Keep track of your key brand metrics to strengthen decision-making and optimize market approach
Brand tracking
Brand tracking gives you continuous knowledge of how consumers recognize, associate and perceive your company, its brand(s), products and/or services.
From the data collected you will gain awareness about your brand health, on how to better shape marketing strategies in accordance with consumers’ perceptions, on new opportunities for further product innovation and on ways to maximize sales by communicating the right message and avoiding misconceptions.
Key insights
Brand tracking studies measure a range of brand evaluation factors, including:
A detailed overview on brand funnel (awareness, consideration, usage and preference)
Consumers’ value for money perception and quality evaluation
Brand performance against competitors
Marketing insights on how to shape communication and maximize your campaigns’ success
New trends emerging in the market that will ensure a competitive advantage for your brand
Top of mind awareness
The insights will provide you with an up-to-date overview of product performance and lays the foundation for your decision-making on further product development.
Technical set-up
Brand tracking includes brand funnel questions (unaided and aided awareness, consideration, preference and optionally advocacy/loyalty), additionally brand image and price perception questions can be added.
Data analysis and reporting
Using simple descriptive statistics, and optionally driver analysis and brand image analysis, results are tracked and compared across time and competition:
Simple descriptive statistics (time series) is used to describe and summarize the results collected across the different waves
Driver analysis is used to quantify the impact of brand image elements on a selected funnel element (either usage, preference, loyalty, or
advocacy)Brand image analysis is used to compare brand image of a selected brand vs its competitors, highlighting relative strengths and weaknesses.
Brand funnel visualization example
Learn how we improve the brand tracking setup for these clients
Mobile-first brand tracking with better sample quality
“Opeepl’s Dynamic Sampling approach is our opportunity as an FMCG brand to survey consumers in a situation that is closer to the state-of-mind they are in when buying our products. That and being conscientious about not driving survey fatigue through long or difficult questionnaires is the best way to ensure sample representation. As with all other sampling, mobile research and Dynamic Sampling approach requires high diligent quality reassurance and strict standards of operation, which for us is an area, where Opeepl deliver significantly above market standards for similar services.”
Jesper Kvisgaard
CCI Director
Directing top-funnel tactics with brand tracking insights
“The results of the brand tracker are discussed in our brand teams and the data has a direct impact on our tactics, choice of media, etc. That is why these insights are so important; without measuring our brand we wouldn’t have any reference points to evaluate if our efforts make a difference”.
Andre Stahmer
CCO
Benchmarking brand awareness and consumer thesis testing
"Working with Opeepl has been our way to keep tabs on our awareness in the market, and to evaluate the success of our brand building efforts over several years and campaigns. Both the self-serve and assisted surveying options have helped us a lot across different stages of our awareness tracking maturity, and as an extra kicker we've also been able to use Opeepl's polling system to track the competitive landscape in some of our core product categories. It's on-demand awareness tracking made easy."
Bjørn Seaton
CMO
