2. Research Objectives
1. BUILD A BRAND DRIVER EQUITY MODEL
Quantify to what extent different attributes contribute to a high NPS
for a brand
2. MEASURE NPS EFFECT OF PREMIUM
OUTDOOR
Quantify NPS (& brand equity) movement amongst commuters
seeing Premium Outdoor
3. Which statements drive NPS
Is a brand I love 127
Is a brand I aspire to own 121
Is an exciting brand 110
Is a desirable brand 107
The higher the
Is an innovative brand 105
statement in the
Is a trustworthy brand 103
list, the more likely
Is a stylish brand 101
101
it is that a
Offers great value for money
Are industry leaders 101
consumer who
Is a reliable brand 100 agrees with that
Is a powerful brand 98 statement about a
Are experts in what they do 97 brand will then go
Is straightforward and down to earth 97 on to recommend
Is a confident brand 95 that brand
Is a modern brand 94
Is a successful brand 93
Is unique 88
Is a premium brand 84
Is an iconic brand 79
Source: The Brand Promoter Study 2012 (JCDecaux/Boxclever)
4. Premium Outdoor and NPS
Across four different campaigns over
four different categories. The likeihood
of recommending each brand was test –
those who had been exposed to
Premium Outdoor vs those who had not
5. Premium Outdoor shifted the same attributes that are
most likely to shift NPS (4 out of the top 5)
Control Test Recognised Movement
A Brand I Love 4.9 6.0 +21%
A Brand I Aspire To Own
1 5.2 6.2 +19%
An Exciting Brand
2 5.7 6.4 +13%
A Unique Brand
3 5.7 6.4 +13%
An Innovative Brand
17 5.9 6.6 +13%
5
Source: The Brand Promoter Study 2012 (JCDecaux/Boxclever)
6. The end result…
Premium Outdoor delivers x2 Promotion
Brand Promoters
19%
‘Brand Promoters’
10% - those who score
a brand 9 or 10
out of 10 on NPS
question
Commuters Premium Outdoor
Source: The Brand Promoter Study 2012 (JCDecaux/Boxclever)
