Delivering impact through simplification of brand tracking data
Creating a simple model of drivers of SR’s Value to Society
The challenge
Sveriges Radio (SR) has a wealth of data from a brand tracking program going back many years. Previous analysis had looked at the relationship between a wide array of imagery and performance attributes and four different outcome variables. Complexity in the results meant that no actions had been taken, and value from the tracking research was therefore limited.
The solution
A robust analysis plan was developed to bring much need structure to the results. Initial analysis identified a single KPI on which to focus – and multiple approaches were applied to reduce the number of attributes in our model. Our final model was then simplified into a non-statistical visualisation as the primary communication tool.
The result
We presented the model to the SR board, and have been invited to communicate to the other senior managers throughout the business.
I think the presentations went very well yesterday. Well done! The discussion afterwards was good and interesting. So the material you presented worked as I had hoped.
Johan Ljungstrom
Brand and Communications Director, Sveriges Radio
