The way we define which attributes to use in an implicit test is through (a) looking through our huge database of attributes, (b) discussions with the client and (c) by searching for relevant sites on the internet and applying our WAPS tool.
This can take one or more website addresses and crawl through counting the words used on the site. It can also search subdirectories of the website or analyse text pasted into the textbox. The output is a frequency table and a word cloud (the frequency is represented by size of the word).
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Picking the right partner for a brand, whether that’s a celebrity or a sponsor, is harder than it looks. High profile and well-liked doesn’t automatically mean the right fit, and a mismatch can do real damage to a brand even when it’s not immediately obvious why.
Two clients came to us with versions of
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That gap is called a brand gap, and finding it is