Brand Funnel

Strategic Brand Insights

What is the Brand Funnel?

The Brand Funnel model (also known as the Brand Pyramid) is designed to help brands grow through a series of steps.

It’s a fantastic concept that reveals the journey your customers take towards brand loyalty, helping you make better strategic decisions that drive growth. Think of the Brand Funnel as a brilliant, strategic framework that helps you to understand where your brand sits.

How far down the funnel are your customers? Why? What are your brand’s strengths? Where are the problems or blocks? Why have some of your customers not moved further down the funnel to become more brand loyal?

Mapping your existing and target customers’ brand journey (and exploring the results with in-depth analysis), removes the guesswork, highlights areas for improvement and sets you on course for success.

The funnel focuses on five key metrics – Awareness, Interest, Trial, Satisfaction and Loyalty – and is an integral part of our BrandVision approach. It’s also directly related to 3 of our 9 key success drivers – Mindshare, Interest and Loyalty.

How to use the brand funnel

As your customers move through the various levels (or emotional phases) of the Brand Funnel, you can adapt and change your strategies to optimise your Brand’s effectiveness and reach.

Understanding how strongly your consumers connect with your brand is key – it’s at the very heart of all brand health studies. Brand Funnel analysis shows that the stronger your customers feel about your brand (satisfaction and loyalty stages), the more power and influence you will have over your competition, suppliers and customers.

Your ultimate goal, as a brand owner? To maximise the number of loyalists and promoters who will sell your brand for you.

The Brand Funnel model, along with its measurement and analysis, is a cornerstone of Brand Equity measurement and a fundamental feature of most brand health and brand tracking studies. But one key element is often overlooked. Because customer spend can be attributed within each level of the funnel (and the number of people within each tier), the model is also a brilliant tool to measure the financial benefits of progressing customers down the funnel to become loyal customers.

Working out where your brand sits can help you to understand the challenges you face – and equip you with the insight you need to move forwards.

New brands often struggle to create Brand Awareness and Mindshare in the early days of their product’s life cycle – whereas established brands are more likely to struggle with consideration and satisfaction.

And whilst some brands deliver high levels of satisfaction, this alone is not enough to guarantee customer loyalty – especially if the brand is seen to have a low value or a weak emotional connection.

Indifferent brands tend to have very skinny brand funnels because they have low consideration, low usage and low brand loyalty. Brands that are liked (but not loved) have high consideration and usage – but without a strong emotional connection, they tend to have low levels of loyalty.

The strongest brands have the most robust brand funnel metrics, with strong Brand Emotion, purchase, repeat and loyalty scores.

Meet our research experts

Tony Lewis

CEO & Founder (FCIM, MMRS)

Alex Brown

Director of Insights

Kendra Furey

Head of Client Success

Evie Bradbury

Client Success Manager

Find answers to common questions about Vision One

Market research is beneficial for a wide range of businesses, from small startups to large multinational corporations. It helps companies understand their target audience, identify market trends, and refine their marketing strategies.

Industries such as retail, finance, technology, and healthcare can leverage market research to enhance customer satisfaction, improve product offerings, and make informed decisions.

By investing in market research, businesses can better align their products and services with consumer needs, ultimately driving growth and profitability.

We deliver a comprehensive suite of market research solutions designed to drive strategic growth. Our top market research company services include

Advertising research and Ad testing
Brand research (identity and brand equity)
Brand tracking studies
Business-to-business research
Customer satisfaction and CX
Ethnography and observation
Idea generation and Co-creation
International & global research
Market segmentation and personas
Messaging and Copy testing
Online research and online surveys
Pricing Research
Proposition and Concept testing
NPD and Product research
Research training & Consultancy
Shopper insights and Retail research
Usage & Attitude surveys

Our market research services are enhanced by advanced analytics, including sentiment analysis, regression modelling and predictive insights. This ensures a holistic understanding of your audience and market trends, tailored precisely to your research objectives.

Our research methodologies include:

Accompanied Shopping Trips (ASTs)
Behavioural Economics
CAPI / Personal Interviewing
Data visualisations/infographics
Email surveys
Ethnographic Research
Eye Tracking
Exit Interviews
Facial Coding
Focus Group & Workshops
Online Surveys
Mail surveys
Mystery Shopping
Neuromarketing
Public Opinion Polls
CATI / Telephone interviewing
UX User Testing

Vision One is a leading customer research agency helping firms truly understand their audiences and deliver exceptional experiences. Our services include customer experience (CX) research, customer satisfaction studies (cSat), and customer segmentation to reveal what drives loyalty and behaviour. Combining advanced analytics with qualitative insight and customer journey mapping, we uncover the ‘why’ behind customer decisions—empowering businesses to enhance experiences, build stronger relationships, and drive sustainable growth.

Data integrity is at the heart of our research process. We are ISO 20252-accredited and utilise robust sampling frameworks, meticulous data validation techniques and continuous quality monitoring throughout the research lifecycle.

Every dataset undergoes thorough checks to ensure accuracy, reliability, and compliance with industry standards, including MRS, ESOMAR and GDPR guidelines.

Project timelines depend on the complexity and scope of the research. However, most projects are completed within 2 to 6 weeks, balancing speed with rigorous quality standards. Clearly, cSat and brand tracking projects last for the duration of the contract.

We work closely with your team to establish timelines that meet your goals without compromising data depth or analytical precision.

We work with companies of all sizes, from small businesses (SMEs) to the world’s largest international brands, and market research is important to them all.

Our clients include advertising and PR agencies, financial services, food and drink,packaging research, FMCG, housing, local government, luxury and fashion, social research, travel and tourism, manufacturing and brands, service providers and associations.

For any business, market research agencies possess a deep understanding of research and how to achieve the desired results. It’s about understanding customer needs, market demand, pricing strategies and industry trends. It supports innovation, validates business ideas, and ensures that marketing messages are effectively targeted. Businesses that invest in consistent market research are better positioned to respond to market changes, create and attract loyal customers and maximise ROI.

Here are the addresses for some of the UK’s top market research companies in London, specialising in full-service research

Vision One Research – 85-87 Bayham Street, Camden, London, NE1 0AG
Brandspeak – 1st Floor, London, W8 6SN
Ipsos – 3 Thomas More St, London, E1W 1YW
Savanta – 60 Great Portland St, London, W1W 7RT
System1 – 52 Bedford Row Holborn, London, WC1R 4LR
Kantar – 30 Stamford St, London, SE1 9LQ
B2B International – 10 Triton St, London, NW1 3BF

Vision One is committed to ethical practices in market research by adhering to industry standards and guidelines set by organisations such as the Market Research Society (MRS) and ESOMAR. This includes obtaining informed consent from participants, ensuring data confidentiality, and maintaining transparency throughout the research process.

By prioritising ethical considerations, Vision One builds trust with clients and participants alike, ensuring that the research conducted is not only effective but also responsible and respectful of individual rights.

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