2038 Roswell Avenue Charlotte, NC 28207
Phone: 704.650.0633		 "candescence tools” is a suite of data collection and analytical processes that are proven in consumer and business to business applications. They are efficient, affordable and actionable.

The theory underlying the design of many of these processes is that clients must participate in the process. Many of our engagements, therefore, make ample use of workshops and feature projective techniques that involve clients and consumers rather than over-relying on traditional quantitative survey methodologies.

Sparks is a structured brainstorming tool that systematically explores 15 different opportunity areas or “sparks” that can ignite a brand. The tool is used in a workshop comprised of typically 12 subject matter experts from the client organization. The workshop usually lasts less than three hours and consists of two parts: brainstorming and evaluation.
Pro-File is a projective technique that uses a library of images to construct collages or “profiles” of target segments or competitive brands. This workshop is often used with “Sparks” to provide the more subjective and personality-based dimensions of a brand.
BrandStats is a proprietary usage and attitude study used to survey the various constituents that are critical to a brand’s success. This a quantitative tool that uses statistical sampling techniques to uncover consumer (or customer) insights. The methodology typically includes: aided, unaided and associated awareness measures, an ideal brand assessment, purchase/repurchase intent, and other questions realted to the purchasing process. The core of the survey is a battery of image and attitude statements that are rated for their importance, brand performance and competitive brand performance. BrandStats is used as an exploratory tool, a benchmarking study and a tracking study to measure brand building over time.