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Understanding key behavioral, perceptual and attitudinal dimensions that consumers use to define a category and differentiate their brand choice is critical to product innovation and marketing profitability. MSA's Market Architecture™ is a set of strategic planning and marketing evaluation models developed to help customers understand category structure, brand positioning and equity within and across categories from a consumer's point of view. MSA offers a variety of approaches to understanding, then exploiting, market structure and drivers depending on customer need and the data available. Take full advantage of survey data to capture how product preference behavior is linked to drivers such as attitudes, product characteristics, and consumer need states. Provide a system of analytics that simultaneously addresses the two key elements of marketing strategy, preference drivers and market structure, in the same set of complementary procedures. Develop brand driver profiles to reveal leverageable brand strengths and degree of competition between brands and product categories. Measure the direct impact of brand drivers on market share and use the strength of brand drivers to estimate brand growth potential and profitability. Market Structure The hierarchy of consumer choice provides a view of the category that can be used to guide marketing, communications, and new product development direction and investment decisions. Brand Driver Analysis Understanding what drives demand for a brand is fundamental to the way the brand is positioned and marketed. From a competitive perspective, knowledge of what drives your brand and what drives competitors' brands can be a powerful knowledge base for planning both offense and defense. Brand-to-Brand Competition Brand competition analysis is a strategic tool that allows the marketer to precisely define a brand's competitive frame of reference. This approach develops the brand's competitive frame based on choice, not just perception. Often this reveals opportunity and possible vulnerability from products inside and outside a brand's own category. Growth Potential Market Architecture leverages the complex relationship between preference drivers and actual product demand by showing how equity translates into growth. This is a powerful expression of brand equity that fits nicely into Key Performance Indicators and "dashboard" tracking applications. This application is intended as a guide for resource allocation and also shows a clear path to profitable brand growth. Marketing Return on Investment (MROI) Market Architecture is a key strategic component of MROI work, ensuring marketing spend is (1) targeted at brands and segments with growth and profitability and (2) able to identify product or opportunity gaps for new brand and line extensions. Usable Data Sources Standard Brand Tracking and Attribute Rating Data Brand Health Survey Data Attitude and Usage Studies Custom Segmentation and Positioning Studies Panel Data Point of Sale Data What Can Market Architecture Provide? Market Structure Brand Driver Analysis Dimensions of Brand-to-Brand Competition Brand Growth Potential and Profitability Roadmap Marketing Return on Investment For more info, please contact: Alan Kubrin Download Market Architecture Flyer (PDF)