Vision Critical Debuts Brand Equity Tool

Panel and research technology specialist Vision Critical has launched a platform bringing together consumer feedback, market assessment and investment analytics, for more than 4,000 brands across 200 categories.

Built on the firm's insight community technologies, the new 'Brand Equity Relationship Assessment' platform (BERA) links consumer perception of a brand to key drivers such as changes in product, pricing, communications, distribution and service, aiming to influence financial performance across a range of brand categories.

The tool has been developed through a partnership with business intelligence firm MicroStrategy and predictive analytics company Applied Predictive Technologies (APT), to help organizations better understand the implications of current business decisions and those to come, including the level and allocation of marketing investments.

Through APT's software, brands can use the platform to test brand strategies, messaging and concepts before going to market, while modeling and tracking tools enable users to monitor relationships with new customers. MicroStrategy Wisdom within the BERA platform helps capture Facebook affinity and popularity measurements across demography and geography, to provide social media reputation analysis.

Vision Critical Group CEO Scott Miller (pictured) says the launch was driven by the enthusiasm of clients at the firm's recent 'summits', and adds: 'Just as important was the opportunity to leverage MicroStrategy's Wisdom solution and APT's predictive analytics to make BERA a powerful solution independently and as an enhancement to our Insight Community capability.'

Web sites: www.visioncritical.com , www.microstrategy.com and www.predictivetechnologies.com .