HCD Launches Neuro/Psychological Tool for Brand-Product Harmony

FLEMINGTON, N.J., Jan. 3, 2019 /PRNewswire/ -- HCD Research has combined its explicit and implicit research capabilities in media and consumer testing to create a new service optimizing brand and product harmonization. HCD Brand Harmony™ integrates the brand, marketing, and product experience to synergize consumer emotional and perceptual response. Creating seamless, cohesive consumer experiences and blending brand and product perceptions will generate harmony and balance. This holistic experience, matching brand perceptions to product perceptions and vice versa, increases consumer satisfaction and brand equity.

Using a combination of psychological, neuroscience, and traditional market and consumer research methods, HCD Brand Harmony allows marketing and product development teams to confirm that the "Product and Promise" are consistent and congruent. Dr. Michelle Niedziela, VP Innovation & Research at HCD stated "Applying our HCD Brand Harmony approach to consumer research allows marketers and product developers to create cross-functional synergy for brand-message-product harmony. Matching the emotions elicited through advertising to the product perceptions increases consumer satisfaction, and ultimately, product and brand success in market."

Brand Harmony was developed by HCD in conjunction with its academic advisors, and its services were used successfully by major brands during 2018. To learn more about the service, contact Allison Gutkowski ([email protected]).

SOURCE HCD Research