The ‘MERK MONITOR’: A data-driven approach towards capturing Brand Experience.

Master Thesis Strategic Product Design

by Peter de Jong

The ‘Merk Monitor’: A data-driven approach towards capturing Brand Experience

July 2019

AUTHOR Pieter de Jong [email protected]

MASTER THESIS MSc. Strategic Product Design Faculty of Industrial Design Engineering Delft University of Technology

GRADUATION COMMITTEE Chair | Prof. Dr. H.J. Hultink Faculty of Industrial Design - Product Innovation Management

Mentor | Dr. A.-M. Kranzbühler Faculty of Industrial Design - Product Innovation Management

Company mentor | Ir. A.K. Hutter Creative Strategist The mystery of the human mind, by Robert Flud. Preface

You are about to read the thesis of my Anne, thank you for helping me improve graduation project for the master Strategic my academic writing and for sharing your Product Design at the Delft University of expertise on experiences. You also showed Technology. me when and where I should rely on my own choices, which was helpful. For the last 6 months I bravely explored the multidimensional topic of Brand Erik-Jan, thank you for reminding me that Experience. This thesis is the result of I am a (strategic) designer by heart. This unravelling my intertwined thoughts of the advise gave me guidance through the whole complex construct into a linear story. As project. always: the end is here too soon. I met a lot of interesting people at GuiltyPeople and I also want to thank my friends and family during this project, to which I would like to who supported me, even though I was busy express my appreciation. writing this thesis. I especially want to thank my fiancée for At first, I want to thank God for blessing me supporting me every day. Listening to my with the amazing opportunities I got and the stories and pointing out my communication people I met during my studies. flaws was extremely valuable to me.

Furthermore I want to thank all the people I truly wish readers will gain some new who made this project possible and for insights from reading this thesis. letting me contribute to an actual project . Also to all the people who made time for me and the purpose of this thesis. Sincerely. There are a few ones I like to highlight:

Arne, thank you for being my ‘soundboard’, always making time for my questions. Your practical thinking really helpt me futher in moments where I was stuck in my own Peter de Jong process. Executive summary

During the 1980s the ‘experiential view’ of The design process proposes a set of a consumers buying process was proposed variables (measurements) to give insight in literature. Since then, the experience a in the four dimensions. Each dimension is consumer has when interacting with a brand made up of three attributes, which can be (Brand Experience) has been a frequently measured either with observant variables discussed topic in research and practise. or surveying variables. Measurements are Different disciplines propose measurement mostly done at digital touch points, such scales to capture this brand experience (BE). as social media, the website of the brand or However literature does not agree on one through surveys via for example e-mails. generally accepted method. The marketing As different attributes are valuable for practise extensively utilises simple evaluative different clients of GP, a selection toolkit is surveys such as the NetPromotorScore (NPS) made. and CustomerSatisfaction (CSat) to evaluate When a selection of fitting variables is the BE of a consumer. decided upon, they form the metrics of the As the world is becoming more and more dashboard together. The thesis proposes digital oriented, consumers leave digital a dashboard containing ten variables as behavioural traces. This brings new starting point. When the dashboard is measurement possibilities. implemented and used right, both GP and the client will be able to analyse the BE and Accordingly, this thesis proposes a data- anticipate on this analysis. driven method for measuring BE. The The launch of the dashboard will make method is manifested through the design GP able to monitor BE through real-time of a digital tool. This resulted in the measurement. This contributes to GP being MerkMonitor, a digital dashboard which an expert in BE. analyses the experiences consumers have when interacting with a brand. Finally, the Merk Monitor was evaluated through six sessions with Strategists, Originating back to psychology, literature Technology experts and clients. Also a MVP identifies that this brand experience was developed and a prototype was explored consists of Sensorial, Affective, Cognitive to ensure feasibility. and Behavioural responses. Literature shows This led to recommendations for futher a call for new types of measurement to developping and implementations of the capture these dimensions. product. Reading Guide

The thesis is made up of five parts, each containing several chapters. On the left, the purpose of every part is explained. Each chapter starts with a short introduction which explains the content. Most chapters are concluded by a short conclusion on the content in the chapter.

Project Highlights Background Important takeaways for GuiltyPeople are Introducing the graduation project and its highlighted in green bold text. initiators. Presenting the framed problem and how the problem will be approached. ABBREVIATIONS AND KEY TERMS BE - Brand Experience IDE - Industrial Design Engineering B2C - Business to Consumer I. Conceptual B2B - Business to Business Framework SME - Small and Medium Enteprises LoR - List of Requierments Understanding the construct of brand experience NPS - Net Promoter Score through conducting a literature study. CSat - Customer Satisfaction CES - Customer Effort Score IOT - Internet of Things API - Application Programming Interface

discover CMS - Content Management System e.g. - exempli gratia (for example) II. Exploration et. al - et aliii (and others)

Deepening the academic knowledge on BE by Brand stuyding the field of practise. Focussing on Identity (mark) of an organisation or firm, manifested as asset. the business, human and technology domains, Consumer A person that uses goods or services. insights are deduced to a design brief. Brand Experience Subjective internal consumer responses (sensations, feelings and cognition) and behavioural responses evoked to a brand’s

define offering during the entire customer journey. Customer Journey III. Ideation Sequence of interactions a consumer has with a brand. Metric Creating possible solutions answering the design Figures or statistics that measure results. Measurement brief. Collecting data at a certain place. Scale

develop Series of questions used to make up a score. Data IV. Conceptualisation Facts and statistics collected as quantities or characters. Dashboard Delivering the final concept which answers the Digital overview of metrics. Front-end design brief and the framed problem. The part of a digital system which is interacted with directly. Back-end The part of a digital system which is not directly acessable. BE Dimensions deliver Segmentation of BE on sensorial, affective, cognitive and behavioural level. V. Conclusion BE Attributes Indicators for defining the BE dimensions BE Variables Evaluation of the deliverables and Specific measurement possibilities for measuring recommendations for future research and BE attributes. development. Table of Contents

PROJECT BACKGROUND

1. The republic of GuiltyPeople...... 10 2. Problem and assignment...... 12

I. CONCEPTUAL FRAMEWORK

3. The Brand Experience framework...... 16 4. Dimensions of Brand Experience...... 19 5. Measuring Brand Experience...... 22

II. EXPLORATION

6. Trend research...... 24 7. Technology scouting...... 26 8. Market research...... 28 9. Consumer understanding...... 30 10. Window of Opportunities...... 32 11. Design brief...... 33

III. IDEATION

12. Data visualisation...... 38 13. Design process and design directions...... 40

IV. CONCEPTUALISATION

14. The ‘Merk Monitor’: Form and Content...... 44 15. The ‘Merk Monitor’: Set-up and Proposal...... 48 16. The ‘Merk Monitor’: Monitoring BE...... 51

IV. CONCLUSIONS

17. Product Evaluation...... 53 18. Recommendations...... 56 19. Project Conclusion...... 60 20. Limitations and future research...... 61 21. Personal reflection...... 62

BIBLIOGRAPHY...... 63 APPENDICES ...... 66 Project Background

This Graduation topic is initiated by GuiltyPeople (GP), “A human centred creative agency.” The thesis focuses on measurement of Brand Experience (BE). GP is expanding their method (Research, Create, Implement) with a new phase: ‘Measure’ (Figure 1) and the aim of this thesis is to provide them the insights needed for measuring BE. As the world is becoming more and more digital oriented, this brings new measurement possibilities for BE. Designing for BE measurement will contribute to the practical application of brand experience literature.

RESEARCH CREATE IMPLEMENT MEASURE

Find opportunities Brand-worthy solutions Improve Brand Experiene Analyse and guide

Figure 1, GuiltyPeople’s version of the Fuzzy Front End model by Sanders and Stapper (2008). 1. The republic of GuiltyPeople

To understand the motivation behind this thesis, first the initiator (GP) is introduced. This chapter will discuss the history of GuiltyPeople and highlight its current incentives.

ISM E-GROUP GUILTYPEOPLE GP is part of the ISM eGroup, containing In 2006 GP became an independent GuiltyPeople (creative agency), ISM company accompanied by their own e-company (e-commerce) and SANA positioning. Nowadays GP is a team of (commerce) (Fig. 2). GP has its origin as 25 creative people, among which are design department of ISM e-company, strategists, creatives, designers, developers being of service through designing and support employees. They deliver e-commerce websites. ISM e-company creative solutions along the complete aims at maximising e-commerce success for customer journey of their clients. GP’s retailers. With expertises in strategy, web- work is mostly manifested in developing shop development, web-shop design and online platforms, advertising, creative online marketing, they work on improving campaigns and digital concepts (Fig. 3). They the (online) customer journey of their concentrate their clients in the cultural and clients. Especially, ISM e-company shows leisure industry. useful overlap with this thesis. Their focus GP’s working method is based on the Fuzzy on the customer journey, accompanied Front End model. Originally having the core experiences and their development strength in creating creative solutions, GP of dashboard solutions will be used as has capabilities to base their creations on inspiration and expert input. thorough research into end-consumers

~200 25 ~z200

STRATEGY BRANDING MARKETING DEVELOPMENT HOSTING

Business Identity SEO Drupal Shared Design Flow SEA Magento Dedicated Technology Wireframing Conversion Sana Global Operations UX E-mail Umbraco Cloud Social Visual Affiliate Wordpress 24/7 Brand Style guide Display Interfacing Crossmedia Marketplaces Front-end Campaigns Copywriting Back-end Content Partner program

Figure 2, organisational structure of ISM E-group, including size and expertises.

10 Peter de Jong Digital Platforms (Fig. 1). To fulfil the implementation phase, GP has employees located in Sri Lanka, Bringing communities and interests together in digital meeting places. specialised in development and hosting (Fig. 2). Advertisement Through All Channels Mission The perfect moment, the right Placing abundant emphasis on being ‘human place, a relevant message and the ideal target group. centred’, GP focusses on the end-consumer. This results in letting the end-consumer Creative Campaigns & Branded Content experience the brand of GP’s clients to the One core message, thousands ways fullest. (Fig. 4, old scenario) to tell it, millions of people to Hence, they call themselves ‘brand connect to. amplifiers’: “Making end-consumers Digital Experiences happy and turn them into ambassadors by Adding to the offline brand providing brand relevancy”. experience through service concepts. Vision GuiltyPeople wants to be the expert on BE Figure 3, GuiltyPeople’s Deliverables 1. GuiltyPeople (2019, for the culture and leisure sector in the March 19) General GP 1 slide. [internal pres- Netherlands. satisfied with GP’s work or not. Providing entation] To get there, they are exploring the concept measurement-based insights could of quantitatively or qualitatively validating overcome friction in fulfilling the evaluative the experiences provided by GP’s clients. need of GP’s client. As more and more Therefore GP plans on expanding their consumers leave digital traces of their method with a measurement phase. (Fig. online behaviour, this data could provide 1) This measurement will lead to better valuable insights. understanding of BE and create lasting relationships with clients. GP realised that the world of measuring experiences is complex and saturated with In 2018 GP started exploring the different perspectives on the construct. measurement of brand experiences over Accordingly this led to the problem the complete customer journey. In contrast addressed by this thesis. to designing based on intuition and gut- feeling, they questioned: Could the added value of our solutions be determined and validated through BE measurement? (Fig. 4, new scenario) This evaluative thinking was normally executed by the client, either being

creates solutions creates solutions

Client End- Client End- of GP consumer of GP consumer ? perceived BE measures BE

OLD SCENARIO NEW SCENARIO

Figure 4, Situation of GuiltyPeople’s business before and after 2018.

The ‘Merk Monitor: A data-driven approach towards capturing Brand Experience. 11 2. Problem and assignment

This chapter presents the problem of the thesis . The research question is introduced. The scope is explained to provide focus in answering this question.

2. Tynan, C., & PROBLEM Project focus McKechnie, S. (2009). Experience marketing: Brand or customer experiences are widely An experience occurs when a consumer a review and reas- studied and practiced over the last three interacts with a brand. Multiple input sessment. Journal of stimuli (antecedents of BE) will cause the marketing manage- decades, due to their competitive advantage ment, 25(5-6), 501-517. over services and products. Still, the experience in the head of the consumer. content of the BE construct itself seems Due to having this experience, multiple will follow. 3. Brakus, J. J., to be a ‘black box’, as literature provides consequences Schmitt, B. H., & multiple views on its components. There is Zarantonello, L. Literature seems to lack consensus in what (2009). Brand experi- a need for more (empirical) studies on the ence: what is it? How construct, providing better management BE antecedents and consequences are. is it measured? Does it and anticipation on consumer behaviour 2, 3, Concluding from an overview of constructs affect loyalty?. Journal (Appendix A) antecedents are environmental, of marketing, 73(3), 52- 4, 5. Literature already provides measurement 68. brand or consumer related. Consequences scales for capturing the BE construct, yet are mostly named Loyalty, Satisfaction and 4. Nysveen, H., Ped- these scales are merely question based. Attitude. ersen, P. E., & Skard, Conducting intensive interviews or surveys S. (2013). Brand expe- for capturing experiences takes time and riences in service or- The marketing profession extensively ganizations: Exploring frustrates many consumers. Therefore GP studied and utilised the consequences of BE. the individual effects is also in search of new methods which of brand experience They are predominantly expressed through dimensions. Journal of capture the perceived experience in a more sales, equity and conversion metrics. (value Brand Management, efficient way. 20(5), 404-423.of mar- realisation for brand) keting, 73(3), 52-68. This results in the following research However due to their evaluative nature, question: these metrics lack the insight in how exactly consumers perceive an experience. As the consumer is the one who finally assesses How can GuiltyPeople measure the value of the BE, this thesis focusses on Brand Experience, perceived by the consumer perspective to measure the consumers through different ways actual perceived experience.6 of data collection at touch points Diving into the black box of this ‘consumer- across the customer journey? perceived-BE’ is attempted by only a handful of studies. Through connecting different literature streams on BE, this thesis takes 5. Kranzbühler, BE theory into practice by designing a A. M., Kleijnen, M. To answer this question, existing H., Morgan, R. E., & frameworks for the measurement of BE are novel method and tool for measuring BE. Teerling, M. (2018). studied. It is key how these measurements Translating literature into a convenient The multilevel nature concept will especially be beneficial for of customer expe- can be translated into an understandable rience research: an service. creatives and brand practitioners. integrative review and research agenda. In- To provide focus in this study, a clear ternational Journal of scope will be set by isolating BE from other Management Reviews, 20(2), 433-456. constructs (Fig. 5).

6. Ibid., 1

12 Peter de Jong Antecedents

value proposition environmental intput value expectation

Brand Brand Experience Consumer

value realization value perception

Consequences

Figure 5, The main challenge of the thesis: capturing percieved BE (in green)

Practical relevance ASSIGNMENT In practice, BE measurement will help to The main deliverable is a novel designed understand interactions with a brand. This and validated method to capture BE. (Fig. understanding will result in better designed 6) This measurement method should be solutions concerning consumer needs. applicable for each client. Key questions for the method will be: ‘What framework is Quantitative verification of creative suitable for measuring experience?’, ‘What concepts will show clients the are the important touch points?’ and ‘In successfulness of branded content. which ways can data be collected?’. Measuring this realtime will improve The question ‘How can results be timing for adapting brand strategy. New communicated clearly?’ is answered through brand strategies will create new business designing a digital tool, accompanied by opportunities for GP. A subscription a basic operating MVP. The tool provides model for using the method could provide a set-up of how data is displayed and continuing cash flows and long-term integrated. relationships for GP. Following the philosophy of IDE, the designed tool should be presentable to For clients in the cultural sector, metrics clients (human), provide GP with insights in could provide justification for receiving BE (business) and is technological feasible subsidy in reaction to BE investments. (technology).

METHOD

Journey Brand Experience

~ ~ ~ ~ Touch Points

Actions for GuiltyPeople

Technology

minimum viable product

COMMUNICATION TOOL

Figure 6, The main deliverables of the graduation project.

