The Conversion Model is a psychological measure of human behaviour which
gives you an in-depth understanding of what drives consumers and also offers
actionable strategies for growing the brand.
Why is commitment TNS' measure?
To manage your brand effectively, you need to understand commitment. Why do
some customers tell you they are extremely happy, and yet switch brands? Why do
others who continually complain stay with you?
Traditional research methods like customer satisfaction and loyalty measures
can't give marketers the answers to such behavioural paradoxes. Without an
understanding of the way that people feel about your brand, you run the risk of
adopting the wrong strategy.
That's why at TNS we use the Conversion Model™, the world's leading measure
of commitment. Commitment is about the power and attachment your brand has in
people's minds. It's about how strong your brand is. It's about how it compares
to your competitors.
Why are committed consumers important to a brand?
■ They need less persuading to repurchase the brand
■ They are more resistant to competitive claims
■ They are less likely to accept alternatives when their usual
brand is unavailable
■ They are less price sensitive than
uncommitted consumers
■ They have more positive attitudes about
"their" brand than uncommitted consumers
■ Commitment has been
proven to be indicative of future behaviour
What are the benefits of the Conversion Model?
The Conversion Model™ helps marketers understand their consumer in terms of
their commitment to the brand, providing information about how best to manage
the relationship. It explains the paradoxes that other methods can't.
Validated worldwide in over 5,000 studies and used by over 90 multi-national
in 100 countries, Conversion Model™ gives you the winning edge. It assesses your
brand's overall position in its market; identifies its strengths and weaknesses;
ascertains how other brands in your market compare; analyses the switching
patterns amongst your users; and identifies the geographical and product
categories which will be easiest for your brand to penetrate.
Contact
Ilva Pudule
t +371 67 096 300
e ilva.pudule@tns.lv
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