The Challenge
Our client, ESSEC Business School, tasked JOLT to evaluate in APAC the impact of media and other communications activity on top of funnel measures such as awareness. The usual approach would be to run traditional market research. But with limited number of people in market for Business School education at any point in time, this would be expensive and inefficient
Our Solution
Challenging traditional methods
JOLT recommended to use an innovative approach called Share of Search (SoS) to measure brand awareness
A rigorous process
We collected search volumes for a 24-month period across 9 markets in Asia and measured share of search for ESSEC and its various programmes vs. competition
JOLT challenged how brand awareness is traditionally measured and delivered a cost-effective research that became the norm for the client
The Results
We uncovered some growth opportunities by building ESSEC’s presence in relation to specific programmes.
We were able to save thousands of dollars by using this innovative research method vs. traditional market research.
We are now conducting this research every year to measure awareness’ progress