The ‘Merk Monitor: A data-driven approach towards capturing Brand Experience. 13 PROJECT APPROACH This thesis follows the approach of the ‘double diamond’ model, pictured in Figure 7.

Conceptual framework Ideation The thesis opens with a literature study, The ideation phase will show the answer to fundamentally discover the domains of to the design brief through designing the BE. The search for a practical experience method and tool to capture BE. Deliverables measurement scale will be the main focus. are developed through validation with the cultural clients (practical validation) and Exploration discussion with data experts (technological The exploration phase will expand literary validation). knowledge to the field of practise. Through individual desk research and internal/ Conceptualisation external interviews, practical insights will The final proposed dashboard is delivered be defined to answer the problem. All these in the Conceptualisation phase. This is insights will be combined in the design accompanied by an implementation plan and brief, providing requirements for the design recommendations for future development. halfway in the thesis.

Conceptual Framework Exploration Ideation Conceptualisation Conclusion

Design discover define develop deliver Brief

day 1 day 50 day 100

Figure 7, Approach, based on the Double Diamond method.

14 Peter de Jong Part I. Conceptual Framework

To answer the research question: ‘How can GuiltyPeople measure Brand Experience, perceived by consumers through different ways of data collection at touch points across the customer journey?’ it is important to fully understand the construct of Brand Experience. This part of the thesis provides a strong fundament by studying academic research. This will especially be useful for a topic exposed to so much different perspectives.

CONCEPTUAL FRAMEWORK

define deliver

develop discover

LITERATURE STUDY

day 1 day 50 day 100 3. The Brand Experience Framework

7. Ibid., 3 This chapter will shed light on the widespread academic topic of brand experiences.

8. Pine, B. J., Pine, J., Prior to understanding the measurement of brand experience, the construct itself & Gilmore, J. H. (1999). 7 The experience econ- needs to be clear. First BE will be defined and accordingly the framework will be omy: work is theatre & every business a stage. discussed. Harvard Business Press.

differentiated 9. Ibid., 4 stage Academic research proposes multiple Experiences reviews and agendas in the topic of 10. Poulsson, S. H., & 11, 12, 13, 14, 15 Kale, S. H. (2004). The customer and brand experience. experience econo- deliver Competitive Services After decades of studies on consumer my and commercial position experiences. The behaviour, literature proposes a new marketing review, 4(3), experiential view on consumer behaviour make 267-277. Goods around the 1980s. Holbrook and Hirschman 11. Palmer, A. (2010). (1982) are mostly credited as first to Customer experience extract present the ‘experience’ construct, management: a critical Commodities review of an emerging undifferentiated which they call consumer experience.16 idea. Journal of Ser- market premium vices marketing, 24(3), Since then this construct appears with 196-208. Pricing different terminology, such as experiential marketing17, customer experience18, brand 12. Lemon, K. N., & Figure 8, The progression of economic value. (Pine and Verhoef, P. C. (2016). 19 20 Understanding Gilmore 1999) experience , service experience , etc. customer experience These studies are spread across different throughout the cus- disciplines (e.g., brand, marketing, tomer journey. Journal Designing and selling experiences (around of marketing, 80(6), psychology, management) and lack 69-96. products) will deliver additional economic 21, 22 value to extracting commodities, making consensus in defining the construct. 13. Ibid., 3 goods and delivering services. (Fig. 8) Although perspectives can differ slightly, for 14. Hwang, J., & Seo, the sake of clarificationthis thesis regards S. (2016). A critical This results in competitive advantage for review of research on companies in markets where products and all different terms as describing the same customer experience services lack to deliver this competitive construct. Academic scholars mostly agree management: Theo- that the BE construct involves sensorial, retical, methodological advantage.8, 9 Through the right combination affective, cognitive and behavioural and cultural perspec- of services and goods, a memorable event tives. International attributes. (p. 19) However in practice, we Journal of Contem- where experiences occur is created. These see that companies mainly utilise evaluative porary Hospitality experiences provide cretain value for Management, 28(10), attributes to measure BE. Frequently 2218-2246. consumers and therefore for companies. occuring examples are Net Promotor Score23 15. Ibid., 5 (Fig. 5, p.13) For example, an experience and CustomerSatisfaction24. 16. Holbrook, M. B., could be successful when it leads the & Hirschman, E. C. consumer to purchase behaviour. 10 The thesis follows the work of Brakus et (1982). The experien- al. (2009) and Lemon and Verhoef (2016) tial aspects of con- Plenty of studies already have recognised sumption: Consumer this importance of brand or customer by sticking to the term ‘Brand Experience’ fantasies, feelings, (BE), defining it as ‘subjective internal and fun. Journal of experience, both in practice and research. consumer research, consumer responses (sensations, feelings and 9(2), 132-140. cognition) and behavioural responses evoked 17. Schmitt, B. (1999). to a brand’s offerings during the entire Experiential market- ing. Journal of mar- customer journey.’ keting management, 15(1-3), 53-67.

16 Peter de Jong 18. Berry, L. L., Car- bone, L. P., & Haeckel, 1 prepurchase purchase postpurchase S. H. (2002). Managing the total customer experience. MIT Sloan customer owned management review, touchpoint 43(3), 85-89. dynamic partner owned experience 19. Ibid., 3 touchpoint 20. Maklan, S., & Klaus, social owned P. (2011). Customer touchpoint experience: are we measuring the right brand owned things?. International touchpoint Journal of Market Re- search, 53(6), 771-772.

21. Ibid., 11 customer static 22. Ibid., 5 journey experience 23. Reichheld, F. F. (2003). The one num- ber you need to grow. Harvard business review, 81(12), 46-55. value proposition value expectation 2 Experience CONSUMER BRAND 24. Bolton, R. N., & value realization value perception Drew, J. H. (1991). A longitudinal analysis of the impact of service changes on customer attitudes. Journal of Figure 9, Integrated framework of brand experiences along the customer journey. marketing, 55(1), 1-9.

25. Rawson, A., Dun- This definition can be explained in two into three phases: the phase where purchase can, E., & Jones, C. (2013). The truth about parts: happens, phases prior to purchase and customer experience. 1. The brand experiences itself: phases following purchase. Harvard Business Review, 91(9), 90-98. subjective responses emerging in The touch points along the customer the mind of the consumers when journey can be categorised into four groups. 26. Ibid., 12 interacting with a brand over time Brand-owned touch points, which are 27. Homburg, C., Jozić, 2. The framework around BE: multiple in control by the brand itself. (e.g. their D., & Kuehnl, C. (2017). website) Partner-owned touch points Customer experience interactions with the brand along the management: toward complete customer journey. (e.g., a payment platform), which are in implementing an To understand this definition of experience, control by other (partnering) companies. evolving marketing concept. Journal of the first the framework around it is explained. Customer-owned touch points, which are Academy of Marketing Then we dive into the experience itself by in control of the customer itself. (e.g., word Science, 45(3), 377-401. defining the dimensions it is made up from. of mouth) Social/external touch points 28. Gentile, C., Spiller, are controlled by all others, such as peers, N., & Noci, G. (2007). EXPERIENCES DURING THE CUSTOMER other customers, other environments (e.g., How to sustain the customer experience:: JOURNEY newspapers). An overview of expe- Lemon and Verhoef (2016) ask explicitly for rience components Touch points that co-create value research on how these different types of with the customer. BE can be conceptualised as a journey with a touch points contribute to the experience or European manage- firm over time, called the ‘customer journey’. how dimensions of experience contribute to ment journal, 25(5), 395-410. This journey contains multiple touch these touch points. 29. Ibid., 12 points.25, 26 These touch points are defined As improving brand-owned touch points is 30. Ibid., 5 as points where the customer interacts GP’s core business, this thesis has it’s focus 31. Ibid. in any way with a company or the brand. on brand-owned touch points. However, Companies are encouraged to optimise companies should also try to manage the 31 these different touch points continually.27 different-owned touch points affecting BE . Delivering and consulting towards all touch Figure 9 shows an integrated framework points could be of relevance for GP’s future proposal, based on existing frameworks28, strategy. 29, 30. The customer journey can be divided

The ‘Merk Monitor: A data-driven approach towards capturing Brand Experience. 17 32. Ibid., 11 As for GP’s clients and due to the necessity SUBJECTIVE RESPONSES TO 32 OFFERINGS of context specific measurement , the 33. Ibid., 5 customer journey in this thesis will focus An ‘experiential view’ is an enlarged view of traditional consumer purchase decisions. 34. Ibid., 4 on the cultural sector. This topic will be elaborated in Chapter 8 (p.28), where this The experiential view is phenomenological* in spirit. In this view, based on inputs from 35. Ibid., 2 journey is identified. the environment and the consumer itself, 36. Frow, P., & Payne, A. (2007). Towards Time an internal responsive system in the human the ‘perfect’customer Interacting at each touch point creates a mind will create an experience with a brand, experience. Journal of 42 Brand Management, ‘static’ experience, at one moment in time. see Figure 10 . This experience construct 15(2), 89-101. Encountering multiple touch points over should encompass cognitive, affective and 37. Ibid., 11 time creates a ‘dynamic’ experience33. BE behavioural intentions, which makes it spans multiple static experiences, as a superior to constructs such as customer 38. Ibid., 25 43 consumers’ interaction with a brand is satisfaction and service quality . 39. Ibid., 12 in general not limited to one specific 34 Accordingly Brakus et al. (2009) propose 40. Ibid., 5 experience . Additionally, a dynamic approach potentially embraces a consumers’ a scale, capturing BE in four dimensions: 41. Ibid., changing behaviour over time. Numerous Sensorial, Affective, Cognitive and Behavioural. They extensively researched 42. Ibid., 16 studies advice BE management through the the BE construct among different disciplines whole lifespan of a consumer35 36 37 38 39, 40. 43. Ibid., 11 44 Measurements at static moments combined and draw on mind modularity and 45 44. Dube, L., & Lebel, J. could provide insight into the dynamic experience categorisation to settle on the (2003). The categorical structure of pleasure. experience. Especially because consumers four dimensions. Brand experiences vary in Cognition and Emo- tend to communicate their overall intensity, valence, and strength. Some are tion, 17(1), 263-97. experiences with a brand, although asked more intense, are more positive or even 45. Pinker, S. (1999). at specific moments in time41. negative and some last longer. How the mind works. Annals of the New Having defined the framework around BE, York Academy of the remaining question is: What exactly The next chapter further unfolds the black Sciences, 882(1), box of BE by future investigating the scale by 119-127. defines this experience in the mind of the consumer? To define this the interaction at a Brakus et al. (2009). touch point needs to be examined closely.

Environment and Brand Experience Consequences consumer inputs Internal Response System Figure 10, Simplified experience framework by Holbrook and Hirschman. (1982)

*Philosophical study of experience and consciousness

18 Peter de Jong 4. Dimensions of Brand Experience

This chapter discusses proposed perspectives on BE. The four dimensions by Brakus et al. (2009) are selected to be the fundament of brand experience measurement. Each dimension will be explained accordingly.

Affective, Cognitive Sensory and Relational Sensory, Affective, and Behavioural addded Cognitive and Behavioural Psychology (Schmitt 1999) (Brakus et al. 2009)

Experiental view Brand Experience (Holbrook and Hirschman 1988) (Brakus et al. 2009) Figure 11, History of BE dimensions.

46. Ibid., 16 Although multiple attempts to dimension an BRAND EXPERIENCE AND experience are done, they differ. Appendix C DIMENSIONS 47. Kim, J., & Fesen- maier, D. R. (2015). shows an elaborative study of multiple scales Following the work by Brakus et al. (2009), Measuring emotions in and attempts. BE will be captured through the proposed real time: Implications dimensions. This perspective provides a for tourism experience The psychology and social discipline divide design. Journal of the human mind in affective, cognitive holistic brand focus which is aligned with Travel Research, 54(4), and behavioural (or conative) dimensions. GP’s vision. 419-429. (Fig. 11) This was also the starting point Flattening the origination of an experience, of BE literature46. Schmit (1999) added a the human mind reacts in a certain order sensorial and relational dimension. Later to stimuli (Fig. 12)47. Present stimuli evoke the relational dimension was left out and sensation through the human senses. The together they are called Brand Experience. resulting perception will vary per individual. Again another individual filter is passed as perception is processed into certain affective and cognitive responses. Each

Sensation individual individual individual filter filter filter Attitude Emotional Vision Response Hearing Smell Taste Environmental Perception Behaviour Stimuli Touch Proprioception Temperature sens Pain Cognitive Response Memory

Figure 12, The sequence of BE dimensions in the human mind.

The ‘Merk Monitor: A data-driven approach towards capturing Brand Experience. 19 48. Evanschitzky, H., individual will decide and react differently Iyer, G. R., Plassmann, H., Niessing, J., & to these internal responses, resulting in Meffert, H. (2006). The different behaviour, memories and attitudes. relative strength of affective commitment in securing loyalty in The BE scale contains four dimensions, service relationships. which are determined by three question Journal of Business Research, 59(12), 1207- items. These sensory, affective, cognitive Affective dimension and behavioural dimensions will be The affective responses in the human brain 49. Krishna, A. (2012). 48 relate to all different types of emotions An integrative review explained separately (Table 1) . of sensory marketing: and sentiments, felt by the consumer. For Engaging the senses example a TV advertisement can create a to affect percep- tion, judgment and relatable sentiment of feeling belonged. behavior. Journal of Derived from the relational dimension, consumer psychology, 22(3), 332-351. affective commitment is also part of the affective dimension. (Appendix C) 50. Ibid., 47

Sensory dimension The sensory dimension captures everything what is experienced in relation to your senses; sight, sound, touch, taste, smell, temperature and pain. Multiple studies are Cognitive dimension already done on multi-sensory marketing, Cognitive responses cover the thinking differentiating the effect of (varying) 49, processes in the brain. Creativity, problem sensation stimulation in advertisement solving and analytics are all part of your 50 . For example, sight enables aesthetics to cognition. Possible marketing examples evoke an experience. As GP mainly delivers are a campaign which lets you think about services related to sight, this thesis regards the environment or politically designed the sensory dimension as visual dimension. campaigns.

Cognitive

Table 1, The four dimensions of BE , their content and accompied items.

20 Peter de Jong 51. Ibid., 17 Behavioural dimension This dimension stresses if a brand 52. Ibid., 16 stimulates to act accordingly. It applies 53. Ibid., 12 during an experience, resulting in change of consumer behaviour. This could be a change in lifestyle, for example inspired by role models51. On a smaller level this could be to buy something. Behaviour can be seen as result of the internal response system52,53, yet is regarded as part of the experience. Actual behaviour brings the most possibilities for measurement. Especially digital behaviour, could be easily expressed in numbers. For this dimension the challenge lies in selecting what is exactly relevant to measure.

Altogether these four dimensions holistically make up a BE. Continuing to answer the research question, literature already provides multiple criteria for measuring this construct. The next chapter will dive into this measurement of BE.

The ‘Merk Monitor: A data-driven approach towards capturing Brand Experience. 21 5. Measuring Brand Experience

In addition to explaining the BE construct, this chapter discusses measurement of the BE construct. Different requirements for measuring BE are found in literature. These will help in setting up guidelines for the design brief.

