Brand Tracking

Brand tracking is a form of quantitative research and it provides data-driven insights to help shape your strategy. It allows you to gauge how consumers perceive your brand over a specific. By monitoring key metrics such as brand awareness, favorability, and associations, you can understand the strengths and weaknesses of your brand in the eyes of consumers.

The ideal tracking frequency depends on your brand, category dynamics, and marketing strategy, but 2-4 times per year is recommended as a baseline for most brands to monitor performance and inform decisions.

Here are some suggestions: 

“As a business, you are about to invest thousands, 100s of thousands, even millions into launching into a new market, but many of us don’t even take the time to do our research first. What can we do today, to guarantee success tomorrow?

Do your due diligence - do your research. It's worth the investment."

Quarterly Brand Health Tracking

At a minimum, aim to field a brand tracker once per quarter. This allows you to monitor ongoing brand performance, marketing effectiveness, and competitive activity over time. Quarterly tracking works for most brands.

Monthly Brand Health Tracking

For fast-moving consumer goods (FMCG) brands in categories like food and beverage, consumer electronics, or consumer packaged goods (CPG) – monthly tracking allows more real-time measurement and course correction.

Biannual Brand Tracking Research

Two surveys per year can work for more considered purchases or industrial purchases with longer sales cycles. But you lose some continuity between data points.

Annual Tracking

Only doing an annual brand dip can leave too much time between insights. Annual surveys are generally used to complement more frequent tracking, not in place of it.

Pre/Post Campaign

If you have an event or campaign coming up , it is a good idea to engage a survey before and after to isolate their direct impact from the brand tracker, but also to measure their direct impact.

Benefits of Brand Tracking Include:

Online surveys provide real-time data, enabling researchers to access and analyze results as soon as responses are received. This immediacy is valuable for businesses seeking to make agile decisions and respond promptly to emerging trends or issues in the market.

Online surveys allow businesses to reach a diverse and geographically dispersed audience. Participants can easily respond from different locations and time zones, providing a more representative sample of the target market.

By analysing trends in brand perception and consumer sentiment, Brand Health Tracking can help you stay ahead of market shifts. This insight allows you to adapt your brand strategy proactively, ensuring that your brand remains relevant and resonates with evolving consumer preferences.

Interested to find out more about brand tracking? Schedule a call with us and let us provide you more information on options available to you. 

How Do We Do This?

Our global team of experts uses a wide range of research techniques to answer your
 questions and drive your business towards achieving its goals.


online brand tracking

Let’s work together

STEP 1: Let’s chat about your research needs!

Let’s connect so we can better understand your desired outcomes, budget and timeline to assess the best research solutions and research specialist to work on your project.

STEP 2: Finalise Scope of Work and Assign Research Expert.

Here we sign off on your project objectives and allocate a Research Client Manager and Research Specialist to work on your project.

STEP 3: Kick Off time!

Now it’s time to set up for success! We have a 1-hour online meeting with the core team and key internal stakeholders on roles and responsibilities, project milestones and ways of working.


“We approached Insights Exchange to better understand our potential customers in Australia and to size the market opportunity. Their past expertise with working in both New Zealand and Australia with technology start-ups and their good reputation with clients such as Xero was our appeal to working with them.

We were really impressed with their responsiveness to our queries, fast turnaround, quality of researchers and ease to work with.”

Irina Smolina – Marketing Manager – Lentune