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:
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.
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.
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.
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.
A comparative analysis between waves to identify trends, patterns and changes are at the core of brand tracking studies.
Four to six weeks. If a preceding qualitative phase is included, add three to four weeks.
Factors that can affect project duration include:
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