54. Melnyk, S. A., Metrics are necessary for performance scale62. Existing scales are entirely Stewart, D. M., & Swink, M. (2004). Met- measurement and therefore essential to questionnaire based. These questionnaires rics and performance the success of a companies’ strategy54. may lack measuring affective components measurement in 63 operations manage- Resonating with the scales in literature over time . Nysveen et al. (2013) even argue ment: dealing with the (Appendix C), the measurement of BE is that self-reported experiences may not be metrics maze. Journal of operations manage- frequently discussed across literature. The valid measurements at all. ment, 22(3), 209-218. complexity of the construct forms multiple challenges. Relevant encountered challenges In conclusion, capturing BE requires are discussed. multiple measurements methods64. To design a novel set of methods, all 55. Ibid., 11 Measurement criteria requirements encountered during the First of all, each static experience depends 56. Ibid., 5 exploratory phases are recorded and can be on certain context specific stimuli. BE found in Appendix D. 57. Jain, R., Aagja, J., measurements should account for the Combining multiple methods is in line with & Bagdare, S. (2017). context55. Customer experi- most BE researchers, who additionally ence–a review and advocate for new additional measurement research agenda. Secondly, measuring the degree to which a 65, 66, 67 Journal of Service sources . Theory and Practice, consumer has an experience towards the 27(3), 642-662. brand is not sufficient to explain experience New measurement ideas 58. Ibid., 4 in a static moment. Instead, for example Measurements done post experience specific emotions need to be measured for are more outcome oriented, whereas an 59. Ibid., 11 the affective dimension56. experience is something that happens in 60. Ibid., 4 the moment. Observing in the moment or Thirdly, as consumers differ in emotional questioning quickly afterwards is suggested. 61. Ibid., 57 state over time, measuring regularly is Measurements are preferably done by using 62. Ibid., 3 advised57. This can be done by measuring existing metrics68. Discovering big data 63. Ibid., 11 across different touch points over the opportunities are repeatedly encouraged as customer journey. solution69, 70. Appendix C shows an overview 64. Ibid., 12 When analysing these measurements, of new data collection ideas, proposed in 65. Ibid., 36 non-linearity is required58. This means that literature.

66. Ibid., 4 multiple static moments don’t add up linear towards the dynamic BE. In conclusion, literature provided a clear 67. Ibid., 25 This will distinguish BE measurement from call for new measurement of BE. Especially 68. Ibid., 57 evaluative marketing metrics, being often through the use of new measurement linear in nature. Most of these proposed methods. Prior to ideation on how GP 69. Baxendale, S., metrics emphasise on quantitative could capture each dimension through Macdonald, E. K., & Wilson, H. N. (2015). measurements. novel methods, an exploration phase will be The impact of differ- Additionally, many researchers account conducted to identify new possibilities for ent touchpoints on 59, 60 brand consideration. for qualitative techniques , or even a data collection. Journal of Retailing, combination of the two61. When quantitative 91(2), 235-253. (closed) questions are used, they should 70. Ibid., 5 be short and include a bipolar answering

22 Peter de Jong Part II. Exploration

This exploration phase will be centred around analysing data collection for measurement of BE. Following the framework derived from literature, technological data innovations will be explored. Relevant trends and new available technologies need to be known in order to design an innovative solution. The digital revolution is expanding rapidly and GP wants to stay informed. Through trend analysis, technology scouting, market research and consumer understanding, opportunities and insights are identified. These methods are used to explore the topic of BE in the field of practise. In conclusion, a summary manifested by a SWOT analysis bridges GP’s expertise and available opportunities. Together with the conceptual framework this will be the foundation for the design brief, providing the requirements for the design of the method and tool capturing BE.

EXPLORATION

define deliver 6. develop discover TREND RESEARCH 7. TECHNOLOGY 10. SCOUTING CONCLUSION 11. SWOT CONCEPTUAL DESIGN FRAMEWORK BRIEF 8. 9. CONSUMER MARKET UNDERSTANDING RESEARCH

day 1 day 50 day 100 6. Trend Research

71. Jacobsen, B. (2018, February 14) The Ar- Designing a solution using new data collection methods will require some rival of the Quantified Self. Is it the Next understanding of data collection. This chapter will discuss trends around the Thing? * topic of data. Understanding why and how to utilise data streams will help in 72. Hippold, S. (2018, August 17). Watch designing a fitting solution for GuiltyPeople. Due to the focus on a real-time These Data and Ana- lytics Challenges and solution, this chapter revolves around data which could be collected over time or Trends. *

73. Pettey, C. (2019, March 9). Why Data TRENDS Nowadays, these technologies are becoming and Analytics Are Key more affordable and therefore available for to Digital Transforma- Data processing the majority of (smaller) companies (Fig. 14). tion. * Consumers are getting used 74. Kambhampaty, S. to measure and analyse their Crucial to data integration availability was (2018, July 23). It’s All personal data. Think for the arrival of the cloud, a virtual space About Data. * example of activity trackers which could be rented for data storage and 75. Misser, H. (2018, like the Fitbit (Fig. 13). This processing. A third party hosts the required December 10). Data is het nieuwe goud, maar trend, based on a consumers’ hardware. Companies only have to pay per hoe delf je het? * belief in data, is known as use and yet endless expanding possibilities Figure 13, 71 76, 77, 78 76.Columbus, L. (2017, ‘the quantified self’ . All this The Fitbit are possible . May 18) How AWS data needs to be processed To ensure digital data processing, all kinds And Azure Competing Is Improving Public properly in order to analyse it. of imaginable sensors to capture (analogous) Cloud Adoption. * phenomena are invented. Connecting 77. Coles, C. (2018, data streams and these sensors together is July 30) Cloud Market known as the Internet Of Things (IoT)79,80. Share 2018: AWS vs Azure vs Google – Who’s Winning? * Stored data can be analysed. Through Augmented Cloud API 78. CBInsights (2018, Analytics using Artificial Intelligence and Machine August 22). Here’s Why learning technology, analytics get expanded Amazon Is No Shoo-In To Win The $206B into ‘Augmented analytics’. These analytics Global Cloud Market.* do not only display results but also

79. Morgan, J. (2014, think in advance, proposing or carrying May 13) A Simple IoT through decisions. The aim of GP is to Sensors Explanation Of ‘The develop a tool only delivering insights. Internet Of Things’. * Figure 14, Data technology trends and innovations Using augmented analytics could be the 80. Keary, T. (2019, Every bit of information could be considered March 26) A look at first step towards a smart system which data analytics trends ‘data’. During the past decade, data has been proposes brand decisions. When working for 2019. * made into the holy grail of strategic decision with digital analytics it is important to 81. Atlantic57 (2018, 72, 73, 74, 75 September 6). Ditch making and therefore companies . constantly reevaluate and question your the Dashboard: How Following this data-driven trend, companies assumptions81, 82. to Find Deeper Mean- attempt to store every possible stream of ing in Data. * To make the analysis of data possible, it data. The goal is to derive insights from 82. Ibid., 73 requires the data be structured. To ensure the data, providing the basis for strategic a neat translation of data from one place to * Web sources of decisions. Major enterprises already references can be another an Application Program Interface found in the complete implemented complex data integrating (API) is used. APIs act as primary connection reference list. technologies into their daily workflow.

24 Peter de Jong 83. Vesset, D. (2016, for data algorithms and decision services. 1. Consent November) IDC Fu- Subject gave consent for collecting tureScape: Worldwide Millions of API’s exist (a concise overview data. Analytics, Cognitive/ can be found in Appendix E). Availability AI, and Big Data 2017 2. Contract Predictions. * of APIs is crucial for this project, as it will Data processing is necessary due to a contract between subject and make data integration easier. However, collector. 84. Crimins, C. (2017, using first-party data is advised to create August). Measuring for growth: How leading stronger relations with consumers83, 84.To 3. Legal obligation marketers are shifting Data processing is necessary for strategy with 3 key connect with consumers, it is important to compliance with a legal obligation. trends. * understand their behaviour and trends. 4. Vital interests Data processing is necessary for 85. Ibe, K. (2019, Consumer web trends vital interests of the subject. February 26) 7 Crucial Already decades ago, the online part of the Data-Driven Market- 5. Public interest ing Trends (For 2019 customer journey was as important as its Data processing is necessary for the and Beyond). * performance of a task with public offline counterpart. Trends in web behaviour interest. 86. Chaffey, D. (2019, will be beneficial for identifying important 6. Legitimate interests February 12) Global touch points to capture BE. social media research Data processing is necassary for legitimate interests , except when summary 2019. * Making up already 80% of all consumer internet traffic, video content is unmissable personal data can’t be protected. 87. Ibid., 72 these days. Videos analytics become crucial Figure 16, The six obligations for legal data processing. to understand their influence on the brand. 88. Ibid., 75 Regarding the origin of traffic, search developed in the General Data Production Regulation (GDPR), set up in 2018 for 88. Pennings, R. (2019, engines generate the highest amount May 9) Personal of website traffic, outperforming social European countries. Appendix F provides interview. ISM more information on GDPR. GuiltyPeople is E-group. media85. already practising the GDPR and uses a Data Looking at social media platforms, Facebook Processing Agreement. For creating a tool still dominates the social landscape. For the capturing BE, GP has to find a legal basis to younger generation Youtube, Instagram and collect data (Fig. 16). 86 Snapchat seem more popular . To store collected data, it is crucial that

data cannot point to a specific person89. Therefore data has to be aggregated (made absolute) or anonymised. One of the most clear objectives of the GDPR, relevant to this project, is: ‘What is the minimum amount of data needed, to achieve our goal?’ Abundance Lack of of data GDPR knowledge Figure 15, Data regulation trends and threats RELEVANCE The data trends confirm how the data driven THREATS approach towards BE is becoming more Collecting data may seam like an easy-to- accessible, also for SMEs. With technological fulfil task, nevertheless, the majority of innovations such as augmented analytics challenges will arise afterwards. Having in mind, a future proof solution can be unlimited possibilities of data to analyse, designed for GP. Online web behaviour most companies lack human capabilities trends will be of guidance in selecting where and expertise to process the data correctly. to measure. (Hippold, 2018; Misser, 2018) (Fig. 15) This All criteria regarding data security are lack makes data integration expensive and included in the List of Requirements. extensive to implement. (Appendix D)

General Data Production Regulation To deepen the understanding of data One of the bigger challenges, also collection, it is important to know the exposed to a lot of public attention over complete spectrum of availabilities for data the last years, is ensuring safe storage collection. Therefore, technology scouting and processing of data. The goal of data is done, which will be explained in the security is preventing a breach, which is following chapter.

The ‘Merk Monitor: A data-driven approach towards capturing Brand Experience. 25 7. Technology Scouting

This chapter explores a variety of possibilities for data collection. The focus is on new and digital methods which are capable of realtime data tracking. The majority is discovered through desk research, however additional experts and interviews (see next chapter) close the gate on obtained knowledge.

90. Simonse, L. (2017). DATA COLLECTION METHODS to be known prior to designing a solution. Design Roadmapping. Guidebook for Future To get a complete yet in-depth overview A distinction is made into passive, semi- Foresight Techniques of existing and emerging technologies passive and active methods, based on (1st ed.). Amsterdam BIS Publishers for data collection, different methods are the effort GuiltyPeople has to put in 91. Ibid. drawn upon. A combination of Source-based conducting them. The possibility of realtime Scouting90 and mind-mapping provided a measurement is essentially the fundament starting point. The identified methods are for this separation. categorised by a perceptual map. (Fig. 17) The vertical axis represents the complexity to process collected data and the horizontal axis divides methods by the effort it requires from the researcher and participant. After identifying an overview of data collection methods (Fig. 21), in-depth scouting is done to understand these methods. A system ‘teardown’, revealing ground components of the technology, 91 could be used . This is for example done for Figure 18, Face recognition, Electroencephalography and Google Analytics. fMRI measurement methods Appendix G shows the complete overview of scouted methods. The overview informs Active methods on characteristics of each method, (types Active methods (Fig. 18) are the more of data, pros and cons, costs) which need traditional research techniques, which require constant involvement of researchers. Complex Also, experiments need to be designed to process upfront, by the researcher. (GP) Ethnographic will be the most extreme Biometric Traditional example, as it requires full days of research methods qualitative and research methods work from the researcher. A little less location tracking active are interviews and observations.

Passive Active Interesting opportunities lie in (observative) role role neuromarketing techniques, such as Electroencephalography and Galvanic Digital behaviour Traditional Skin Response. However, nowadays they tracking quantitative research methods still require active participation of both researcher and consumer. They also can be expensive. Simple to procces Figure 17, Perceptual map for data collection methods.

26 Peter de Jong implementation, which will cost minimal effort once GP has become expert in the research method. All methods include observations which are mostly done online, such as click-behaviour, buying behaviour and social media activity. These methods are the most promising as they are automatically producing real-time Figure 19, Conversational AI, web-survey and e-mail data. survey methods. Semi methods Semi-passive methods (Fig. 19) require some preparation from the researcher to design the experiment. However, afterwards these methods are able to operate autonomous. RELEVANCE AND IMPACT Participants actively need to report on Concluding on all different methods, they their experience. Most of these methods can be divided into two main categories for basically come down to a (interactive) collection data: questionnaire. However voice interactions 1. Collecting data through asking and conversational AI become more popular. consumers about their experience. (subjective measurement) 2. Collecting data through observations of consumer behaviour. (objective measurement) Connecting to the method of capturing BE, each dimension could be expressed through Figure 20, Heatmaps and Google Analytics observant methods both subjective and objective measurements. Passive methods Completing the literature studies and desk research on BE , the next chapter Passive methods (Fig. 20) are able to will explore the field of practise through operate and collect data without GP’s interviews and sessions. active contribution. They only require an

Figure 21, Overview of scouted data collection methods.

The ‘Merk Monitor: A data-driven approach towards capturing Brand Experience. 27 8. Market Research

One of the drivers of this thesis is the translation of academic knowledge into practice. This chapter provides insights encountered in the field which are especially valuable for designing a understandable tool.

92. Manrique, S. UITAGENDA CASE INSIGHTS (2019, April 1) Personal interview. MediaMarkt Parallel to interviews, meetings and talks, To learn from other industries a diverse Nederland. a case is done throughout the project. GP variety of people is interviewed. Marketing

93. Ibid. already started implementing and creating strategists, data analysts and directors were a simple MVP. This is done with one of their involved. This was done in both informal 94. Luiten, S. (2019, clients: UITAgenda Rotterdam, to already (mostly within ISM E-group) and formal May 13) Personal interview. InSocial start validating the project. settings. Transcripts of formal interviews UITAgenda is a cultural platform, showing can be found in Appendix H. Insights from 95. Ibid. the cultural agenda in Rotterdam and the field led to requirements, recorded in 96. Ibid, 92 stimulating consumers to visit culture. the List of Requirements, see Appendix D. (Fig. 22) UITagenda is also interested in monitoring their brand over time. Together All different experts provided key insights to with GP they are exploring measurement capture brand experience through a digital possibilities applied at brand-owned touch solution. These will be discussed in the points. UITagenda provides an interesting following paragraphs. perspective on BE because there is no focus on purchase in the use of their platform.

BE as differentiator The director of a BE-agency said: “I’m really happy that the business clients are embracing BE nowadays and also really getting the understanding that BE is one of the key differentiators.” Although sales still appear to be the main driver for business decisions, BE is getting a stronger vote in the board room. NPS is mostly used as main communication metric, however NPS measurements mostly do not outweigh sales in an argument. Deeper insights in BE are needed to convince other departments, which is mostly done Figure 22, Uitagenda web-page containing their cultural through explanatory reports nowadays92. agenda. The proposed solution in this thesis could fill this gap.

28 Peter de Jong

Qualitative BE BE expectation BE is mostly measured through a strong As consumer expectations are hard to single metric. (NPS, CES, etc.) They ask account for, company values are mostly used consumer feedback through closed as measuring rod. Consumer metrics are questions. These questions are always compared with the company values, to see followed by an (open) explanation question. if the company actually kept its promise. As Interviewed BE-experts shared that the these company values are different for each answers to these open questions provide company, comparable dashboard solutions the most surprising insights93, 94. are mass customised.

Relevance and impact The market research validated the need for BE measurement as decision driver next to sales. Although still (thin) evaluative metrics are used, qualitative answers of consumers provide the in-depth insights. Therefore, BE over the customer journey subjective questions for measuring BE Instead of focussing at touch points, could both be asked open and closed. small and specific customer journeys are Existing experience measurement tools identified. These journeys are then evaluated focus at improving specific parts of the with scores as NPS. Accordingly, the customer journey. This project could gain its effort consumers have to do, is improved differentiating advantage by measuring BE throughout these journeys. This perspective holistically, aiming to convert consumers in provides a more focused and less holistic overall brand ambassadors. This contributes view towards brand experiences. ‘Look to GP’s brand focus and expertise. where you make and break the journey’, to The final solution should capture BE identify important touch points95, 96. experienced by the end-consumer. To better understand this consumer, the next chapter deepens the cultural customer journey.

