Brand Tracking

Brand is increasingly vital to customer choice. Focussing on the ‘big idea’ and whether this is connecting emotionally, Brand Track assesses the key dimensions of awareness, interest, usage and the Holy Grail of ‘love’ - pinpointing who is lost from stage to stage and, critically, why. These studies typically involve large-scale online surveys that elicit instantaneous responses rather than over-rationalised ones – and, like most of our work, we usually include some qualitative to gain deeper understanding and explore how brands can best respond.

Many retailers use this in concert with Customer Experience – checking the on-the-day reality is aligned with the brand promise.

Case study