Brand Tracking Studies: The Key to Brand Success

brand trackingCreating and maintaining a healthy brand is the first lesson in Brand Success 101 – but how does one achieve a healthy and successful brand? Like any personal relationship, listening is an essential element to fostering growth and longevity for your customers’ relationship with your brand. Brand Tracking Studies are the perfect research vehicle to achieve just that.

What is Brand Tracking?

Brand tracking surveys are a powerful way to measure a company’s growth by analyzing the perception and opinions of customers. This service allows a company to understand brand awareness and brand value by analyzing how people think about the brand, the frequency they use the brand, customer loyalty, net promoter scores, and more. By keeping a consistent pulse on the perceptions of and loyalty to your brand, you can track the movement of key elements affecting your bottom line, uncover market insights, and use the data captured from brand tracking surveys to make informed, strategic decisions to optimize sales and achieve brand success.

 

Steps for a Successful Brand Tracking Study

Working alongside a trusted market research and data analytics organization will help ensure that your survey script, audience sample, and captured data are meaningful and provide insights into the health of your brand. OH Predictive Insights stands by our tried and true methodology for brand tracking studies:

  1. Define a clear project goal and the target group(s) you’d like to analyze
    1. Determine the target population, sample size, quotas, and tracking frequency of the survey
  2. Identify the key metrics and core questions you want to know more about
    1. See the “Key Metrics to Consider” section for guidance on which measures would carry the most value for your brand
  3. Carefully craft each survey question to fit the needs of the client, ensuring each survey will capture valid and insightful data
  4. Analyze the results of each question to discover correlations and key insights that directly address the objectives of the project
  5. Provide a report with a full breakdown and debrief of the findings in a format that gives you actionable data to identify the strengths and challenges of your business and adjust marketing, product/service, and communications strategies accordingly

 

Key Metrics to Consider in Brand Tracking Studies

When determining the most valuable measures to track in your brand tracking project, consider how each of the following contributes to the health of your particular brand:

  • Brand Awareness

Perhaps the cornerstone of any brand is the degree at which the brand is known, heard of, and identifiable. A good understanding of who has heard of the brand, from what sources they hear of the brand, and how familiar they are with the brand will be the foundation from which your brand launch upward. Remember, if your target audience isn't aware of you, how can they intentionally purchase from you?

  • Brand Impression

Tracking the changes in consumers’ associations and perceptions of your brand highlights the effects of previous marketing strategies and gives you the data to inform and adjust future strategies.

  • Customer Prior Usage

Identify who is and isn’t a current customer, what they look like, and how often your brand has been used or purchased. Insights from this metric can be enhanced by including your brand’s top competitors and analyzing who is selecting competitors versus your brand.

  • Purchase intent

Often going hand-in-hand with prior usage, this metric identifies and tracks changes in previous or existing customers. Comparing the relationship between purchase intent to other metrics like brand awareness or impression provides detailed insight into the “why” behind consumers’ decisions to purchase (or not!).

  • Customer Brand Preference

This valuable metric identifies how preferred your brand is over your top competitors, what the overarching preferred brand for your industry/product/service is, and why they prefer it.

  • Customer Brand Loyalty

Track the loyalty of customers by asking how long they have been with the brand and if they switch from brand to brand in a given time frame.

  • Net Promoter Score

Score how likely your customers are to recommend this product to others and track the change of that score. Segment results by your brand’s Promoters (respondents giving a 9 or 10 score), Passives (respondents giving a 7 or 8 score), and Detractors (respondents giving a 0 to 6 score).

 

Brand Tracking Studies are a necessary research vehicle for any organization that wants to take the guesswork out of brand strategy and deploy tactics, campaigns, and new products/services with data-backed confidence. Whether you are looking to identify your brand’s promoters/detractors, approach a new market, or elevate your strategies, OH Predictive Insights’ Brand Tracking Studies will give you more than just data – we’ll give you answers.

Interested in OHPI's Brand Tracking Studies?

Click here to schedule a meeting with us to discuss how we can help you achieve brand success with our Brand Tracking Studies

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