Tracking a brand’s performance can be quite challenging, especially if you’re keeping an eye on multiple countries.
Trust us, brand hero, we’ve been there.
You spread yourself thin across different solutions for each market, wondering why you’re forced to work with four different tools with fifty confusing metrics.
We decided enough was enough, so we forged a straightforward solution.
This single brand-tracking tool monitors your brand’s health across different markets and even lets you track multiple brands. And don’t worry, we make sure all the gathered data is still exquisite.
When the first numbers start coming in and insights emerge, it all may spur more questions than answers:
- Is this data accurate and representative of diverse regions?
- What metrics and KPIs should we focus on to gain meaningful insights?
- And where does it all even come from?
These questions, my friend, are completely valid.
The Brand Tracking Process:
Step-by-Step
Tracking brands across the EU is no small feat but we’ve managed to crack the code. Here’s what the process looks like and how we make sure the data is valid and comparable.
1. We talk to the client and explore the context
First up, if you’re new to brand tracking (welcome!), we chat for a bit. About your brand, the context of your business, and your competitors.
Based on our previous research and your valuable insights, we piece together a wireframe of what’s important to track and which players to keep an eye on. Based on the size of your brand, we recommend which metrics to focus on:
- Should it be brand awareness?
- How about salience?
- And should you care about people’s emotions towards your brand?
We put together the most important brand attributes you’d like to track, who are your category buyers, etc. If you’re not sure, don’t worry – based on our prior research experience, we can help you identify all these things.
2. We look for the most important piece of the puzzle – the respondents.
We need to make certain we can reach respondents in a specific market, so we call up the best in the business.
Ever heard of CINT? They’re one of the world’s biggest consumer networks for digital survey-based research, with millions of engaged respondents in over 130 countries.
If CINT doesn’t cover a certain area, we quickly find other ways to get the data we need (by contacting other reliable providers).
3. We deploy our secret method. And harmonize it.
We don’t rely on survey declarations – what people say is not what they do. 95% of human decisions are subconscious and we can’t correctly tell our own motivators. That’s why our surveys are a little bit different than most.
We utilize monadic testing.
Here’s what that looks like, feel free to give it a spin!
