MarketFX™ is a tracking research methodology that helps clients to monitor and maintain the strategic direction and equity of their brand. MarketFX™ channels valuable insight back into the strategic planning process by helping marketers to understand how recent changes to strategic brand positioning and executions have impacted brand perception and the competitive landscape.

MarketFX™ aims at monitoring a client’s brand evolution: using the toolkit from our MarketSpex™ solution, we track the impact on the consumer and the market in its entirety. This involves understanding both the emotional and rational measures of a brand’s effectiveness in the market. Emotions play an important role in every decision we make, which is why our methodology focuses on quantifying feelings - a person’s gut instinct - as well as all the traditional performance tracking measures.

The MarketFX™ solution provides three key deliverables that lead marketers and their companies to maintaining their brand’s strategic direction:

• Set the course - Track the emotional and rational measures linked to in-market brand performance vs. the competition
• Monitor - Understand the impact of marketing activities, both your and competitive
• Manage - Employ actionable recommendations on how to manage your brand more effectively

While most other research companies provide an understanding of a brand’s performance at a functional level, Hotspex also provides it on an emotional level, thereby completing a company’s understanding of its impact on the consumer and the market landscape. We have proven the technique of profiling brands, companies and markets holistically in a wide range of industries: from consumers purchasing fast-moving consumer goods, such as snack foods, to CEO’s choosing investment banks.

The result is a comprehensive understanding of the brand’s performance on the emotional and rational drivers that determine in-market success versus the competition. With this information, Hotspex helps clients effectively manage their brands by identifying opportunity areas to refine the brand positioning and to grow market and mind share.