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When To Use It

  • Launching or rebranding in a market and need a clean read on awareness and positioning
  • Sizing a competitive set or white-space opportunities unique to your footprint
  • Pre-/post- campaign lift studies tied to your media plan
  • Message, offer, or creative testing before go-to-market
  • Retail/store trade area or franchise-level comparisons

The Process

  • Design sprint (1–2 sessions): define decisions to be made, KPIs, markets/segments, sample frames.
  • Questionnaire build: core TOMA + your custom modules (e.g., creative tests, MaxDiff, conjoint).
  • Fielding: market-balanced sample with your quotas (age, gender, HHI, county/zip, language, etc.).
  • Delivery: Quick and Easy crosstabs, and optional raw data.

Key Performance Indicators

  • Unaided/Aided TOMA: spontaneous first mention; aided recognition list.
  • Funnel: awareness → consideration → trial → repeat → preference.
  • Brand equity: attributes (fast, trustworthy, best value, premium, community-minded), NPS.
  • Competitive map: share of mind vs. top competitors, white-space positioning.
  • Media links: ad recall by channel, frequency, recency, and message takeaways.
  • Actions & intent: likelihood to try/switch, drivers and barriers.

Example Topics

  • Top-Of-Mind Awareness
  • Consideration and Preference
  • Usage and Recency
  • Drivers and Barriers
  • Attribute Ratings (e.g. 1 to 5)
  • Messaging And Creative
  • Media Touchpoints
  • Price And Value Perception
  • Switching and Retention
  • Trade Area Cuts
  • First Party Customer
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Deliverables

  • Access through Quick and Easy Software
  • Market/segment dashboards

  (e.g. filter by county/ZIP, demo, media exposure)

  • Crosstabs & codeframe (open-ends coded)
  • Creative/Message winners

What It is

In addition to syndicate local market TOMA tracking, TOMA.Solutions will design a custom, study to answer your specific business questions—by category, geography, audience segment, or campaign. You get exclusive insights, custom questionnaires,

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