The ‘Merk Monitor: A data-driven approach towards capturing Brand Experience. 29 9. Consumer understanding

GuiltyPeople’s clients are focused in the cultural sector. A better understanding of the end-consumers behind these cultural brands is beneficial for properly capturing their experience. This chapter discusses the insights from the conducted customer journey mapping session.

Together with four participants, familiar RELEVANCE AND INSIGHTS with cultural activities, a sessions was Multiple needs for each journey phase hosted by the author. Their customer were discovered. Surprising needs were journey for a specific cultural activity was escapism, human contact and last-minute explored. Needs, touch points and sentiment availability. All identified needs were used were discussed plenary. during the design process to come up with The guide used for conducting the customer measurements. journey mapping session can be found The majority of useful touch points appear in Appendix I. Due to limited time and to be brand or partner-owned. However, resources, a form of ‘convenience sampling’ the journey identified the relevance for was conducted. The session was organized external/social-owned touch points such as with a group of students from the technical ‘review institutions’. Also non-digital touch university of Delft. To ensure participants points such as employees or buying at the being cultural interested, they were scouted cashier were noticeable. according to a persona. (Fig. 23). A validation The touch points functioned as inspiration question was asked during the session with for ideation on different measurement how many cultural activities they visited the possibilities. (p. 40) last year. All participants scored higher than 9 with an average of 15 cultural activities.

CUSTOMER JOURNEY PHASES Fitting cultural activities, the phases of Awareness, Consider, Purchase, Consumption and Retention were used for the customer journey. (Fig. 24) An explanation of these phases was provided. During the session, the example of visiting a movie house or cinema was chosen. It provides insight in how cultural consumers view their customer journey when going to the movies.

30 Peter de Jong Maria

Demographics Tech savvyness Personality Age: 22 extravert introvert Occupation: Student Martial Status: In a relationship Location: Delft intuitive observant Education: TU Delft Not at all very much

thinking feeling Personality Narrative traits Activities judging prospecting CURIOUS Maria lives and studies in Delft. She wants to Making music develop herself outside of her study through Reading literature studying the purpose of life. Social Media Activity SOCIAL She is interested in different cultures and has Having drinks with friends visited many countries, mostly in Europe. After Visiting cultural activities her study is finished she is planning on living with partner SPIRITUAL with her partner and getting a baby. Instagram Pinterest

Figure 23, The Persona of Maria according to which participants were sampled.

phases AWARENESS CONSIDERATION PURCHASE CONSUMPTION RETENTION

Being inspired Comparing on: Getting tickets Occupation/Escapism Recommendations Escapism - Venue In time /No distractions Brand identification Understandment - Availibility Relaxing Discount/updates Being tempted - Quality of offer Reliability Enjoyment/Pleasure as less as possible aim or goal - Soundsystem Last minute availabili- Quality time with discuss experience ty others Do something Small talk/employee Educational/food for Peer pressure contact thought Companion choice discuss experience points of interaction employee website BRAND venue advertisement information

tickets PARTNER food seats video platform EXTERNAL/ review institution SOCIAL city guide

family and friends CONSUMER agenda travel to venue

really positive comments or sentiment

neutral

really negative

Figure 24, The customer journey for visiting a moviehouse, as result of the session. The two alternative routes for the sentiment apply when no satisfactory level is reached during consideration or consumption phases.

The ‘Merk Monitor: A data-driven approach towards capturing Brand Experience. 31 10. Window of Opportunities

To bridge GP’s internal capabilities with external opportunities, this chapter summarises the exploration phase through a SWOT matrix. The complete SWOT can be found in Appendix J.

no data expert brand expert STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

new measurement methods for experience

many measuring getting clean experiences and legal data

BE as differentiator Accessible data next to sales integration technologies

UTILISE OVERCOME

Figure 25, Summarised SWOT analysis.

Figure 25 shows the opportunity for GP’s All other opportunities and threats are to expand its brand expertise by measuring included in the design guidelines. The next brand experience. Focussing on brand chapter discusses these guidelines through experiences will help GP in differentiating proposing a design brief. their approach from the abundance of other experience measurement attempts. To fuel becoming a data-driven brand expert, GP should expand their human capabilities with data analysts.

32 Peter de Jong 11. Design Brief

The previous chapters all led to a thorough understanding of BE in the cultural sector. Throughout the process, all gathered knowledge was translated to demands and wishes (appendix D) for designing a novel method to capture BE. This chapter highlights the goal of the deliverable, formulates the specific design challenge and illustrates this with a selection of design guidelines. The design brief will act as compass during the ideation process.

Goal of deliverable GP wants to be able to analyse their Content of method clients’ brand performance. This will be Demands done through capturing the dynamic BE 5. The method captures the BE perceived by of consumers. The method to capture BE consumers. consists of a specific set of variables and 6. The tool only visualises data to give how to measure those. A tool should be insights in brand-related variables. designed to combine method results. 7. The tool is understandable for GP/ connects to GP’s expertise and knowledge. Wishes 8. The tool is understandable for GP’s 1. The method complements GP’s existing clients. method (Research, Create and Implement). Wishes 2. The method makes GP expert in BE. 9. The content (metrics) should be extendible 3. The method inspire future strategic brand or editable over time. Connecting to decisions. present needs of the client. 4. The method helps in creating lasting 10. The content focusses on/is relevant to the relationships with clients. cultural sector.

This results in the following design As the method only shows measurements challenge for this project: directly related to the consumer, it should not take strategic decisions for Design a novel, data-driven method the company. These will either be done and accompanied tool to capture by GP or the client. BE through the four dimensions Focussing on the cultural sector narrows of sensory, affective, cognitive and down contextual factors and makes the behavioural. method more applicable to the clients of GP. After implementation, GP should be able Dimensions to use the tool together with their client, resulting in strategic brand decisions. Demands The method therefore identifies new 12. BE should be captured through a business. combination of attributes. 13. BE measurement should be non-linear.

The ‘Merk Monitor: A data-driven approach towards capturing Brand Experience. 33 14. BE measurement contains both internal Time and place responses and behavioural responses. Demands 15. BE should be captured through the 26. The method captures dynamic experience Sensorial, Affective, Cognitive and over complete customer journey. Behavioural dimensions. 27. The method measures both during the 16. The context of a BE should be accounted experience and post experience. for. 28. The method measures realtime (at least 17. Dimensions need to be captured through each day). specific variables. 29. The method takes other points besides As different measurement don’t add up brand owned touch points into account. linear, no score will be calculated by the Most metrics will be located at brand tool. owned touch points. However through Attributes should give explicit insight use of API’s, also partner or external in the dimensions, for example for the owned touch points could be subtracted. affective dimension the specific emotion can be measured. Data

Demands Demands 18. The method contains both observant 30. The consumer is able to ask for, edit and methods and self-reported methods. delete personal data. 19. The method combines qualitative and 31. As minimal personal data to achieve the quantitative measurement methods. goal is collected. 20. The method measures through more data 32. When possible, the collected data is stored sources than only survey questions. at the client. 21. The measurements using questions 33. Collected personal data is anonymised or include bipolar scales. aggregated a.s.a.p. 22. The method proposes future 34. Data should be stored hashed and measurement possibilities. encrypted. 35. Changes to personal data need to be logged.

Measurement The tool is the front-end of the place The questions can be open (qualitative where all measured data will come answers) or closed (quantitative answers). together. As minimal data as needed to Closed questions should use bipolar achieve the goal should be collected. Data scales. As qualitative reports give a more should be collected as much as possible in-depth insight they should get more at the client. As collection of personal visual attention. data needs to be prevented, this data is Connecting to trends, future possibilities aggregated. will be advised. This prepares GP for expanding the method with innovative measurement methods.

Wishes 23. Questions should be as short as possible. 24. The method utilises existing methods, tools or api’s as much as possible.

34 Peter de Jong IDEATION PROCESS

In conclusion, BE needs to be captured through variables which span the four DIMENSION dimensions, including context, and are divided in subjective and objective small explaination measurements. To approach the design brief in a structured way, an ideation plan Ideation space for variables was made. Ideation was mostly based on answering ‘How to ...’-questions. (Fig. 26) For each dimension, a template was made Ideation space to answer ‘How to’s accordingly. (Fig. 27) for questions This provided the starting point for the Ideation space next part of the thesis. for observations

Ideation space for future measurement opportunities

Figure 27, Template used for ideation per dimension.

Dimension Contextual Sensory Affective Cognitive Behavioural

How to define How to define How to define How to define How to define Variables a context prior the visual the affective the cognitive the behavioural to the sensorial experience experience experience experience? experience? dimension? dimension? dimension?

How to question How to How to How to ask How to How to question Questions the (visual) question question questions to question the behavioural (subjective) sensorial affective cognitive consumers in context? experience? experience? experience? experience? general?

How to How to observe How to How to How to observe Observations observe the the sensorial observe the observe the the behavioural (objective) context variables? affective cognitive variables? variables? variables? variables?

IDEATION

Figure 26, Structered ‘How to’s as basis of the ideation process.

The ‘Merk Monitor: A data-driven approach towards capturing Brand Experience. 35

Part III. Ideation

Answering the design brief, this part of the thesis unwraps the solution space. The previous parts containing the Conceptual Framework and Exploration provided a thorough understanding of the BE construct. Enlightened with this knowledge, the problem will be tackled through a designer’s approach. The complicated nature of BE together with endless possibilities to design a dashboard resulted in a challenging journey towards the final solution. Therefore a chapter is devoted to unfolding the iterative design process. Being a designer, the ideation process started with examining existing dashboard designs for inspiration. The design process produced several concepts which are discussed in this part of the thesis. This all resulted into the final concept design, which will be shown in the next part of the thesis.

IDEATION

define deliver

develop 13. discover DESIGN Process

12.

CONCEPTUAL EXPLORATION DESIGN INSPIRATION FRAMEWORK BRIEF Data Visualisation

day 1 day 50 day 100 12. Data Visualisation

This chapter reveals the inspiration which fed the design process. The internet is saturated with working and non working designs of digital metric solutions, mostly known as dashboards. Prior to ideation, different ways of visualising data are examined. In addition to Chapter 8 (p.28), which focused more on the back- end of metric solutions, this chapter has the focus on the front-end side. 97. Kroes, L. (2016). Deloitte’s 10 com- To feed and inspire the creative process a As each client has different analytical mandments for effective Dashboard collage was made, Figure 28. Different types needs, there should be room for Design. Deloitte The of data visualisation and arrangements customisation. The design should resemble Netherlands. * are combined to give an overview of this. 98. Pal, P. (2016, May possibilities. Multiple sources consult on 24). 15 Common Dashboard Design the rules and guidelines for designing such a You can make or break the analytical Mistakes. * solution97, 98, 99, 100. Key insights derived from power of the design by choosing the right these rules: visualisation for each metric. Also use 99. Aanderud, T. (2018, highlights meaningful. Wisely use colour February 17). Working on Your Dashboard Starting with the most important point: the and leave out unnecessary decoration, all to Layout? * goal of the design. For a dashboard this goal emphasise the right components. The insights 100. Desmyttere, P. is to clearly provide insights. (2019, May 3). In 7 should inspire future (brand) discussions. These insights provided inspiration during stappen naar een the design process, which will be explained Marketing KPI-dash- board. * The main idea of a dashboard is that the in the next chapter. majority of insights should be captured in one overview. This rule complements literature as all attributes together add to the total BE.

To give meaning to data, clear context filters should be present. Otherwise interpreting data would be challenging. Although more metrics may seem like giving a richer overview, they could easily confuse. Especially when everything needs to be in one overview: ‘Less is more’, is the motto. This is also important regarding GDPR rules to only use minimal needed data. (p.25)

Not only the amount of metrics, but also the arrangement of components should make sense. Therefore think of: in which sequence the user will read the overview. * Web sources of When designing this lay-out, always keep references can be mobile users in your head. found in the complete reference list.

38 Peter de Jong Figure 28, Collage of different data visualtion types.

The ‘Merk Monitor: A data-driven approach towards capturing Brand Experience. 39 13. Design Process and design directions

This chapter enfolds the design process. Due to the numerous decisions needed to be made, the multi-layered process is explained. The process spanned multiple phases of the project. It resulted in several design directions, which are discussed in this chapter.

Form and Method Prior to explaining the design process, a clear difference between the form and

content needs to be made. The design of the design level form contains the narrative, dimensions of FORM CONTENT BE and the arrangement of attributes (Fig. Ideation on variables 29). The form is mostly manifested in the (How To’s) front-end. Inspiration The design of the content holds all decisions 16 Ideas Exploration of variables regarding the right metrics for measuring ideation BE. (variables) This includes where these 5 directions

variables will be measured. The content is Direction selection both front and back-end focused.

Of course, the design of the final solution Clustering variables is an iterative process between form and (into attributes)

content. Validate attributes

Select best variables

DIMENSION conceptualisation

Merk Monitor

6 Validation sessions

2 Directors 2 Strategists 2 Project Managers 2 Clients ATTRIBUTE 2 Strategists VARIABLE 2 Data experts 1 Creative Figure 29, Hierarchical arrangement of Dimensions, Attributes and Variables of BE. Figure 30, Altering between ideation on dashboard directions and variables, leading towards the final dashboard. Why a dashboard Different communication formats were components, could be improved over time scouted. However, requirements such and could be manifested through different as: updating data real time and flexible forms. This all results in a future proof components quickly led to a digital solution. communication tool for GP. This digital solution, called a ‘dashboard’, The manifestation of the product is regarded should provide an ‘overview summarising as the ‘interaction design’ and will be various metrics’. discussed in Chapter 18. This thesis proposes This overview could be manifested through the form of the dashboard (structure and different mediums, such as different types narrative), along with a method for the of screens or Virtual Reality (VR) technology. content. (attributes and variables) A digital dashboard could contain flexible

40 Peter de Jong DESIGN PROCESS DASHBOARD DIRECTIONS Figure 30 explains the multi-layered design Figure 31 and Appendix K show the different process. The process started by completing design directions. Direction 1 (Board) and the template for structuring different Direction 2 (Security) are more traditional variables for each dimension. Variables were dashboards, which focus at a clear already scouted in the exploration phase. presentation of data. Direction 3 (Tiles) After having a sufficient amount of variable has its focus on flexible and loud metrics. sets, the ideation process moved to the Direction 4 and 5 provide the dashboard form. Through the design of different with a metaphor, whereas Direction 5 is the dashboards, ideation on variables for the more traditional one of the two. Direction 4 method was done parallel to designing the is aimed at gamification. form. Sixteen different ideas were led to five distinct design directions for the form. (Fig. Together with GP the directions were 31) discussed and evaluated. Appendix L After deciding on a design direction, the shows the complete selection process. The focus went back on the content of the selection session resulted in a combination dashboard. The next chapter manifests this of Direction 2 and 5, due to the clear part of the process. Variables were clustered arrangement of Direction 2 and the into attributes to create a method for metaphor of Direction 5. This final concept capturing BE. Attributes together with the will be presented in the next chapter. selected design direction formed the first dashboard concept.

