Mobile Detection of Visual Brand Touchpoints

Abstract:

Consumers encounter contacts with brands frequently in everyday life: when opening the refrigerator, passing billboards on a tram ride, viewing ads in print/TV/online media, etc. Measuring such brand touchpoints can both be a valuable feedback channel for marketing and a great source for market research. However, measuring all touchpoints of a single consumer requires many sources and often only delivers incomplete or indirect data. We address the question of how visual brand touchpoints can be measured with a single-source approach and we compare our results to a traditional questionnaire.