Brand Tracking Studies

Brand tracking studies usually follow a benchmarking study to track changes for different metrics over time. There are two main approaches to data collection for brand tracking:

• Continuous: Data collection is always ongoing.
• Period-Bound: Data collection takes place only at predetermined regular periods providing a time-bound snapshot (e.g. monthly, quarterly, semi-annually, annually, etc.).

To determine the most appropriate frequency for data collection in brand tracking programs, companies often consider the level of change and competition that is typical in their product categories. In dynamic categories with a lot of competitors and lower barriers to entry, more frequent tracking may be needed. Of course, budget constraints are also key factors that influence how often a company can afford to monitor its brand health.

Why You Should Do It

Brand tracking studies allow marketers to monitor brand health and provide insights into the effectiveness of marketing programs implemented by the company.

Brand trackers also keep an eye on the competition and category market trends, allowing companies to adjust their marketing strategies.

The Approach

Brand tracking studies are conducted using quantitative research in the form of surveys, either online, by phone or by mail.

They are conducted on a regular basis (monthly, quarterly, semi-annually, annually, or another customized frequency), following an initial brand awareness, attitude, and usage benchmarking study.

Target Audience Recruitment

Relevant Insights can recruit B2C and B2B qualified participants for brand tracking studies through our sample provider partners.

After discussions with your team, we determine the sample parameters and assist with developing screeners. We also manage participant incentives.

Implementation

In direct collaboration with your team, Relevant Insights will:

1. Recommend the data collection mode depending on sample parameters and the industry in which your organization operates. Surveys can be conducted online, by phone, by mail or with a hybrid approach.
2. Develop survey questions and metrics to support an analytical plan that meets the project’s business and research objectives.
3. Make necessary changes to the survey in each wave, although these should be kept to a minimum to allow for comparative analysis.
4. Discuss recommendations for sample size and sample sources. Sample size requirements will depend on the product category, target audience and incidence rates, among other factors.
5. Program, test, and host the survey. In addition to testing the programmed survey for errors before its deployment, a “soft launch” survey is sent to a small sample to detect any potential issues with actual participants before it is distributed to a large sample.
6. Monitor the field in each wave and provide regular reports on its progress, as well as any issues that may arise.

Analytical Plan

A comparative analysis between waves to identify trends, patterns and changes are at the core of brand tracking studies.

Metrics that are usually compared over time and across competitors include:

• Sources of brand awareness.
• Aided and unaided awareness.
• Attitudes towards your brand and competitor brands.
• Brand perceptions based on brand statements and descriptors.
• Brand purchase behavior and experience.
• Motivators and barriers to use your brand.

Analytical approaches that may be used are:

• Correlation analysis.
• Correspondence analysis.
• Perceptual mapping.
• Gap analysis.
• Regression analysis.

Reporting

Relevant Insights can provide different levels of reporting based on budget and time constraints including:

1. Raw data only.
2. Cross-tabulated tables by key variables.
3. A short summary report with key findings.
4. A full, detailed report with analysis, charts, tables, quotes, and graphics in an appealing format.
5. Interactive dashboard for internal sharing of results.

Typical Project Duration

Four to six weeks. If a preceding qualitative phase is included, add three to four weeks.

Factors that can affect project duration include:

• The incidence rate of the target sample: The lower the incidence rate, the longer we need to stay in the field to gather the required data. 
• Client team responsiveness: A delayed response to requests for feedback at different steps of the project will stall a project and affect the delivery date.

Investment

The cost will vary depending on:

• Data collection method (online, phone, or mail).
• The analytical plan selected.
• Sample specifications and sample size.
• Reporting requirements.
• Inclusion of qualitative research.