3. Tiles 3. Tiles

1. Board 1. Board

2. Security2. Security

5. Human

4. Town 4. Town 2. 5. 1 2 3 4 5 Share of voice Smooth purchase Most viewed page Front page 6 7 8 9 10 11 12 prior mood prior expectations Visited before? 5. HUMAN BRAND EXPERIENCE 2. SECURITY D W M Y 13 14 15 16 17 18 19 20 21 22 23 24 25 26 sad excited low high no yes BRAND 27 28 29 30 for BRAND 6.000 330 72% 2. 5. Other brand 1 0.11 views visitors scroll 1 2 3 4 5 per day depth Share of voice Smooth purchasebounce rate Most viewed page Front page 6 7 8 9 10 11 12 prior mood prior expectations Visited before? Other brand 2 “The title of the purchase page 5. HUMAN BRAND EXPERIENCE D W M Y 13 14 15 16 17 18 19 article 2019.” 2. SECURITY yes no sad excited low high no yes BRAND 20 21 22 23 24 25 26 BRAIN Sensory 27 28 29 30 Affective Cognitive Behavioural for BRAND 6.000 330 72% Other brand 1 0.11 EYES views visitors scroll per day depth BRAND is clear bounce rate BRAND is visual attrtactive Other brandYes, 2 you provided a good “The title of the Yes, you provided a good purchase page show. Everything during the article 2019.” show. Everything during the 7 7 show was nice.yes no show was nice. Sensory BRAND is attractive AffectiveBRAND evokes emotions in me CognitiveBRAND makes me think BehaviouralBRAND activates me BRAIN 7 7 7 7 The show was great. I really EYES The show was great. I really liked the seats and the drinks liked the seats and the drinks 0 BRAND is clear during the break. 0 BRAND is visual attrtactive jul aug sep Yes, you provided a good jul aug sep during the break. Yes, you provided a good show. Everything during the show. Everything during the 7 7 show was nice. show was nice.

BRAND0 is attractive BRAND0 evokes emotions in me 0 BRAND makes me think 0 BRAND activates me jul aug sep jul aug sep jul aug sep jul aug sep check-out check-out

situation situation bar bar 7 7 7 7 employee The show was great. I really employee explain why: explain why: explain why: explain why: experience branding experience branding The show was great. I really attitude building theatre liked the seats and the drinks attitude building theatre

Yes, you provided a good show. Everything during the show was nice. Yes, you provided a good show. Everything during the show was nice. Yes, you provided a good show. Everything during the show was nice. Yes, you provided a good show. Everything during the show was nice. happy culture words seats happy culture words seats liked the seats and the drinks 0 drinks during the break. 0 drinks tickets tickets during the break. jul aug keywordssep jul keywordsaug sep The show was great. I really liked the seats and the drinks during the The show was great. I really liked the seats and the drinks during the The show was great. I really liked the seats and the drinks during the The show was great. I really liked the seats and the drinks during the break. break. break. break.

0 0 0 0 2.414 reviews Your offer is good, but the service was not so nice. Your offer is good, but the service was not so nice. Your offer is good, but the service was not so nice. Your offer is good, but the service was not so nice. Reviews Why would you recommend BRAND? jul aug sep jul aug sep jul aug sep jul aug sep check-out check-out

Yes, you provided a good show. Everything during thesituation show was nice. Yes, you provided a good show. Everything during the show wassituation nice. employee bar employee bar explain why: explain why: explain why: explain why: experience branding experience branding attitude building theatre attitude building theatre

Yes, you provided a good show. Everything during the show was nice. Yes, you provided a good show. Everything during the show was nice. Yes, you provided a good show. Everything during the show was nice. Yes, you provided a good show. Everything during the show was nice. happy culture words seats happy culture words seats drinks drinks

Content preference Sentiment & Emotion Associated topics and Keywords Recommendation The show was great. I really liked thetickets seats and the drinks during the The show was great. I really liked the seats and tickets the drinks during the break. keywords break. keywords The show was great. I really liked the seats and the drinks during the The show was great. I really liked the seats and the drinks during the The show was great. I really liked the seats and the drinks during the The show was great. I really liked the seats and the drinks during the break. break. neutral break. break. HEART Your offer is good, but the service was not so nice. Your offer is good, but the service was not so nice. 7.9 2.414 reviews Your offer is good, but the service was not so nice. TYour Toffer is good, but the service was not so nice. Your offer is good, but the service was not so nice. Your offer is good, but the service was not so nice. Reviews Why would you recommend BRAND? Yes, younegative provided a goodsentiment show. Everythingpositive during the show was nice. negativeYes, you providedsentiment a good show.positive Everything during the show was nice.

image text 1 0 0 2 4 25 86 100 20 4 60% negative positive Content preference Sentiment & Emotion excited Associated topics and Keywords Recommendation The show was great. I really liked the seats and the drinks during the The show was great. I really liked the seats and the drinks during the break. break.

neutral HEART 7.9 Your offer is good, but the service was not so nice. Your offer is good, but the service was not so nice. Frequently asked questions Views TT Brand values 7 Attitude of employees BRAND activates me Yes, It gave me a good show. Everything during the show was nice. negative Yes, you provided a goodpositive negativeYes, you provided a good positive sentimentshow. Everything during the show. Everythingsentiment during the 7 7 The show was great. I really liked the seats and the drinks during the show was nice. show was nice. image 100.000 text 1 break.0 0 2 4 25 86 100 20 4 60% negative positive excited Your offer is good, but the service was not so nice. The show was great. I really The show was great. I really

0 liked the seats and the drinks liked the seats and the drinks 0 0 0 jul aug sep Expertise Safety Transparent The offer of shows is nice when you are young, but when you’re a little bit jul aug sep during the break. jul aug sep during the break. older it becomesFrequently boring. asked questions Views Brand values 7 Yes, It gave me a good show. Everything during the show was nice. Attitude of employees Yes, you provided a good BRAND activates me Yes, you provided a good =½ÁîęÙľ¸ ęÙôî total 940.846 Share of voice show. Everything during the show. Everything during the BRAND7 emotion qR!Ù½ÁîęÙľ¸ ęÙôî Click-through rates7 Recommendation Tags The show was great. I really liked the seats and the drinks during the show was nice. LEGS show was nice. 100.000 BRAND break.

Other brand 1

happy 100.000 21% 15% 11% people BRAND 150k 340k 29k 290k Your offer is good, but the service was not so nice. The show was great. I really 12 The show was great. I really

0 Other brand 2 liked the seats and the drinks liked the seats and the drinks 0 0 0 brand1 200k 200k 200k 200k tagged 25 others jul aug sep Expertise Safety Transparent The offer of shows is nice when you are young, but when you’re a little bit jul aug sep during the break. jul aug sep during the break. 200k 200k 200k 200k older it becomes boring. brand1 0 email to social to webpage jul aug sep content content to content

=½ÁîęÙľ¸ ęÙôî total 940.846 Share of voice BRAND emotion qR!Ù½ÁîęÙľ¸ ęÙôî LEGS Click-through rates Recommendation Tags BRAND

Other brand 1

happy 100.000 21% 15% 11% people BRAND 150k 340k 29k 290k 12 Other brand 2 brand1 200k 200k 200k 200k tagged 25 others 200k 200k 200k 200k brand1 0 email to social to webpage jul aug sep content content to content

1. 3. 4. CROWDEDNESS 4. EXPERIENCE TOWN 1. BOARDGAME QôĒęċôċĝè ϸôîęÁîę 6Ďôîęċ ÓÁ nôċĝè ĎċĎô½ĝ¸ęĒ qÁ¸ôííÁî½ ęÙôî € 17,56 average spending of

7.9 MOST BOUGHT NPS The inspiring title of The inspiring title of The inspiring title of 72% BRAND LOGO PRODUCT this piece of content. this piece of content. this piece of content. most bought product 1 0 0 2 4 25 86 100 20 4 amount of people average scroll depth 6.000 views 392 views 96 views 7,3 D W M Y EXPECTATION 50.000 MOST RECOMMENDATION VIEWED certain movie BRAND LOGO €39,60 1 2 3 4 5 sec èÙ¸æɻę×ĎôĝÓ×ɻĎ ęÁĒ low high NPS 35 average 6 7 8 9 10 11 12 amount spend 8,2 Score 100.000 BRAND LOGO 23% average 13 14 15 16 17 18 19 VIDEO stay on page MOST VIEWED 15% 11% 20 21 22 23 24 25 26 PRODUCT views 21% 6ÙèęÁĎ 27 28 29 30 AND ’ÙĒÙęôĎĒ 3 m R email to content social to content webpage to content 25.000 nps D W M Y 0 ARTICLE IS BRAND Recommendation 15% jul aug 6.000 consumers sep ATTRACTIVE? website certain movie 35 tagged others TT 25% 30 s 32.358 1. 1 2 3 4 5 3. 4. 8.000.358 10% ATTRACTIVENESS OF B SPONSORED 4. EXPERIENCE TOWN CROWDEDNESS Bounce 1. BOARDGAME 6 7 8 9 10 11 12 6Ďôîęċ ÓÁ bounce rate CLICK € 17,56 DO Rate QôĒęċôċĝè ϸôîęÁîę nôċĝè ĎċĎô½ĝ¸ęĒ qÁ¸ôííÁî½ ęÙôî SEE qR!ÙîĿĝÁî¸ÁĒíijèÙÒÁĒęijèÁ ×ôÙ¸ÁĒ qR! ċċÁ Ď î¸ÁÙĒ ęęĎ ¸ęÙİÁ THROUGH ad average spending30% 16% 8% 0 o ugly sexy e-mail social social 5.398 de 13 14 15 16 17 18 19 5 s vi CONTENT of 9% PREFERENCE 20 21 22 23 24 25 26 7.9 MOST BOUGHT NPS SCROLL CONTENT VISITORS BOUNCE mail 396 The inspiring title of The inspiring title of The inspiring title of 72% - Yes, you provided a good show. Everything during the show was nice. BRAND LOGO PRODUCT mail - Yes, you provided a good show. Everything during the show was nice. LENGTH PREFERENCE RATE 836 27 28 29 30this piece of content. this piece of content. this piece of content. subscribtions 6% most bought product 1 0 0 2 4 25 86- The100 show was20 great.4 I reallyamount liked the of seatspeople and the drinks during the 3 Tower of - The show was great. I really liked the seats and the drinksaverage during the Site Visitors break. Click-through-rates break. scroll depth 63% page 6.000 views 392 views 96 views - 1.000 Your offer is good, but the service was not so nice. 72% 50.000 CONTENTVIEWS 7,3 - Your offer is good, but the service was not so nice. D W M Y EXPECTATION RECOMMENDATIONaccounts Sight ACTIVITIES MOST front Gym of SENSES VIEWED certain movie 13 created BRAND LOGO CONTEXT €39,60 1 2 3 4 5 front page image text front page page sec èÙ¸æɻę×ĎôĝÓ×ɻĎ ęÁĒ low high NPS Activity 35 average 6 7 8 9 10 11 12 amount spend 8,2 Score 100.000 BRAND LOGO 23% average 13 14 15 16 17 18 19 VIDEO “Á ę×ÁĎ stay on page MOST VIEWED BRAND 15% 11% 20 21 22 23 24 25 26 PRODUCT University views 21% - BRAND SOLVES BRAND INTERACTION 6ÙèęÁĎ 10% uÁîęÙíÁîę %íôęÙôî FEELINGS THOUGHTS 27 28 29 30 3 m BRAND MY PROBLEM IS EFFICIENT of Reason r brand 1 28 rain neutral ’ÙĒÙęôĎĒ 1.020 ˚ email to content social to content webpage to content 25.000 Othe other brand 1 nps D W M Y 0 ARTICLE 50.000 IS BRAND Recommendation 15% jul aug sep 6.000 consumers 956 ATTRACTIVE? other brand 2 Coffee bar Other brand 2 website certain movie 35 tagged others TT 25% social following30 s SENTIMENT SHARE OF VOICE no yes no yes 32.358of Affection8.000.358 1 2 3 4 5 ôîĒĝíÁĎíôô½ + 10% ATTRACTIVENESS OF BRAND SPONSORED Bounce 6 7 8 9 10 11 12 bounce rate CLICK DO Rate INTERESTINGSEE qR!ÙîĿĝÁî¸ÁĒíijèÙÒÁĒęijèÁ ×ôÙ¸ÁĒ qR! ċċÁ Ď î¸ÁÙĒ ęęĎ ¸ęÙİÁnegative positive EMPLOYEE ad Exicting BRAND SAFETY THROUGH MOST ATTITUDE 30% 16% 8% 0 CULTURAL ugly sexy READe-mail social social 13 14 15 16 17 18 19 qÁİÙÁıĒ VALUE 5 s youtube 000 5.398 video CONTENT keywords festivalexperience ipsum 25. 9% lorum PREFERENCE ½ÙÒľ¸ĝèę 20 21 22 23 24 25 26 nĎÙôĎÁIJċÁ¸ę ęÙôî fun ugly qR!ÁíċèôijÁÁĒí æÁíÁÒÁÁèÓôô½ 7.1 mail Share of voice396 ARTICLE

100 qR!ÒĝèľèèĒíijîÁÁ½ SCROLL CONTENT VISITORS BOUNCE BRAND - Yes, you provided a good show. Everything during the show was nice. theatre mail - Yes, you provided a good show. Everything during the show was nice. EMOTION FELT WITH word 836 27 28 29 30 LENGTH PREFERENCE TITLE RATE 6% WITH BRAND 3 subscribtions - The show was great. I really liked the seats and the drinks during the 1. Unkind

Unkind Cultural 2.414 Tower of Cultural - The show was great. I really liked the seats and the drinks during the break. Site Visitors 4,4 reviews Click-through-rates break. 63% BRAND IDENTIFICATION page hard - Yes, you provided a good show. Everything during the show was nice. 1.000 - Your offer is good, but the service was not so nice. CONTENT 0 72% 6,8 VIEWS - Yes, you provided a good show. Everything during the show was nice. - Your offer is good, but the service was not so nice. ARTICLE 0 SENTIMENT jul aug sep - The show was great. I really liked the seats and the drinks during the accounts Sight 80 WITH front culture Purchase Process Gym of - The show was great. I really liked the seats and SENSESthe drinks during the ACTIVITIES break. TITLE created keywords

pleasure 13 front page negativeimage text front page bad page keywords CONTEXT break. reviews 2. D W M Y Great “ ÙęÙîÓèÙîÁ - Your offer is good, but the service was not so nice. GreatActivity EMPLOYEE - Your offer is good, but the service was not so nice. page ATTITUDE 1 2 3 4 5 230 ARTICLE Emotion “Á ę×ÁĎ 15min FEEL WITH THINK BRAND positive TITLE 6 7 8 9 10 11 12 Word trust UniversityWord Associated terms reviews- 3. BRAND SOLVES BRAND INTERACTION uÁîęÙíÁîęwaiting time %íôęÙôî FEELINGS THOUGHTS 10% qR!Ù½ÁîęÙľ¸ ęÙôî u× ĎÁôÒİôÙ¸Á BRAND MY PROBLEM IS EFFICIENT 13 14 15 16 17 18 19 of Reason 28 rain neutral ˚ 1.020 20 21 22 23 24 25 26 {ôę èÒôèèôıÁĎĒ WĎÙÓÙîôÒÒôèèôıÁĎĒ Other brand 1 “Á·ĒÙęÁċÁĎÒôĎí î¸Á accepted other brand 1 50.000 27 28 29 30 BRAND BRAND 63% all cookies BRAND Facebook Other

33.000 956 Coffee bar Other Other brand 1 other brand 2 Other brand 2 0.2ms 8 Instagram brand 1 brand 1 no yes no yes Other Other brand 2 social following SENTIMENT + SHARE OF VOICE of Affection ôîĒĝíÁĎíôô½ loading time errors Other Twitter brand 1 0 brand 1 jul aug sep

INTERESTING negative positive EMPLOYEE Exicting BRAND SAFETY MOST ATTITUDE ice CULTURAL READ qÁİÙÁıĒ VALUE youtube

keywords festivalexperience 3. TILES ipsum lorum 25.000 ½ÙÒľ¸ĝèę nĎÙôĎÁIJċÁ¸ę ęÙôî fun ugly qR!ÁíċèôijÁÁĒí æÁíÁÒÁÁèÓôô½ 7.1 Share of vo ARTICLE BRAND 100 qR!ÒĝèľèèĒíijîÁÁ½ theatre EMOTION FELT WITH TITLE word WITH BRAND 1. Unkind

Unkind Cultural 2.414 Cultural 4,4 reviews BRAND IDENTIFICATION hard - Yes, you provided a good show. Everything during the show was nice.

