What does brand tracking cost?
Scoped to your brief, not a rate card
Custom brand tracking with Brand Health is scoped to what you need to know. Here’s what drives the price, so you can see which choices shape it before we talk about your budget.
You decide what the research costs
The price of a brand tracking program isn’t fixed by us. It’s set by four choices you make: how many people to survey, who they are, how often to measure, and how much you want to know. Understand those four and the quote becomes something you shape rather than something you wait for.
Four things that drive the cost
Sample size
The biggest cost lever. Most studies use 300 to 400 people per market, enough for reliable brand metrics and sensible sub-group reads by region, age or customer type. We never go below n=100.
Who you need to reach
General population is the most cost-efficient audience. Narrower groups such as business decision-makers or recent buyers cost more per interview because fewer people qualify.
How many waves
One wave tells you where the brand stands. More waves tell you what’s changed. Waves a year apart are quoted one at a time. Multiple waves within a year, such as before and after a campaign, are quoted together at a lower per-wave cost.
Questionnaire length and depth of reporting
A short survey and one report is the baseline. Every extra topic, segment cut, leadership presentation or dashboard adds scope. This is where most of the trade-offs get made.
Three programs we’re often asked for
Illustrative, not a rate card. Every program is scoped to the brand.
Baseline brand health study
One market, one wave, with a target sample of n=400 from the audience your marketing reaches. Brand funnel, category entry points, brand imagery, communications recall and open-ended verbatims. One report with findings and recommendations from a senior researcher.
Main cost drivers: sample size and audience
Get a quote for your brandCampaign measurement (two waves)
A read before a campaign and a read after it, designed together so the two are directly comparable. Because both waves are planned and fielded as one program, the second costs considerably less than a standalone study.
Both waves planned and quoted as one program
Get a quote for your brandMulti-market or specialist-audience program
Several markets reported separately (e.g. multi-country study), or a hard-to-reach audience such as B2B decision-makers, or a quarterly cadence. A larger and more complex sample, with multiple reports or a dashboard program.
Main cost drivers: markets, audience and cadence
Get a quote for your brand
Custom research or a subscription tracker?
If you’ve searched for brand tracking prices, you’ll have seen subscription dashboards. They’re a different product, and it’s worth being clear about what each one gives you.
A subscription tracker sends the same short survey to a broad panel every month and reports the top-line funnel (awareness, consideration, preference) plus a handful of generic positioning attributes. You get twelve reads a year. That sounds like more, but in our experience brand metrics don’t move month to month; what you’re mostly reading is sampling noise presented as movement. And twelve shallow reads are not necessarily cheaper than one deep one (over a year, the subscription can cost as much or more).
A custom study asks the questions that matter in your category, of a sample that matches who your marketing actually reaches, and has a senior researcher interpret what the results mean for your brand and your next decision. It’s one read, but it’s a read you can act on.
| Subscription tracker | Brand Health custom study | |
|---|---|---|
| Brand funnel metrics | Yes | Yes |
| Survey written for your category and your questions | No | Yes |
| Sample built to match your marketing audience | No | Yes |
| Category entry points and brand imagery specific to your market | No | Yes |
| Communications recall tested against your creative | No | Yes |
| Sub-group reporting to your specification (catchment, customer vs non-customer, segment) | No | Yes |
| Open-ended verbatims from your audience | No | Yes |
| Findings interpreted by a senior researcher | No | Yes |
| Strategic recommendations for your brand | No | Yes |
| Reads per year | 12 (monthly) | As many as your brand actually needs |
| Sensitivity to real change vs month-to-month noise | Low | High |
| Dashboard access | Yes | Yes |
| Annual cost | Often comparable to a custom study | Quoted to your brief |
Every program includes:
100% Customisable surveys
We only measure the metrics that are important for your brand.
Reports with insights and recommendations
Written by an experienced brand researcher.
Secure dashboard access
Log in to our intuitive dashboard. Test hypotheses and discover your own insights.
Expert support and guidance
Support and guidance throughout the project by our expert research team.
Get a quote for your brand
Tell us what you’re trying to learn and roughly where your budget sits, and Tom will come back to you with a scope and a price, usually the same day.
Client reviews
“Our expectations were exceeded when working with Brand Health on our first ever brand tracker. They deep dived into our brand challenges and opportunities and worked collaboratively with us to co-create the survey, ensuring everything we wanted to understand plus much more was included.”
Ellie TaylorMarketing Manager, Dermal Therapy“We worked with Brand Health for our first brand benchmarking study in a few years. We wanted to work with an agile company and we were very impressed with their years of experience in all things research.”
Diana TerronesDirector of Marketing, Australian College of Applied Professions“Highly recommend Brand Health as a brand research partner. We did a quantitative project with Tom and had an excellent experience start to finish. Great communication, guiding us through the process, and the results report provided exactly what we were after.”
Lara VandersluisHead of Marketing, Logicalis Australia
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