Brand Tracking Agency

A brand tracking agency can help you find the right segmentation model, and can significantly improve customer conversion and retention rates, market share and profitability.

Brand Tracking Agency Brand Speak Market Research
Brand Tracking Agency Brand Speak Market Research

Our Methods

Qualitative

What is a Brand Tracker?

As a Brand Tracking Agency, we conduct ongoing, B2C or B2B survey-based, market research that evaluates the health of your brand versus the competition.

We do this by first benchmarking, and then monitoring the individual criteria that define the nature of the relationship between the target audience and your brand.

When Should You Use Brand Tracking?

Beyond regular brand health monitoring, brand tracking can be used by any organisation that wishes to improve the strength and performance of its brand, by identifying the areas in which it is and isn’t performing well.

What are the Benefits of Using a Brand Tracking Agency?

Using a Brand Tracking Agency:

As a result of the above, market segmentation enables greater levels of acquisition, retention and profitability – as well as greater return on marketing investment.

Developing the right brand tracker for you

1. What do you want to get out of your tracking study?

Start with the end in mind.

Take the time to think through and capture what you’re trying to achieve, and how these insights can feed back into your business.

2. What should you measure?

A good brand tracker should be developed with you and for you.

A key part of that development lies in defining the metrics and measures that matter. Brand funnel metrics (e.g. awareness, perceptions, associations, consideration, and purchase) always spring readily to mind, but if you have a brand model that focuses on other facets, then the tracker needs to reflect those as a priority.

3. Which brands should be in your competitive set?

A good tracker will measure your brand results in context with your competitive set.

The key is to include the right competitors from the start. The obvious starting points are your main competitors, but its worth spending a bit of time thinking about a secondary set; e.g. new players in the market that are making a big splash, or outliers you want to keep an eye on. 

This way you can monitor how your sector may be changing shape over time and be ready to respond.

4. How often should you track your brand?

Identifying the frequency sweet spot is key.

Brand tracking needs to be repeated often enough to pick significant shifts while you can still make use of the insights, but not so often that you’re tracking micro-movements that become another round of ‘so-whats?’.

A good starting point is in thinking about the dynamics of your sector – in FMCG a monthly tracker may be just right, but in low purchase-frequency categories then a quarterly or 6-monthly cadence might be more appropriate.

5. Should you add communications tracking?

It’s relatively common to weave in a communications section so that advertising and marketing communications performance can be measured, from cut-through, and take-out to impact on audience attitudes and behaviours.

But it all adds to survey length (one of the variable costs in brand tracking fees) and also requires more involvement and time from you as the brand owner, and also from your research agency.

In short, it’s going to cost you more money. If you have a big comms programme with major investment, we’d definitely recommend a comms section, but if your comms are sporadic, low spend, or niche, then save your money.

6. How should you socialise the data and insights within your business?

Historically, and still habitually today, the general pattern of reporting is sequential.

From close of fieldwork through to analysis and reporting usually takes 6-8 weeks. Clearly, if you’re running a monthly tracker, then this delay can have real implications on your ability to respond and react to shifts on your brand performance.

But there are other options. Consider development of an ‘always on’ digital dashboard, set-up and designed to pull in key data and display key metrics as soon as the data comes in.

This is a much more agile output, giving you the information you need at the right time.

7. Who are the internal and external audiences and stakeholders?

Consider, upfront, who your internal and external audiences are, what input they should have during tracker set-up, and what they will want in terms of ongoing reporting.

Internal audiences may include marketing, brand teams and sales teams, operations managers and the board (including the chairman, CEO, and MD)

External audiences are not so obvious but can include media buying agencies, advertising agencies, investors, and the press/media if you’re custodians of a household brand.

8. What’s your budget?

Consider, upfront, who your internal and external audiences are, what input they should have during tracker set-up, and what they will want in terms of ongoing reporting.

Internal audiences may include marketing, brand teams and sales teams, operations managers and the board (including the chairman, CEO, and MD)

External audiences are not so obvious but can include media buying agencies, advertising agencies, investors, and the press/media if you’re custodians of a household brand.

Avoiding the Pitfalls

Too many cooks

Whilst it is important to involve internal audiences, you also need to set boundaries.

What starts out as a pristine, hyper-focused tracking study on commission can quickly become messy, cumbersome and ‘not fit for purpose’ if too many different parties are involved.

One last thing..

Make sure you trust your agency.

Brand tracking is probably one of the biggest ongoing research investments you’re going to make and you’ll be developing a long-term relationship with them.

So get to know them, find out about their credentials, talk them through your brand goals, share your fears and ambitions with them. And in those conversations, ask yourself ‘do I trust them as my brand tracking agency?’

If the answer is ‘no’ or even ‘not sure’ then continue the search – your agency should be on your side to offer guidance and support throughout the journey.

It’s important you find the right brand tracking agency!

Get in Touch

Brandspeak are specialists in Market Research, Customer Segmentation, and Usage & Attitude surveys. For more information about our services please get in touch or call: +44 (0) 203 858 0052
Brand Tracking Agency Brand Speak Market Research

Your Challenge

Find our how out research can help your business

What ever your market research goal, whether you need to develop your brand, bring a new product to market or or optimise your customer experience delivery – we can help.

Testimonials

Brand Tracking Agency Brand Speak Market Research
Brand Tracking Agency Brand Speak Market Research
Brand Tracking Agency Brand Speak Market Research
Brand Tracking Agency Brand Speak Market Research
Brand Tracking Agency Brand Speak Market Research
Brand Tracking Agency Brand Speak Market Research
Brand Tracking Agency Brand Speak Market Research
Brand Tracking Agency Brand Speak Market Research
Brand Tracking Agency Brand Speak Market Research
Brand Tracking Agency Brand Speak Market Research
Brand Tracking Agency Brand Speak Market Research
Brand Tracking Agency Brand Speak Market Research
Brand Tracking Agency Brand Speak Market Research
Brand Tracking Agency Brand Speak Market Research
Brand Tracking Agency Brand Speak Market Research
Brand Tracking Agency Brand Speak Market Research
Brand Tracking Agency Brand Speak Market Research
Brand Tracking Agency Brand Speak Market Research
Brand Tracking Agency Brand Speak Market Research
Brand Tracking Agency Brand Speak Market Research
Brand Tracking Agency Brand Speak Market Research
Brand Tracking Agency Brand Speak Market Research
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