0 6,8 - Yes, you provided a good show. Everything during the show was nice. 0 jul aug sep ARTICLE SENTIMENT - The show was great. I really liked the seats and the drinks during the 80 WITH culture Purchase Process - The show was great. I really liked the seats and the drinks during the break. TITLE keywords negative bad pleasure keywords break. reviews 2. D W M Y Great “ ÙęÙîÓèÙîÁ - Your offer is good, but the service was not so nice. Great EMPLOYEE - Your offer is good, but the service was not so nice. page ATTITUDE 1 2 3 4 5 230 ARTICLE Emotion 15min FEEL WITH THINK positive TITLE 6 7 8 9 10 11 12 Word Word Associated terms trust reviews waiting time 3. qR!Ù½ÁîęÙľ¸ ęÙôî u× ĎÁôÒİôÙ¸Á 13 14 15 16 17 18 19 20 21 22 23 24 25 26 {ôę èÒôèèôıÁĎĒ WĎÙÓÙîôÒÒôèèôıÁĎĒ “Á·ĒÙęÁċÁĎÒôĎí î¸Á accepted BRAND BRAND 63% all cookies 27 28 29 30 BRAND Facebook Other 33.000 Other brand 1 0.2ms 8 Other brand 1 brand 1 Instagram Other Other brand 2 loading time errors Other Twitter brand 1

0 brand 1 jul aug sep

3. TILES

Figure 31, Five design directions, direction 2 and 5 were chosen for the final concept.

The ‘Merk Monitor: A data-driven approach towards capturing Brand Experience. 41

Part IV. Conceptualisation

This part presents the final proposed method and tool for GP, a dashboard called Merk Monitor. First, the form of the dashboard explains its narrative: measuring BE across the four dimensions through an accompanying set of attributes. Then specific variables for measurement are presented together with a selection tool to select variables from. Next, the process of implementing the product is discussed. This leads into a proposal for the dashboard version 1.0. The Conceptualisation part ends with an explanation how to use this dashboard.

CONCEPTUALISATION

define deliver 14. develop discover MERK MONITOR FORM AND CONTENT

15.

CONCEPTUAL EXPLORATION DESIGN IDEATION MERK MONITOR FRAMEWORK BRIEF SET-UP AND PROPOSAL

16. MERK MONITOR MONITORING BE

day 1 day 50 day 100 14. The ‘Merk Monitor’: Form and Content

This chapter introduces the composition of the dashboard. First the form is explained through the humanisation of BE. Four dimensions of the human BE (organs) are explained, accompanied by a set of attributes. Different measurement possibilities (variables) for the attributes make up the content of the dashboard. The form and chosen content together embody the designed method for capturing BE.

The personification gets prominent FORM content visual attention in the dashboard. This has an ambiguous purpose: on the one HUMANISING THE DASHBOARD side it highlights the human focus of BE For capturing BE, the end-consumer is measurement. examined. Therefore the dashboard places On the other side the vitality of the organs the human in the centre, in line with GP functions as an identification layer, updating being ‘human centred’. (Fig. 32) As a BE on the condition of each dimension. consists of sensory, affective, cognitive In resemblance with a heart monitor the and behavioural dimensions (p.19), these product will be called ‘Merk Monitor’ (Dutch dimensions define the main arrangement for: Brand Monitor). of the dashboard. From a human perspective they are translated to corresponding organs. The vitality of each dimension is determined The sensory dimension is narrowed down to through a specific set of measurements. only the sense of sight, located in the Eyes of the human. This choice is based on the work Dimension Attributes GP delivers (p.11) Affective responses are The ideation sessions proposed three associated with the heart, whereas cognitive attributes for each dimension, all together thoughts are associated with the brain. making up the perceived BE by a consumer. Behavioural responses manifest themselves The attributes are derived from available through muscle movement. For pragmatic scouted variables, aiming to provide a reasons, the hands are chosen as a fitting holistic view of BE. (Fig. 30, p.40) The embodiment. combination of these attributes will be the A contextual layer provides a (time)filter and method for capturing BE through different insights in contextual factors influencing the data sources. Attributes will be discussed experience. one-by-one.

Figure 32, The form of the Merk Monitor, based on the four BE dimension + context.

Filters CONTEXT Factoren MERK MONITOR

by

Zien Voelen Denken Doen OGEN HART HOOFD HANDEN

44 Peter de Jong EYESEYES BRAINBRAIN

AttentionAttention + Appearence + Appearence + Sequence + Sequence AwarenessAwareness + Association + Association + Need + Need Fulfilment Fulfilment

To capture the sensorial part of an To capture the cognitive part of an experience, the method focusses on what experience, the method focusses on what consumers see. When a consumer senses a a consumer is thinking. When a consumer brands’ offering, at first theirEYES attention will knows a brand, they are awareBRAIN of its be captured. Attention encompasses what is presence. They associate certain topics viewed, how long somethingHEARTHEART is viewed, etc. and events with this brand.HANDS TheHANDS association GivingAttention priority + Appearence to points of+ Sequence attention reveals connectsAwareness to a + certain Association need + whichNeed Fulfilment the a sequence of what points first get attention consumer wants the brand to fulfil. andSentiment whatSentiment later. + Emotion+ + Emotion+ Identification Identification ResponsesConversionConversion processed + Recommendation + Recommendation by the brain + leadLoyalty + Loyalty to Zooming in on these points, thereEYES is a behavioural responses. BRAIN reason why a consumer looks at something first. Evaluation is done by retrieving what the consumerAttention thinks + Appearence of the appearance + Sequence of Awareness + Association + Need Fulfilment certain points. HEART HANDS After consumers sense certain brand stimuli, CONTEXTCONTEXT the brain will translate it into affective and Sentiment + Emotion+ Identification Conversion + Recommendation + Loyalty cognitive responses. TimeTime + Consumer + Consumer + Enivornment + Enivornment

EYES To capture the behavioural partBRAIN of an HEART experience, the method focussesHANDS on what Attention + Appearence + Sequence a consumerAwareness does + Association when interacting + Need Fulfilment with a brand. This will lead to a certain type Sentiment + Emotion+ Identification of conversion,Conversion manifested + RecommendationCONTEXT by clicking + on Loyalty something or buying something. When successfullyTime +interacted Consumer with + Enivornment a brand, a consumer will recommend the brand To capture the affective part of an towards others. If the consumer is positive experience, the method focusses on towards the brand, certain conversion what consumers feel. WhenHEART a consumer steps could lead to Loyalty.CONTEXTHANDS In this case the encounters a brand they feel a positive or consumer wants to encounter the brand negativeSentiment sentiment + Emotion+ towards Identification it. Zooming in moreConversion often.Time + Recommendation+ Consumer + Enivornment + Loyalty on this specific feeling, the consumer feels All dimensions are quite pointless without a certain emotion. Feeling certain emotions giving any insight into the context. over a period of time results in relational aspects. These are manifested by consumers’ identification towards a brand. Parallel to affective response, the consumer CONTEXT will also have cognitive responses. Time + Consumer + Enivornment

To capture the context around an experience, all data collected should be timestamped. In this way the data can be analysed in certain timeframes. Next to time, contextual factors, originating from the consumer and environment, will affect the experience.

The ‘Merk Monitor: A data-driven approach towards capturing Brand Experience. 45 Selection Toolkit form CONTENT Figure 34 shows an overview of the selection toolkit, containing three VARIABLES levels to explain . First an overview Each attribute can be measured layer explains the attributes. The next subjectively through asking questions layer proposes variables to measure (open or closed) or objectively through each attribute. The bottom layer shows observing. Individual ideation provided how and where each variable can be a wide variety of variables. Almost all measured. The full menu can be found in variables are present in the overview Appendix M. in Figure 33, being categorised by the attributes. The overview in Figure 33 is the middle, front-end layer. The marked variables Selection of Variables differ per client. For example a specific Ideally the dashboard should contain cognitive brand value like ‘transparency’. measurement points for each The same holds for which contextual attribute to give an holistic insight in factors are of influence, or how brand BE. However, if this is executed, the needs to appear. (cheap/premium, dashboard would have the following ugly/sexy, old/modern) Therefore, to flaws: implement a running dashboard, making • It is hard to find its essence. decisions together with the client is • It looses usability. required. • It doesn’t use as less collect data for the goal. Decision making • Not all attributes are useful for each Next to client-specific variables, touch client. points to conduct questions have to Therefore a client chooses which be selected with the client. Also for attributes are useful for them. Each observations, specific touch points attribute can also be measured in need to be selected, for example different ways. Due to the complexity which social platforms are analysed. and overload of all these variables, a To structure this decision process, an simple toolkit was made for GP. implementation plan is needed. The next topic will discuss the strategy among implementing and using the dashboard.

Figure 34, Overview of the selection toolkit. showing examples in Dutch. Toolkit Example Explanation

Why: Associatie Attributes Wat voor onderwerpen verbinden Explanation of the consumenten aan jou merk? attribute.

Meest benoemde onderwerpen voor merk: Indicator for observation How: or question method. monitor website termen medewerker Variables werk duur keywords spannend Visualisation of data.

advertentie hulp rich blij relevent zoeken cookies

inzichten purchase cultuur

Implementation choice: What: Implementatie met klant: Welke touchpoints kunnen het best what touch points will Implement geanalyseerd worden? be analysed? Input: Content analyse tool SOCIAL POSTS REVIEWS Possible touch points Facebook reacties Facebook reviews Instagram reacties Google reviews Tweets ...... OPEN VRAGEN ..

46 Peter de Jong CONTEXT OGEN HART HOOFD HANDEN

Tijd Aandacht Sentiment Bekendheid Conversie

Totaal keer bekeken Tijdsbestek selectie D W M Y Share of Voice: Hoe vaak wordt jou merk Click-through rates Sociale media Reviews genoemd? Van: 18:00 latest video MERK 1 2 3 4 5 neutral neutral

Tot: 00:00 100.000 latest social post 21% 15% 15% 6 7 8 9 10 11 12 Ander merk 1 latest article 13 14 15 16 17 18 19 Ander merk 2 laatste e-mail laatste social laatste advertensie

0 latest newsletter naar website post naar website naar website 20 21 22 23 24 25 26 jul aug sep 27 28 29 30

negative positive negative positive Wat herinneren consumenten zich van MERK? Vast tijdsbestek Koop gedrag Gemiddelde kijktijd Yes, you provided a good show. Everything during the holiday opening full campaign show was nice. season hours length 15% € latest video 17,97 The show was great. I really liked the seats and the percentage bezoekers meest gekochte gemiddeld launch day 100.000 dat koopt product bedrag campaign latest social post drinks during the break. latest article Emotie latest newsletter 0 jul aug sep Meest gevoelde emotie bij merk Consument Blij Associatie Aandachtsdiepte Aandachtsvoorkeur

Figure 33,The middle layer of theSelection Toolkit, showing differentvisualised variables . Wat was het verwachtingsniveau voor MERK? Meest benoemde onderwerpen voor merk: TT Aanbeveling laag hoog monitor 72% website termen medewerker Filter resultaten op verwachting: werk NPS Welke emotie wordt gevoeld bij merk? duur keywords spannend

average advertentie hulp rich blij relevent low high scroll depth liefde zoeken cookies

inzichten purchase 0 100% blij cultuur verbazing 7.9 verdrietig 1 0 0 2 4 25 86 100 20 4 Explaination why afschuw Merk is expert Het merk is boos Yes, you provided a good show. Everything during the leerzaam show was nice. Uiterlijk 0 350 review site respondenten Leg uit waarom The show was great. I really liked the seats and the drinks during the break. Is de informatie in deze e-mail duidelijk weergeven. Yes, you provided a good show. Everything during the show was nice. Leg uit waarom totaal heel The show was great. I really liked the seats and the niet What was your mood prior to interacting with brand? erg Yes, you provided a good show. Everything during the Veelgestelde vragen drinks during the break. show was nice. low high Yes, you provided a good show. Everything during the The show was great. I really liked the seats and the show was nice. drinks during the break. REVIEWS 2.414 reviews Select expectation results as filter to show data: Hoe vind je dat deze pagina eruit ziet? The show was great. I really liked the seats and the drinks during the break. Yes, you provided a good show. Everything during the sad excited lelijk mooi show was nice. Ik vertrouw Merk inspireert The show was great. I really liked the seats and the 7 het merk me drinks during the break. Previous encounters with brand Trustpilot times no yes 8 0 average jul aug sep Behoefte

Leg uit waarom Het merk vervult mijn behoefte: Yes, you provided a good show. Everything during the totaal heel show was nice. Identificatie niet erg Omgeving The show was great. I really liked the seats and the drinks during the break. Totaal aantal volgers Loyaliteit Interactie met merk verloopt soepel: Weather Merk Encountered employees 33.000 Ander totaal heel merk 1 niet erg 28˚ accounts mail no Ander created subscribtions 10% rain 0 13 3 yes merk 2 Volgorde jul aug sep

Google Searches Website searches Meest genomen route Crowdeness Herkomst van volgers List List Facebook words words terms terms returning Snapchat 23% 15 occurring occurring visitors ... multiple multiple of 2.024 avarge times 1. page 2. page 3. page times times 15. The ‘Merk Monitor’: Set-up and proposal

This chapter discusses the steps which are needed to get to an up-and-running dashboard. The steps are made up of client decisions, legal requirements, and implementation steps. In conclusion a proposal for the dashboard is done as starting point.

To discuss and select the content of the Set Points dashboard, a session needs to be planned Next to deciding which variables are between GP and the client. This will take a relevant, also needs to be decided where minimum two hours. This session will also these are measured, because each brand has be used to arrange all legal requirements for different touch points. The back-end of the data regulations. selection toolkit provides generic options Afterwards the technicalities need to be which can be altered. For surveys these implemented by developers. (Fig. 35) measurement points could be: • During web visit. DECISION SESSION • Using a local tablet, after consumption. • E-mail or chat message after Variable selection consumption. First the client has to choose relevant For observations some selections need to attributes. A first version dashboard will be be made, for example which social media the starting point. The selection toolkit is platforms will be analysed. Or which page or used to explore additional measurement clicks are exactly measured. possibilities. GP could consult in this, by asking: What When marked variables are chosen they makes or breaks your customer journey? need to be specified. When deciding on When variables and measurement points are questions to ask, the specific question could decided upon, the next step will be defining be altered to the tone of voice of the brand. when they will succeed . GP can consult on this. Set attribute goal Each variable should get a goal to keep track of performance in BE. For example:

DECISION SESSION IMPLEMENTATION

Implement Select Set Set Questions and Connect Steps Legalities Authorisation variables Measurements Goals Measurements API’s

host session translate provide Implement code testing GP action consult consult values to goals contract and questions

choose identify crucial define desired sign provide Client action variables points in CJ BE values contract access check Survey Tool data processing login and API’s and Touch points ‘Selection Toolkit’ Google Tag agreement passwords data imports manager

External ISM e-group Google Analytics Google API’s party data security Social platforms Social API’s CRM/ERP/CMS Survey API’s ... Figure 35, Required steps for the set-up of the Merk Monitor

