Since 2004, a multinational client ran a global study annually to track “Brand Recommended Most Often (BRMO)” and “Brand Used Most Often (BUMO)” to maintain its advertising claims and Key Performance Indicators among its professional customer base.
This client needed help collating and consolidating data from different countries, multiple time zones, a myriad of reports, and disparate sources into a single report.
Fractal would then anaylze the data to validate the hypothesis on the relationships among internal and external variables to drive BRMO and BUMO for cetain categories of products.
Fractal consolidated all of the data related to BRMO, BUMO, Share of Market, Source of Volume, brands recommended, and sample coverage for 9 countries for 2010 through 2013.
Second, Fractal did a deep dive analysis of certain client brands associated with specific medical conditions across all brands and all countries. Fractal also performed a drivers analysis to establish the relationships among dependent variables and independent variables to determine which factors drove BUMO and BRMO most.
Fractal consolidated the data for all variables across all brands in all countries by dividing variables into two parts: dependent (BRMO) and independent (BUMO, SOV, samples in office and other factors).
Fractal learned that free product samples given to patients and its mass media advertising had a strong influence on the client’s BRMO in most countries, but not globally.
BUMO and SOM have very strong correlations with BRMO in specific product categories where this client has a strong reputation.