RKM Acquire™
Acquire™ uses quantitative techniques to identify the specific strategies and tactics companies can use to attract new customers as effectively as possible. Initial qualitative techniques are frequently used to explore the perceptions and experiences that consumers consider when choosing between different providers. The research moves well beyond the traditional emphasis on features and benefits marketing, focusing on perceived and experienced value and brand image. The methodology also separates the mediating influence of cognitive and emotional values on judgment, preference and decision-making.
The Acquire™ methodology uses structural equation modeling (SEM) to show how marketing activities impact consumer perceptions of value—both cognitively and emotionally—and the specific perceptions and experiences that are most closely linked to acquisition. It also delivers an interactive simulator that managers can use to predict how changes in specific perceptions will impact acquisition.
Acquire™ delivers a clear outline of the most effective strategies and tactics to acquire new customers. It can also be used to estimate the relative impact of consumers' perceptions of value and preference. Parsing out these relative weights gives marketers precise information for developing more meaningful communications to acquire new customers. It also delivers a description of the causal relationships between deliberate market impressions (those that are created through advertising, public relations and other paid strategies), incidental market impressions (those that are created through word-of-mouth and other channels) and perceptions of value and preference. This information gives marketers critical insight to attract new customers.
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