (N=24,775)

  24. 4. Demand and Usage

  25. Annual penetration. % who have visited/ordered from each brand in the last year -Giraffe and competitors Penetration: When, if ever, have you visited / ordered food from the following...? (N=24,775)

  26. Aware. Consider, Preference: Profile Awareness, Consideration, and Preference - Giraffe profile - October - December 2017 Considering the places you have visited / ordered from, on a scale of 0-10 how likely would you be to recommend them to friends / family? (Giraffe N=640)

  27. Familiarity, Visitation: Profile Familiarity and Visit - Giraffe profile - October - December 2017 Considering the places you have visited / ordered from, on a scale of 0-10 how likely would you be to recommend them to friends / family? (Giraffe N=640)

  28. Consumer segmentation. % who are aware, current buyers, and lapsed buyers for each brand - Giraffe and competitors - October - December 2017 Consumer segment: When, if ever, have you visited / ordered food from the following...? (N=24,775)

  29. Annual frequency of food purchases benchmarks Average times visited/ordered from each brand in the last year - Giraffe and competitors How many times have you VISITED / ORDERED FOOD from the following brands in the last 12 months?

  30. Consumer segmentation: Profile % who are aware, current buyers, and lapsed buyers for Giraffe - October - December 2017 Consumer segment: When, if ever, have you visited / ordered food from the following...? (N=24,775)

  31. 5. Customer Experience

  32. Satisfaction Satisfaction index based on level of satisfied with their last experience - Giraffe and competitors Thinking about some of the places you have VISITED / ORDERED FOOD FROM in the last month, how would you rate your level of SATISFACTION with your last experience? (N=24,775)

  33. Net Promoter Score benchmarks NPS score (Promoters - Detractors) - Giraffe and competitors Considering the places you have visited / ordered from, on a scale of 0-10 how likely would you be to recommend them to friends / family? (Giraffe N=640)

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