The Value of Measuring Countries as Brands Using QRi QualiQuant®
QRi are FutureBrand’s independent global research partner for the Country Brand Index. We have been collaborating with Futurebrand using our QualiQuant® methodologies to build the Country Brand index of 75 countries, which was launched today!
We defined the research approach against FutureBrand’s initial hypothesis, providing in-depth analysis of the qualitative and quantitative data underpinning the report, as well as managing recruitment, and questionnaire development.
QRi Consulting has been working in close collaboration with FutureBrand, helping to define the research approach against FutureBrand’s initial hypothesis, that the ranking PwC’s top 100 global companies will be re-ordered when the balance between ‘wants’ and ‘needs’ (or ‘Experience’ and ‘Purpose’) is measured, regardless of their financial performance. QRi has been managing recruitment, questionnaire development, and providing in-depth analysis of the qualitative and quantitative data underpinning the report.
This work is informed by QRi’s extensive research, brand and sector knowledge and experience as well as our QualiQuant® methodologies.
Our ability to measure emotion, through evaluating companies on Purpose and Experience dimensions, has enabled us to define emotional perceptions and relationships that our global audience has with the top 100 market cap companies of the world. This approach is arguably a better predictor of future potential, showing that Future Brands have strong ratings on both Purpose and Experience.