As part of a strategic re-positioning from a shipping line to an integrated logistics provider, Maersk wanted to explore perceptions of its brands to reveal their health across key markets and benchmark performance against key competitors.
Verve developed a global brand tracker in which 2,750 B2B interviews are collected bi-annually with logistics decision makers across 32 markets in every continent.
Questionnaire coverage includes traditional brand tracker KPIs along with implicit testing (“fast choice”) of brand perceptions. The “fast choice” measure can be thought of as a measure of ‘System 1’. The faster an attitude comes to mind, the more likely it is that it’s a strong attitude, an emotional attitude and one that is more likely to drive behaviour.
Ultimately, Verve created and delivered a lean set of easily accessed commercially linked metrics to get to the issues that need exploration and action – by syncing these with the Maersk B2B Community Panel, the team has then been able to investigate these in a flexible and targeted way.