Brand tracking research gives brand owners an objective view of how their brand is performing, how consumer perceptions are changing and where future opportunities or risks may be emerging. Building a strong brand is not simply about being well known. Brand owners need to understand whether people recognise them, consider them, trust them, choose them and, importantly, whether these measures are improving or declining. That is where brand tracking research becomes invaluable. A well designed brand tracker provides an ongoing view of brand health. Rather than relying on sales figures, campaign statistics or instinct alone, it measures what is happening in the minds of the people who ultimately determine a brand’s success. For brand owners, marketers and insight teams, this creates something extremely valuable: evidence. What is brand tracking research? Brand tracking research is a form of ongoing market research used to measure how a brand performs over time. Results can be brought together in a dashboard, allowing brand owners to quantify progress over time in much the same way they might monitor website analytics or commercial KPIs. Typically, research is conducted among a representative sample of the brand’s target audience, with the same core measures repeated at regular intervals….
