According to a July 2021 post by e-marketer.com, e-commerce is well on track to surpass 20% of
total retail by 2024.
That’s good news for the package delivery industry dominated by companies such as FedEx and
UPS who can use their established worldwide logistics network to their maximum advantage.
But imagine you’re presented with the option to choose between these competitors – who
would you prefer and why? Mindspeller sheds light on what really influences decision-making.
The Challenge
How can Mindspeller predict which one of these two top of mind brands will be preferred, given
the consumer is presented with a choice when purchasing online?
The Solution
Consumer neuroscience teaches us that you are likely to prefer brands that best match your
implicit goals. For a package delivery service, we assume concepts like ‘fast’, ‘quick’, ‘on time’ or
perhaps ‘trustworthy’ might reflect your main implicit goal.
Predicting by comparing frames of reference
Mindspeller’s Competitive Profiler allows us to reveal which concepts differentiate our two competitors most in people’s minds.
A quick scan reveals a clear winner. Almost all of the FedEx associations resonate with the
‘timing’ related goals of the customer. Associations with ‘brown’ ‘cardboard’ ‘boxes’ seem to
differentiate UPS the most when facing FedEx. These associations might be stereotypical
archetypes of the delivery service as a category. But they don’t evoke any emotions or
experiences that would help them stand out among the competition or connect with our
customer’s implicit goal. They certainly don’t represent the most sexy part of the delivery
service.
Predicting by plotting association trends
With Mind Tracker, the world’s first implicit brand tracker, we can monitor the impact of your
campaigns in the customer mind (driving 95% of decision behavior), and see how both brands fare in terms of association strength with an intended frame of reference, like ‘fast’, ‘on time’ or
‘trustworthy’.
Above image depicts the evolution of the Mindspeller Association Score between the two competitors FedEx and UPS against the implicit goal ‘fast’.
Above image depicts the evolution of the Mindspeller Association Score between the two competitors FedEx and UPS against the implicit goal ‘on time’.
Above image depicts the evolution of the Mindspeller Association Score between the two competitors FedEx and UPS against the implicit goal ‘trustworthy’.
More importantly, we can now relate jumps and trends in the association score to historical
investments in brand campaigns. Understanding these relations enable brand managers to
better predict top of mind consumer preferences.
Find out how we can help predict and improve your brand frame of reference.
Reach out to us via contact@mindspeller.com
