The Brand MRI’s Digital Survey component identifies the benefits that customers value most about your brand, and that are critical to developing your Brand Position. For each Brand attribute surveyed, respondents are shown four benefits and asked to choose the benefit they value most. Each benefit is described both with a propositional statement and an image that conveys its rational or emotional nature. This forced-choice survey design—asking respondents to choose from limited options with limited information and time—more accurately replicates a purchasing decision and ensures that our results reflect the factors that motivate customer choice—not opinions.
The Brand MRI is the only integrated, data-driven, process to reveal and communicate your brand’s most powerful position and create business growth.


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