La #Premiumness è oggi uno degli asset più strategici per i brand.

Ma cosa rende davvero un brand premium agli occhi dei consumatori?

ALES ha condotto un’analisi approfondita sul tema, individuando 9 key learnings che aiutano a costruire e rafforzare la percezione di premiumness nel tempo.

Se vuoi scoprire i risultati completi dello studio per altre esigenze di ricerca sul #branding o altri ambiti, contattaci!

#Premiumness #BrandStrategy #BrandPositioning #BrandValue #MarketingInsights #BrandResearch

Ieri, al Market Research Forum 2025, principale evento italiano dedicato alle ricerche di mercato organizzato da Assirm e sponsorizzato da ALES, Tommaso Pronunzio ha parlato del ROI delle ricerche di mercato, un KPI di importanza cruciale per l'intero settore. È stata una giornata proficua e stimolante, ricca di spunti, discussioni e ispirazione!

Il nostro partner in Romania 𝗜𝗦𝗥𝗔 𝗖𝗲𝗻𝘁𝗲𝗿 ha publicato il seguente articolo che ci fa piacere condividere:

How promotion mechanics shape credibility

Shoppers don’t judge all “equal value” promotions equally. There are moments when math matches but trust does not. In Episode 3 of ISRA & Revista Piața’s series on Romanians’ trust in temporary price reductions (TPR), we find that the mechanic of a promotion can raise or depress credibility even when the benefit is mathematically identical.

🔍 Discounts of “2 for 1” are better trusted vs “-50%” (mean credibility score 3.4 vs. 3.2), consistently across demographics.

🔍 “3 for 2” (~33%) secures very good trust (51%, with avg. 3.5), but a straight “-35%” lags by comparison (just over 40%, with avg. 3.2). It performs similarly to “6+2 free” (avg. 3.2) which would also translate into ~33% off as benefit.

🔍 There are in some cases clusters of parity such as the one proved for ~25% benefit. This is shown by “4 for 3”, “-25%”, and “-50% on the 2nd” all landing around 3.4 average trust scores.

🔍 Quantity bonus vs %-off: “500g + 100g free” (~16.7%) is less credible than “-15%” (3.3 vs. 3.5).

🔍 “-20% on the 2nd product” (~10%) is less trusted than a simple “-10%” (average scores of trust: 3.4 vs. 3.6).

𝗪𝗵𝘆 𝗶𝘁 𝗺𝗮𝘁𝘁𝗲𝗿𝘀

When economics are equal, it is important to choose the mechanic that signals clarity and fairness to shoppers. Results recommend to keep the math simple (e.g., “2 for 1” or clean %-off) and avoid bundle/quantity bonuses that look more complex than they are.

https://isracenter.com/same-discount-different-trust-why-mechanics-matter-2025/