Differences in IQ

Ask the same questions as everyone else and you’ll probably come up with the same answers. Affinity IQ™ is different. We believe you can’t generate new insights with an old approach.

Traditional research models provide plenty of information, but more often than not, the results are difficult to interpret or apply in any meaningful way. Affinity IQ delivers data that translates into real world strategies. We achieve this through a model that overcomes the weaknesses inherent in conventional methods.

There are four main differences:

1. Affinity IQ is the only research model that can accurately identify brand lovers.
2. The Affinity IQ model acknowledges that a person’s feelings about a
   brand do not occupy a sliding scale: love and hate are polar opposites. As a result our proprietary scale provides a more meaningful measurement of respondents’ feelings than the single index scale used in traditional linear research. When was the last time you felt “4” about something?
3. The Affinity IQ algorithm and question set breaks people into separate
   groups; lovers, likers, unconvinced, dislikers and haters. Rather than treat respondents as one amorphous group that reduces all responses to a mean score, we are able to highlight the differences in attitudes and behaviour.
4. As a result the Affinity IQ model is able to identify the genuine drivers for your brand. This delivers real insights and allows you to develop strategies to migrate brand likers or those who are unconvinced up the chain to become brand lovers. Something no other research model can achieve.
    

… more: how to raise your brand IQ