48 Peter de Jong ‘the sentiment for the BRAND should be This will be implemented by developers. To positive’, ‘the most associated word should show observations, specific events like clicks be ‘Culture’ or ‘we want views to stay at need to be recorded. This can be done by an average level’. The next chapter will placing a code (script) on the specific page, elaborate on the use of this goal. tracking web behaviour. When questions are asked at a local venue Legalities (with an iPad) the client needs to implement After the decision session is finished, legal this themselves. formalities need to be arranged before implementation can happen properly. As Connect to APIs GP’s dashboard is going to collect data, a When all questions are implemented, the data agreement has to be signed. Because final step for filing up the dashboard is consumer data will be collected and connecting all APIs. When APIs are not analysed the client needs to update their available, data exports need to be used. Privacy Statement. However, this is not preferable. During the decision session, all external After all these steps are finished, the platforms (social, Google, APIs) are recorded dashboard should be operational. by GP, so they can be made ready for implementation. PROPOSAL The decision process and implementation IMPLEMENTATION could get really elaborated, when each variable is discussed. To make this process Get access comprehensible for GP, a first proposal All external platforms need to be accessible is done. Figure 36 presents a proposal for GP’s developers. Therefore the client of carefully arranged variables. The has to share or authorise GP to use it. arrangement is based on the validation Sometimes new platforms could be decided sessions. (p.53.) It functions as first product, upon, for example, a new social media which could be offered to a client as a platform or an unknown CMS, etc. If this is sample. When clients are interested they the case, GP has to do additional research could enter the session with GP and specify on the following topics: it to their needs. • Legal: can data be used? • API: is connecting possible? Table 2 shows the variables present in the When GP is authorised, the implementation first concept and where they are measured. of measurements can begin. When the decision and implementation Set Measurements processes are finished the dashboard Questions, as decided in the session, can should be up-and-running. To ensure that now be implemented. When the client the dashboard fulfils its purpose, the next updates the Privacy Statement and GP is chapter discusses how it should be used authorised, questions can be asked online. best.

dimension CONTEXT EYES HEART HEAD HANDS

attribute enivornment attention sentiment association conversion analysis of: analysis of: click-through measurement wheater info views from: 100 open 100 open rate of: (observations) from API: 1 youtube video avg. temperature 1 facebook post answers answers 1 e-mail avg. rainfall 1 e-mail 100 reviews 100 reviews 1 webpage 1 webpage 1 page element attributes expectation appearance emotion need fulfilment recommendation

measurement asked together asked at asked at asked at asked after (questions) with other landingspage frontpage specific page experience via questions e-mail Table 2, Proposed attributes and variables for the Merk Monitor 1.0

The ‘Merk Monitor: A data-driven approach towards capturing Brand Experience. 49 Filters CONTEXT Factoren MERK July MONITOR Wo 13 juni 2019 Do 25 juni 2019 Merk verwachting Weer 1 2 3 4 5 7 full campaign holiday by length season 6 7 8 9 10 11 12 28˚ 13 14 15 16 17 18 19 0 jul aug sep Filter data op Merk verwachting: 20 21 22 23 24 25 26 10% rain laag hoog laag hoog 27 28 29 30

Zien Voelen Denken Doen OGEN HART HOOFD HANDEN

Merk bekeken Merk sentiment Merk associatie Merk conversie

neutral neutral

1.210.346 7.346 3.954 850 monitor views views views views website termen medewerker werk 21% 15% 12% attributes. and variables of set a starting 1.0, containing Monitor 36, Merk Figure duur keywords click-through click-through click-through spannend

advertentie hulp rich blij relevent cookies laatste laatste laatste laatste negative positive negative positive zoeken laatste web pagina video social post nieuwsbrief artikel inzichten purchase e-mail element

cultuur pagina In ‘Leg uit’ vragen In Reviews

Merk uitstraling Merk emotie Merk behoefte vervulling Merk aanbeveling liefde NPS

7 totaal heel niet goed blij 1 2 3 4 5 6 7 8 9 10 cijfer 7.9 verbazing

0 reacties 1 0 0 2 4 25 86 100 20 4 jul aug sep verdrietig Merk zoekgedrag afschuw Google search Website search boos 1. List 1. List lelijk aantrekkelijk 2. Words 2. Words Leg uit 0 350 3. Terms 3. Terms respondenten 4. Occurring 4. Occurring Ja, jullie platform werkt soepel en is snel in gebruik. not5. Multiple 5. Multiple Leg uit at all Nee, vaak blijkt jullie aanbod missen waar ik naar zoek.

Het gebruik van jullie platform maakt me enthousiast voor het bezoeken van activiteiten. Ook de uistraling is leuk!

Jullie website werkt goed maar ziet er niet uit. 16. The ‘Merk Monitor’: Monitoring BE

This chapter explains how the results provided by the dashboard can lead to insights which affect the brand strategy. In this way the goal of the dashboard can be met: providing brands guidance and steering in how to improve the experience their consumers have.

BRAND STRATEGY ANALYSIS OF RESULTS time Data SALE

SESSION IMPROVE MEASUREMENTS collection DECISION IMPLEMENT

Figure 37, A running Merk Monitor should be analysed, resulting in Brand Strategy decision and measurement improvements. The dashboard is designed to provide emotions. A more specific example could insights in BE by displaying measurement be: if the cognitive dimension associates results. After sale, the decision session and the brand with a poor working website, the implementation, these results will be improvement of the website will be a logical visible in the dashboards (Fig. 37). conclusion. When the sensorial dimension When enough data is collected the shows a negative appearance, new material dashboard is ready for analysis. could be designed. On a more abstract level, a client could Analysis and Goal tracking validate their brand values with the The selected set of variables gives insight in dashboard. If it would affect the marketing the four aspects of BE. Conclusions can be strategy, GP could consult ISM E-company drawn (manually) by GP or the client. for assistance.

To help evaluate the BE, the desired goal Improve Measurement (p.48) is tracked through a simple yes/no Next to changes affecting brand and script. Each dimension sums these yesses marketing strategy, also the measurement and no’s and concludes on this through a itself could be improved. First, when certain three level indicator (Fig. 36). variables seem unsuccessful, other variables The functionality of the dashboard does could be chosen from the selection toolkit, not stop at analysis, but it can be used to or new ones could be invented. provide brand guidance and more. Secondly, the success of the variables could be improved by rewriting questions or DASHBOARD FOR GUIDANCE asking them at a better time, etc. AND STEERING Refining the measurement method is useful for the client (results) but also for GP, as it Brand Strategy shapes their method. A client or GP could conclude on the brand strategy themselves. For example: In conclusion, the dashboard should provide if the affective part of a brand experience promising insights. To provide validation, is lacking, a reaction could be to launch a the next part will evaluate the Merk Monitor campaign or commercial anticipating on and its measurement method.

The ‘Merk Monitor: A data-driven approach towards capturing Brand Experience. 51 Part V. Conclusions

This last part of the thesis discusses essential steps for launching the Merk Monitor successfully. First, the product will be evaluated through the conducted validation sessions. Multiple recommendations are derived from these sessions, and additionally from the creation of a MVP and Prototype. These chapters aim to provide insights and recommendations for development of a feasible, desirable and viable solution.

The chapter Conclusions will connect back to the goal of this project and conclude on the deliverables. Also the limitations of the project and approach are discussed, leading into future research possibilities. The graduation project will end with a personal reflection.

52 Peter de Jong 17. Product Evaluation

This chapter contains the last part of the design process: validation. The aim of validating is to ensure the feasibility, desirability and viability of the dashboard. Therefore Strategists, Technology experts and Clients are consulted. Also a MVP and Prototype were developed to learn fast from practical limitations.

Survey Questions Using external tools for conducting survey Strategists questions brought some limitations, mostly Technology Experts Clients in the design and arrangement of the

MVP PROTOTYPE DISCUSSIONS questions. One of the used tools, Hotjar, has no available API, so data needs to be Test real-time Explore translation from Discuss dashboard working basic data to visualisations on feasibility, exported manually. version diserability and viability The questions which are implemented for Figure 38, Methods used for validation. the MVP showed significantly low response Technical Evaluation results. One of the reasons could be that questions on the website are only shown As feasibility is one of the main deciders for when consent is given (accepted cookies). GP, a MVP and a Prototype are developed Therefore, contributing time to carefully for evaluation. The MVP is made together design the survey questions is suggested. with Uitagenda (Case p.28) and developed by As questions are straightforward to develop, GP’s developers in Sri Lanka. (Fig. 40). The GP’s technology expert advised to eventually prototype was made by the author of the embed a self-made survey function in the thesis. dashboard. By translating the concept to practise Analysis multiple unexpected problems were Some variables already preform an analysis, encountered. However, the MVP, Prototype, like Sentiment and Share of Voice. GP Strategists and Technical experts all is not able to develop this complicated together showed that most connections, tool themselves. Therefore an external API’s and dashboard functions will be party should be used for these steps. The feasible. The most valuable lessons and prototype tested sentiment analysis for challenges encountered will be discussed. tweets regarding the ‘London Palladium’ theatre as example. It identified multiple mistakes and how sentiment is not related to the theatre itself (Fig. 39). Text (Tweets) Polarity Agreement Subjectivity Irony Said to Tracy 'we are going to the @lighthousefamly at the London Palladium. She replied 'I hate seeing bands over and over again' Every 18 NEGATIVE AGREEMENT SUBJECTIVE NONIRONIC years? #love80smusic Lol we used to say swinging dodgy yogi bear. No idea why. Wasn't it Norman Vaughan's catchphrase? Sunday night at the London Palladium. NEGATIVE DISAGREEMENT SUBJECTIVE NONIRONIC Goodness showing my age

@SophieEB Saw you in Birmingham best show I have ever been too VERY AGREEMENT SUBJECTIVE NONIRONIC fantastic wow can you sing ,loved it so much booked up to see you at the POSITIVE London Palladium can't wait . Figure 39, Ineffective examples of a Sentiment Analysis on tweets for the ‘London Palladium’ theatre.

The ‘Merk Monitor: A data-driven approach towards capturing Brand Experience. 53 Figure 40, First version of the MVP, by GP’s developers. The next iteration will rearrange the variables into the four dimensional categories. The MVP contains open questions, closed questions and observations, spread across the dimensions.

Data knowledge more useful for research. In conclusion, Implementation of measurements required most selected dashboard variables are a lot of knowledge into code and platforms compliant with GDPR, regarding the goal of such as Google Analytics. ISM e-company improving the brand. and GP developers in Sri Lanka both have the expertises needed. However, the Next to being technically and legally feasible, MVP development contributed a lot of the product should also be desirable time to project management for simple according to the client. implementations. Contracting a local data analyst could overcome this hurdle. Usability Evaluation Although most clients initially showed Legal Evaluation feasibility doubts, they were interested in To ensure the legal feasibility of the product, the product. They saw the added value in a data security expert was consulted again. addition to, for example, Google Analytics. “This [product] gives a human face to the All conducted questions are permitted, if data, in contrast to Google Analytics dry the client makes sure to update their privacy numbers.” statement with the notion that data will Both observations and questions were be analysed. Most observations are also preferred by clients, so both need to be part permitted, because consumers gave consent of the dashboard. Strategists clearly vowed to be tracked. (accepted cookies) For online for observant and analytic variables, due to contributions, such as posts, comments their viability. “Dashboards are mostly not and reviews, the legal agreements between used after implementation”, explained one of that (social) platform and the consumer or the strategist. client need to be examined. Social posts and comments need to be anonymised. The purpose of the product was clear and All future variable ideas regarding promising to clients. One stated that: neuromarketing are only possible when “This dashboard could replace our 2 year given explicit consent, and are therefore research report.”

54 Peter de Jong Functionality Evaluation A frequent occurring wish was the ability COMPARE to select two metrics from the dashboard for detailed comparison. (Fig. 41) In this way the data could be analysed even better. “I see this as a creative tool … it forces you into delivering quality.” This was said by one of GP’s clients after suggesting the ability to compare variables. Comparing variables with Conversion was especially desired, to enrich analysis.

Clients asked for a filter option for target group/consumer classification. This could be incorporated in the dashboard by filtering Figure 41, Comparison functionality for selected variables. all data on a specific consumer group. However this can not be done for specific variables, as they will not be comparable anymore.

Another reoccurring point of feedback by clients was the need for an indication or score on their BE. As a successful BE is defined differently for each brand, a generic formula to rate BE is too complicated to develop. To meet the clients request, the condition function for each dimension was implemented in the product, based on the goals set by the client.

In conclusion, the product is technical feasible when limited to only displaying data. For analysis functions, such as sentiment, external parties are needed to make this feasible for GP. When data does not contain personal information and privacy statements are updated as advised, the product will be GDPR compliant. Despite of some technical hesitations, the two clients were very interested in future development of the product as for the promising results.

To deliver on the promise, the next chapter stresses further recommendations to ensure the viability of the product.

The ‘Merk Monitor: A data-driven approach towards capturing Brand Experience. 55 18. Recommendations

This chapter provides recommendations for the development of the dashboard. These are supported by advise on collaborations. Also the business case around the product is discussed.

PRODUCT DEVELOPMENT Future Variables To successfully launch the dashboard, GP Launching the dashboard across different still has a to intensively contribute to the clients will likely identify more variables. project. If the MVP is developed successfully In this way GP could expand their menu it will lead towards the first functional choices. Also, by learning over the years, the dashboard (version 1.0). Accordingly, new menu could be shaped to showing frequently versions can be released in horizons. chosen variables.

Mvp Technological innovations will also pave the An implementation plan for developing the way for new variable measurements. The MVP step by step is proposed in Table 3. promising neuromarketing techniques (p.26) The first versions where already developed may become useful if an innovative way of during this project. The majority of work lies asking consent to consumers is designed. in the third MVP, were an analysis function GP needs to make sure that when new needs to be implemented. measurement opportunities arise, they are checked on GDPR compliance. Dashboard Promising techniques lie in depersonalised After the launch of the version 1.0, the measurements, such as heat-tracking service can be expanded. Table 4 shows the sensors or heartbeat measurements. For this horizons. The dashboard can best be sold as IoT approach, it will be best to partner with Software as a Service (SaaS). In this case the an expert in this field. Partnering the right client will pay for the use via subscription way will be essential for the success of this and GP is able to quickly release updated project. versions. When for example new variables are needed to implement for one particular client, all clients will benefit.

MVP DevelopmentMVP Development Table 3, Iterations for development of the MVP. Dashboard RoadmapDashboard Roadmap time time 2019 2019 2020 2020 2021 2021 2022 2022 MVP 1 MVP 1 MVP 2 MVP 2 MVP 3 MVP 3 horizon horizon MVP MVP Merk MonitorMerk Monitor 1.0 1.0 Merk MonitorMerk Monitor 2.0 2.0Merk MonitorMerk Monitor 3.0 3.0 RearrangementRearrangement to 4 to 4 general generalMVP launchMVP launch MVP DecisionsMVP Decisions Legal checkLegal check Final mvpFinal stage mvp stage goal Creategoal Create Learn Learn Sell Sell Expand Expand dimensionsdimensions Learn fromLearn clients from on clients on Add e-mailAdd question e-mail questionfrom fromDecide onDecide touch on points touch for points forUpdate PrivacyUpdate Statement Privacy Statement for for Create theCreate MVP theand MVP and Publicly brand,Publicly promote brand, promoteand and implementimplement3 hotjar questions3 hotjar questions Develop goalDevelop function goal function describtiondescribtion desired variablesdesired variables and on and on TypeformTypeform content analysiscontent analysis data collectiondata collection and analysis and analysis recruit testrecruit clients test clients sell the Merksell the Monitor Merk Monitor support support Design variables:Design variables: Views, Emotion, Views, Emotion, Manage SriManage Lanka Sri Lanka 2 click through2 click ratesthroughAdd rates mostAdd used most search used terms search terms Develop contentDevelop analysiscontent analysis GP actionsGP actions Hire dataHire scientist data scientist Brand andBrand promote and promoteDashboard DashboardScale up Scalesales up sales RecommendationRecommendation developmentdevelopment Iterate onIterate MVP tillon MVP till DevelopmentDevelopment of different of differentImplementation Implementation of of Connect ConnectGoogle Analytics Google Analytics Api Api ImplementImplement Views Views developmentdevelopment ImplementImplement new variables new variables arrived onarrived proposed on proposed variants. variants.Develop ownDevelop survey own surveyaugmented augmented analytics analytics ImplementImplement questions: questions: Only chargeOnly charge Only chargeOnly charge Emotion Emotionand and pricing pricing SubscriptionSubscription model for model SaaS for NewSaaS PricingNew analytics Pricing analytics function function implementationimplementation hours implementationhours implementation hours hours RecommencationRecommencation external partyexternal party Decide onDecide analysis on toolanalysis tool Check legalCheck agreements legal agreements for APIs forImplement APIs Implement analysis analysis

56 Peter de Jong EMPLOYEES AND COLLABORATIONS ISM E-group already houses a lot of knowledge and expertise regarding data analysis and dashboard development. However, important arrangements need to be done to make full use of this knowledge. Development located in Sri Lanka requires a lot of (online) briefing for every iteration on the dashboard. As alternative for getting an internal data expert, GP could contract a percentage of hours from a data analyst at ISM. In this way long waiting times for small iterations are prevented. Another major part affecting employees is technical support of sold dashboards. GP has one support employee in the Netherlands. However, when multiple clients will operate a dashboard, probably a lot more support issues need to be solved. Anticipating on this in time will prevent that all dashboard support issues will end up at one person.

