Employee Spotlight: Adam Hunt
October 22, 2021
Intellicast S4E37 – Facebook Rebrand, Momentive, and More
October 25, 2021
Welcome back to Intellicast! We have a very timely episode for you this week. With all of the issues going on with different brands, and what seems to be a loss of consumer trust, we brought on a great group of guests to discuss measuring brand trust and why it is so important.
Joining Brian Lamar and Producer Brian is EMI’s Andrew DeCilles, as well as Alex Millet (Managing Director) and Lindsey Bartel (Senior Analyst) both of BrandTrust to discuss trust in brands.
[1:37] The discussion kicks off with some recent news around what is going on with Southwest and the canceled flights, and how they seemed to be endangering their consumer trust. This leads directly into why brands should be measuring trust as part of their research mix. The group also touches on the impact COVID has had on trust in brands.
[5:49] Next, Alex and Brian talk about why it is important to understand trust as a brand. Alex talks about the 3 components of trust the BrandTrust looks at: Capabilities, Intent, and Vulnerability/Reciprocity. The last one is really around the emotional connection consumers have with brands and is a big component of the research into trust.
[11:22] This leads naturally to Alex and Lindsey discussing BrandTrust’s unique methodology for research trust in brands called Narrative Inquiry. Lindsey gives some great background on the methodology and what all goes into it that makes it unique in the market research space.
[18:08] The conversation takes a bit of a turn as Andrew asks about the importance of the open-ends and their impact on the quality BrandTrust gets using Narrative Inquiry. Lindsey talks about how they maintain engagement with respondents. It really starts to blur the lines between qual and quant. It leads to Andrew discussing how he can find the respondents that are willing to go through this methodology.
[30:17] Alex and Lindsey then talk about a trust case study for a large membership organization that they did using Narrative Inquiry. Alex also talks about an upcoming webinar they are hosting on November 4, 2021, where they will be diving deeper into measure brand trust.
[32:51] We switch gears in the second half of the interview, and ask Lindsey and Alex a new round of the 4 P’s. We find out their hidden talents, what their indulgences are, and the quirky habit they started because of COVID.
This is a can’t miss episode.
If you want to sign up for BrandTrust’s upcoming webinar, The Truth About Trust: Exploring What Trust Means to Brands, on Thursday, November 4, 2021, at 12:00 Pm EDT, click here.
You can learn more about BrandTrust and Narrative Inquiry by visiting their website at www.brandtrust.com.
You can with Alex and Lindsey on LinkedIn:
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