The Market Responsiveness Index (MRI) is a strategic measurement tool used to assess a brand’s relevance and impact within its target market. Unlike other indices, such as the Brand Equity Index (BEI), the MRI focuses on consumer engagement and qualitative perception, factoring in brand affinity and interaction.
Key components of the MRI
The MRI is based on three core dimensions :
- Brand Awareness Rate : the percentage of consumers who are aware of the brand.
- Brand Engagement Rate : The proportion of consumers actively interacting with the brand (e.g., repeat purchases, social media shares, participation in brand events…).
- Brand Advocacy Rate : The percentage of consumers willing to recommend the brand to others.
MRI calculation formula
The MRI is calculated by combining the three elements as follows :
MRI = (Market Demand × Product-Market Fit × Competitive Differentiation) / (100²)
This formula normalizes the index on a readable scale, making it easier to compare across brands and analysis periods.
Practical example
Consider the case of an organic cosmetics brand :
- Awareness : 80%
- Engagement : 50 %
- Advocacy : 60%
Applying the formula :
An MRI of 24 indicates a brand with a solid foothold in its market, showing a healthy balance between awareness, engagement, and advocacy.
Python example
# Fonction de calcul de l'IPM
def calculer_ipm(notoriete, engagement, recommandation):
return (notoriete * engagement * recommandation) / (100 ** 2)
# Exemple d'utilisation
notoriete = 80 # 80% des consommateurs connaissent la marque
engagement = 50 # 50% des consommateurs interagissent avec la marque
recommandation = 60 # 60% recommandent la marque
ipm = calculer_ipm(notoriete, engagement, recommandation)
print(f"L'Indice de Pertinence de Marché (IPM) est : {ipm}")Interpretation and use of the MRI
The MRI is a powerful tool for guiding marketing strategies. A high score reflects a well-established and appreciated brand, while a low score may indicate issues with visibility or consumer engagement.
- IPM > 20 : strong market relevance; the brand is well-positioned.
- MRI between 10 and 20 : good fit, but room for strategic improvement.
- IPM < 10 : low relevance; major adjustments to the offer or positioning are needed.
Strategies for improvement
- Boost awareness : targeted advertising campaigns, influencer marketing.
- Enhance engagement : interactive experiences, strong social media presence.
- Increase advocacy : referral programs, outstanding customer experiences.
Conclusion
The MRI provides a clear perspective on how a brand is perceived within its market. Monitoring this index allows companies to fine-tune their marketing strategies and strengthen the brand–consumer relationship. Used wisely, the MRI can help businesses consolidate their market position and maximize long-term impact.