Recommendations on product development and on collaborations were discussed. However the product also needs to be sell- able. The next paragraphs give insights into the business case around the product.

MVP DevelopmentMVP DevelopmentMVP Development Dashboard RoadmapDashboard RoadmapDashboard Roadmap Table 4, Roadmap for developing the Merk Monitor. time timetime2019 20192019 2020 20202020 2021 20212021 2022 2022 MVP Development Dashboard Roadmap MVP 1 MVP 1 MVP 1MVP 2 MVP 2 MVP 2 MVP 3 MVP 3MVP 3 horizon horizonhorizonMVP MVPMVP Merk MonitorMerkMerk Monitor 1.0Monitor 1.0 1.0Merk MonitorMerkMerk Monitor Monitor 2.0 2.0 2.0Merk MonitorMerkMerk Monitor 3.0 3.0 RearrangementRearrangement to 4 Rearrangement to 4 to 4 general generalMVP launchMVPgeneral launchMVP launch MVP DecisionsMVP DecisionsMVP Decisions Legal checkLegal checkLegal check Final mvpFinal stage mvpFinal stage mvp stage goal CreategoalgoalCreateCreate Learn LearnLearn Sell SellSell Expand ExpandExpand dimensionsdimensionsdimensionstime 2019 2020 2021 2022 Learn from clients on Add e-mail question from Decide on touch points for Update Privacy Statement for Create the MVPLearn and from Learn clients from on clients on Publicly brand, promote and implement 3 Addhotjar e-mail questionsAdd question e-mail question fromhorizon fromDecide onDecide touch on points touch for points for Develop goal function describtionCreate theCreate MVP the and MVP and desired variables andPublicly on Publiclybrand, promote brand, promote and Expand and functionality MVP 1 MVP 2 MVP 3 implementimplement3 hotjar questions3 hotjar questions Typeform content analysis MVP data collection andDevelop analysis DevelopgoalMerk function goal function Monitor 1.0 Merkdescribtion Monitordescribtion recruit 2.0 test clientsdesired variablesdesired variables and onMerk and on sellMonitor the Merk Monitor 3.0 TypeformTypeform content analysiscontent analysis recruit testrecruit clients test clients support sell the Merksell the Monitor Merk Monitor and sales. Rearrangement to 4 Design variables: Views, Emotion, Manage Sri Lankasupport support 2 click through rates Add most used search terms Develop content analysis GP actions Hire data scientist Brand and promote Dashboard Scale up sales general MVP launch MVP Decisions Legal check Final mvp stage goal CreateRecommendation Learn Sell development Expand dimensions Design variables:Design variables: Views, Emotion, Views, Emotion, Update PrivacyUpdate StatementPrivacy Statement for for Manage SriManage LankaIterate Sri on Lanka MVP till Development of different Implementation of Connect Google Analytics Api Implement Views GP actionsGPdevelopment actions Hire dataHire scientistImplement data scientist new variablesBrand andBrand promote and promote Dashboard DashboardScale up Scalesales up sales 2 click through2 click throughrates Add rates mostAdd used most search used terms search termsRecommendationRecommendation data collectiondata collection and analysis and analysisDevelopLearn Developcontent analysiscontent from analysis clients on developmentdevelopmentarrived on proposed variants. Develop own survey augmented analytics Add e-mail question from Decide on touch points for Create the MVP and Implement questions: Publicly brand, Iteratepromote onIterate MVP tillon MVP and till DevelopmentDevelopment of different of different 3 hotjar questions Develop goal function desired variables and on Only charge Only charge ImplementationImplementation of of implement describtion Emotion and developmentdevelopmentarrivedpricing onarrived proposed on proposed Implement Implement new variables new variablesvariants.variants. DevelopSubscription Developown surveymodel own for survey SaaS New Pricing analytics function Typeform content analysis recruit test clients sell the Merk Monitorimplementation hours implementation hours augmentedaugmented analytics analytics ConnectConnect Google Analytics Google Analytics Api Api ImplementsupportImplement ViewsRecommencation Views dashboarddashboard tool. Addtool. comparison Add comparison function function external party Decide on analysis tool Check legal agreements for APIs Implement analysis ImplementImplement questions: questions: Design variables: Views, Emotion, Update Privacy Statement for Manage Sri Lanka Only chargeOnly charge Only chargeOnly charge GP actions EmotionHireEmotion and data and scientist Brand and promotepricing pricing Dashboard Scale Subscriptionup salesSubscription model for model SaaS for SaaSNew PricingNew analytics Pricing analytics function function implementationimplementation hours implementationhours implementation hours hours 2 click through rates Add most used search terms Recommendation data collection and analysis Develop content analysis development RecommencationRecommencation external externalparty party Decide onDecide analysis Iterateon toolanalysis tool onCheck MVP legalCheck agreements legal till agreements for APIs forImplement APIs Implement analysis analysis Development of different Implementation of development arrived on proposed Implement new variables variants. Develop own survey augmented analytics Connect Google Analytics Api Implement Views dashboard tool. Add comparison function Implement questions: Only charge Only charge Emotion and pricing Subscription model for SaaS New Pricing analytics function implementation hours implementation hours Recommencation external party Decide on analysis tool Check legal agreements for APIs Implement analysis The ‘Merk Monitor: A data-driven approach towards capturing Brand Experience. 57 BUSINESS CASE needs. (Table 5) Although performing a business case was not the focus of this thesis, the project package Bronze Silver Gold still brought some valuable advice on the content Only the Merk + 1 extra variable unlimited Monitor 1.0 per dimension variables and business case.. + social platforms measurements. of choice

Sales pitch pricing free €50-100 per €200+ per To make a fruitful business out of the month month Merk Monitor, it first needs to be sold.The aim of GP is to convert consumers into Table 5, Proposal for the three packages in which the Merk brand ambassadors. GP could strengthen Monitor can be sold. this message with their novel developed dashboard for monitoring BE. The monitor provides: Pricing • Rich quantitative and qualitative insights To consult on the price range for each in how a brand is experienced. package, comparable dashboard solutions • Insights which help in steering and were scouted. There are plenty of dashboard guiding brand and marketing strategies. tools on the market, however most Dutch • Recorded validation for creative tools don’t publish their pricing publicly. investments. Figure 43 shows a concise study of similar Additionally, results from successful test tools with available pricing. All shown cases should help in gaining a clients products are focussed at data integration. trust. This could be for example: “Together Not all products are as relevant or with Uitagenda we raised their emotional comparable with the Merk Monitor. Based experience from ‘mainly frustrated’ to on their functionality and which platforms ‘excited’.” Or “We changed Uitagenda’s brand they integrate, a ranking is made. As Cyfe, association from ‘useful’ to ‘expert’.” Klipfolio and Coosto are able to preform When clients are persuaded to use the similar measurements as the Merk Monitor. dashboard, it is important that the solution Therefore, the Silver package pricing is estimated at approximately €50-100 a

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• Volgt binnenkort. and support hours, the costs of the Merk Monitor are limited to the use of external platforms. Mostly all API’s are free in use, as Figure 42, The GP ‘Menukaart’ presenting three levels of GP’s clients are mostly SMEs and therefore pricing for each stage of their method.. do not gather millions of responses. When this usage is exceeded: an upgrade, for fits their budget. example a Sentiment analysis by Google, GP Menukaart costs one dollar per month. GP operates according to a menu where they provide their services split up in three ascending levels: Gold, Silver and Bronze. (Fig. 44) Connecting to this menu, the Merk Monitor could be marketed with a limited amount of variables, depending on the chosen package. The Bronze package could be limited to the initial dashboard proposal (p. 50) and promoted as free sample. In the Gold package, the client could discuss variables with GP and adapt them to their

58 Peter de Jong + + €1000 0 free level VALUABLE level 1 PLAYERS level 2 level 3 level 4 level 5 + + level on request

+ €500

+ +

€100 + €50

€25

0 Pricing €0

Cyfe Klipfolio Coosto Geckoboard Hootsuite Social Bakers Tray.io Funnel.io

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Figure 42, Similar dashboard tools and their pricing. Each product has different names for their levels of pricing, hence they are numbered.

Whitelabel Dashboard As most of the cost will lie in development, the author advices not to ‘reinvent the wheel’. When partnering with an expert in dashboard solutions the Merk Monitor could be developed by them. This could result in lower development costs. It is important to choose a fitting partner who is able to implement new measurements. The three marked products will provide a good starting point for GP to discover external partners. (Fig. 43)

The ‘Merk Monitor: A data-driven approach towards capturing Brand Experience. 59 19. Project Conclusion

This graduation project was conducted for GP, providing them a method to measure Brand Experience. This chapter will conclude if the project answered the research question accordingly.

This master thesis contributed to how BE is perceived by the consumer. academics by translating BE measurement Preferable attributes, retrieved through frameworks to practise. This is done through client validation, were selected for a final approaching BE measurement holistically dashboard concept. and data-driven. It answers the call for a more accurate measurement of BE, by This graduation project contributed to GP capturing consumer perceptions across by providing them the academic founded multiple touch points through different concept for measuring BE. In addition to types of measurement. The proposed the dashboard proposal, a MVP was made to method will be useful for creatives, ensure feasibility. Future development of the marketeers and brand strategists to get MVP, together with insights from this theses a better grip on their consumers’ brand should provide all needed knowledge to perception. successfully launch the dashboard.

The literature study, exploratory research Fit with design requirements and design process all led to delivering a All demands from the design brief are dashboard tool which embodies the answer met. Most importantly, the Merk Monitor to the initial research question: focusses on brand-owned touch points, How can GuiltyPeople measure Brand however also uses different owned touch Experience, perceived by consumers, through points. It is extremely flexible due to the different ways of data collection at touch variable selection process. The proposal uses points across the customer journey? multiple different data sources and types of data collection. The research pointed out that BE is a multidimensional construct and therefore To successfully launch the Merk Monitor needs to be approach holistically. The the author believes that GP has to put created framework around BE showed that extensive effort in developing the MVP a consumers’ BE develops over time. This BE further. Contracting a data analyst will be is made up of a sensory, affective, cognitive essential if GP wants to meet the timing and behaviour dimension. Literature and of the roadmap (p.57). Also, a radically market research showed that to adequately shift towards outsourcing the dashboard capture these dimensions, both objective development could contribute to a timely and subjective measurements need to be launch. combined. This thesis and its deliverables provide These insights led to the proposal of a starting point for GP to enter a time of a dashboard, which houses the four iterative learning. dimensions of an experience. The four I am confident that with enough dimensions are defined by multiple contribution to the project, GP is able to attributes which evoke the experience. The launch a functioning product, answering the combination of attributes provides insight in research question.

60 Peter de Jong 20. Limitations and Future Research

This chapter discusses limitations of the graduation project and its approach. These will be translated to future research possibilities.

LIMITATIONS these factors are captured together with every other measurement. For observations Actual or approximated BE this will be too complicated to execute. The method answering the research The dashboard attempts to fix this problem question is based on approximating BE. It through asking contextual questions could not be proven (yet) that the designed together with questions such as Emotion, solution captures an average of the actual BE Need fulfilment and Recommendation. consumers have with a brand. Knowing this beforehand, this project was executed as Significance starting point towards approximating BE. As found out in the case with Uitagenda and No empirical studies were done to prove through developing the MVP, the percentage that the combination of attributes provides of consumers responding to surveys is insight in BE, due to time constrains. mostly lower than 10%. This thesis does not adress if this data is significant enough to In addition to this, there is a discrepancy say something about BE. between observing executed behaviour and surveying behavioural intentions. FUTURE RESEARCH Objective observations measure actual behaviour (clicks, placed comments, views Future research could be done in validating etc.) , whereas questions measure subjective the proposed attributes which make up intentions of consumers. (answers they give) BE. A possible way for validation could be done by comparing dashboard data with a conduct study using the BE scale of Brakus et. al (2009).

Also, future research could be done in Figure 43, Left: Behavioural intension through survey, innovative ways to observe consumer Right: Behavioural measurement by amount of clicks on behaviour. The major challenge lies in webpage element. doing this GDPR compliant, by not storing personal data. For example heat cameras This makes the measurement method of the or infrared sensors could be a starting ‘Merk Monitor’ an approximation, because point. This could provide a solution real affective or cognitive intentions only to the limitation of capturing context could be measured accurately through measurements properly. neuromarketing methods. Finally, future research could be done on Context measurement how to implement a significance indication. The addition of context measurements is This could be shown in the dashboard itself, useful to enrich the analysis of BE. However, for example by an icon of a flag. accounting for consumer factors (e.g., expectation) properly is challenging. Ideally

The ‘Merk Monitor: A data-driven approach towards capturing Brand Experience. 61 21. Personal Reflection

Looking back on the whole process, I am On the topic of (brand) experience, I gained thankful for the great freedom I got in a deeper understanding of what consumers approaching this assignment. Next to this experience while interacting with a brand. freedom, I also got a lot of people’s time and Knowledge from the field of Psychology resources. GP made sure I got what I needed contributed to this. to deliver a desirable solution. For measuring BE I acquired a lot of practical Personally I enjoyed connecting new knowledge on data collection methods. measurement methods to the perception Next to learning new methods, I also gained of brand experience. Looking back, it was practical knowledge on possibilities and an opportunistic approach but I truly limitations of tools like Google Analytics, believe this project provides a great start. It Social API’s and Hotjar. contributed to my strive to translate fuzzy problems into practical projects. Discovering the purpose and rules of the GDPR contributed to my strive towards I was able to execute the project on my own. facilitating an ethically accepted method. However I found out I definitely missed the support of teammembers. Personally I need Continuing on previous projects I executed to discuss regularly to take away doubts and at organisations, again, I had the possibility uncertainties about my work. Luckiliy Arne to execute a strategic problem through was a great mentor, always in for a quick development of a digital tool. Translating the chat. complex problem into an understandable briefing for developers was really The first half of the project I spend a lot encouraging to me. I am happy that I could of time on exploration and gathering use literature studies as guidance this time, knowledge. If I had the change to do it again instead of only functioning as inspiration. I would start earlier with managing the development of the MVP. Measurements Finally seeing the first MVP gave the could already been implemented at the start fulfilment of being able to translate this of the project, however, not knowing what fuzzy problem into a usable tool. the attributed value was, hold me back. In my belief, this conceptual embodiment of a strategy is what makes us strategic I am happy to reflect on my personal designers unique in our profession. ambitions which were formulated prior to the project:

62 Peter de Jong Bibliography

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The ‘Merk Monitor: A data-driven approach towards capturing Brand Experience. 65 Appendices

A - Antecendents and consequences of BE

B - Dimensions of Experience

C - Measurement scales and dimensions

D - List of requierments and wishes

E - The API landscape

F - 1 Data and GDPR, 2 Data expert Interview

G - 1 Active Methods, 2 Semi-Active Methods, 3 Passive Methods

H - 1 In-house Company Interview, 2 Agency Company Interview

I - Customer Journey mapping session Guide

J - SWOT analysis

K - Design Directions: 1 Board, 2 Security, 3 Tiles, 4 Town, 5 Human

L - Concept Selection Guide

M - Selection Toolkit

66 Peter de Jong