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:
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.
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.
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.
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.
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.
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.
Here we sign off on your project objectives and allocate a Research Client Manager and Research Specialist to work on your project.
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.
Irina Smolina – Marketing Manager – Lentune
Insights Exchange has a network of over 35+ researchers globally including Australia, USA, UK and South East Asia. Our tech-driven approach and partnerships with fast-growth global research technology companies empower us to provide impactful market insights to businesses globally.
