For more details on our Mean More® Score, please download our thought paper.
Meyocks helps brands shape marketplace meaning. To track our progress, we’ve developed our own proprietary metric called the Mean More® Score. It’s based on a straightforward concept of quantifying consumer disappointment with having to use the second choice in a category. Click here for our research methodology.
Given our focus on health care marketing at Meyocks, one of the categories we explored was medical insurance. We wanted to see what medical insurance brands mean more to consumers when faced with the prospect of having to replace their first-choice brand with their second.
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Research shows that consumers would be most disappointed if they had to give up medical insurance with Kaiser Permanente. On the other hand, consumers would be less disappointed to give up their Aetna or UnitedHealthcare medical insurance brands.
So why does the Mean More® Score matter? Our analysis of a number of consumer categories shows that Mean More® Scores have a higher correlation with revenue growth than standard brand measurements such as “Overall Brand Rating” and “Willingness to Recommend.”
In future blog posts, we’ll highlight additional categories and how disappointed consumers would be with their second choice.
For more information about our Mean More® Score process download our whitepaper or contact us today.