SPA Future Thinking Debuts 'BrandBox' Tracker

UK-based research firm SPA Future Thinking has introduced a new brand performance tracking tool called BrandBox, which includes a measure of the influence of 'Connectors' or advocates.

The company was formed in 2010 through a merger between SPA and Future Thinking (the latter formerly known as TORA). Specialist areas include media, technology, shopper insight, kids and education, and the firm offers services such as concept, product and packaging development, customer satisfaction and employee research.

Developed by the in-house Quantum Lab team, BrandBox provides marketers with a measure of their brand's performance, while evaluating the competitive context, emotional relationship, and the role 'connectors' (advocates) play in determining a brand's position. According to the company, depending on the category, these 'connectors' form about 25% of the population, and by identifying who they are, BrandBox is able to map out how to influence them and drive brand performance.

CEO Jon Priest (pictured) comments: 'BrandBox helps clients to truly understand customer and prospect attitudes and perceptions towards their brands and identify the levers they are able to affect to drive brand success. Connectors add a further dimension and demonstrate our commitment to finding innovative ways to add value to traditional research techniques.'

Web site: www.spafuturethinking.com .