Byron Sharp method

Important marketing KPIs such as brand awareness and image can be measured in two ways, depending on the product category. For product categories where decisions are made quickly, we recommend using the Byron Sharp principle (FAST) as a starting point. For product categories where decisions are made slowly and rationally, we use the traditional method (SLOW).

Why the Byron Sharp method?

Byron Sharp's FAST method is based on the principle that consumers have no emotional attachment to brands and therefore do not base their choices on brand image or other rational aspects. According to Sharp, consumers are guided solely by situations in which they think of a brand (category entry points), recognize brands by certain specific characteristics (distinctive brand assets), and by physical availability.

In various studies conducted by Markteffect, Byron Sharp's theory is incorporated. Research is conducted based on three guiding factors. Distinctive brand assets are the uniquely recognizable characteristics of your product, service, or brand. To what extent is a brand salient, and does this play a role in the decision-making process?

The category entry points relate to both awareness (top of mind, spontaneous, and aided) through recognizable characteristics, but also to "possible solutions or products" that come to mind when thinking about a category. By looking beyond brands, we try to get inside the consumer's head and understand why he or she makes certain choices.

When it comes to physical availability, for example, we look at how easy it was for consumers to purchase a product in a particular category and whether the purchase they made was related to the extent to which the product was readily available.

The possibilities at Markteffect

To fully understand what makes a brand unique, conducting research using Byron Sharp's theory is crucial to ensure that marketing and communication investments are deployed effectively. At Markteffect, through research, we ensure your investment yields maximum returns!

More information about the Byron Sharp theory can be found in our knowledge base. Or feel free to contact us for more information about your issue in relation to Byron Sharp.

Knowledge base: Byron Sharp