ESP analysis produces metrics that are calculated and presented in a Dashboard. This adds a wealth of structural and objective information to the subjective judgements usually relied upon in the briefing, development and evaluation of brand and marketing communications.

The software searches copy, layouts and pictures for the structural characteristics known to feature in audience rapport models. Behind the ‘Dashboard’ are more detailed descriptors for key rapport motivators and structural preferences. By identifying and comparing the presence of elements found in the audience rapport model, we can accurately predict the engagement and effectiveness of those communications. And because it is quantifying many different structural details, it reveals and highlights aspects of copy and visual that are usually unrecognised or difficult to identify.

Creative personnel are empowered by quantitative information and an excellent brief from which they can focus their creativity for optimum results. Marketers know that the resulting creative strategy can be assessed and discussed objectively and intelligently.

Our clients include many of the UK’s leading blue-chip companies that use the Instrument to develop communications that are more effective because they are more in rapport with their target audiences. The analysis and outputs provided by the Benchmark Instrument allow you to plan, brief, create and review communications more efficiently and at a deeper, more objective level.

To support your use of the process, ESP provide expertise, support and training to enable teams to share the understandings, improve personal skills and enhance group abilities. 

Customer Insight Case Study - BUAV
Customer Insight Case Study - Thomas Sanderson