Brand research solutions for the decision in front of you.
Brand audits, brand tracking, advertising effectiveness, and pack and message testing.
Each study starts from a decision you need to make, measures your brand against the competitors your buyers actually consider, and ends with a recommendation. Senior researchers design every study, analyse it and present it to you. Most clients start with an audit, roll it into tracking, and add a campaign or pack test when a decision calls for it.
Where your brand stands today
Brand Audits
A brand audit measures how your brand is performing against the competitors you actually face: how many buyers know you, how many would consider you, what drives their choice, and whether they credit you for it. You get a clear verdict on what is holding growth back and a short list of what to do about it.
What drives choice
Buyers credit you for reliability. They don’t yet credit you for value or ease.
Share of choice importance (trade-off method)
Brand map: importance against association with your brand
Key takeout. Two of the three factors that matter most sit in the priority gap. Proof of value and ease should lead the next creative brief.
Example report view · brand names and figures illustrative
The competitive brand funnel
Unprompted and prompted awareness, consideration and preference for your brand and every competitor, with the conversion between each stage.
What drives choice
A trade-off exercise that shows what buyers prioritise, not what they say is important.
How your brand is seen
Associations plotted against what matters, so strengths and gaps are clear.
Affinity and the reasons behind it
How strongly buyers feel about each brand, and in their own words why.
Awareness pulse
A shorter study focused on the competitive funnel, when you need a fast read of where buyers drop away.
Full brand audit
The complete funnel, drivers of choice, associations and affinity, with optional modules for the decision in front of you.
The baseline for tracking
Run the same core again in six or twelve months and your audit becomes wave one.
Whether your decisions are working
Brand Tracking
Brand tracking repeats a consistent set of brand measures against your competitors every six or twelve months. Each wave shows what has moved and why, checks the priorities set in the wave before, and gives you a new list for the year ahead.
Your brand over four waves
Awareness has grown for two waves running. The reach shift is working.
Unprompted awareness
Consideration
Preference
Wave 4 against wave 3
Unprompted awareness +3 pts, significant
Consideration +3 pts, significant
Preference+3 pts, directional
Key takeout. All three funnel measures are at their highest level since tracking began. Two of the three changes are statistically significant; preference is moving in the right direction but not yet proven.
Example report view · brand names and figures illustrative
A consistent core you can trend
The competitive funnel, drivers of choice, brand associations and affinity, asked the same way every wave so the trend is real.
Change you can rely on
Every change is significance tested and small samples are flagged, so you react to movement, not noise.
A module for this year’s decision
Each wave adds what you need to decide now: packaging, creative, a positioning territory or a new market.
Across states or countries
Run the same tracker across regions or international markets and compare them side by side.
Annual tracking
One wave a year, the right rhythm for most brands and budgets.
Twice-yearly tracking
Two waves a year, for brands with heavier or seasonal investment.
Multi-market tracking
The same tracker across states or countries, compared side by side.
What your advertising changed
Advertising Effectiveness
Advertising effectiveness research measures your brand before and after a campaign, and tests the creative itself: whether people noticed it, whether they credited it to you, whether it landed the message, and whether it made them more likely to consider you.
Creative diagnostics against benchmark
The brand film works hardest. The service ad is liked, but too often credited to a competitor.
TV 30sBrand film
Social 15sService proof
Online video 15sOffer
Recognition
Correct brand attribution
Likeability
Relevance
Consideration after viewing
Index against benchmark, 100 = average ad; 105 and above up, below 95 gap
Key takeout. The social ad scores well on likeability but sits below benchmark on correct brand attribution. Add an earlier, clearer brand cue before the next flight rather than replacing the creative.
Example report view · brand names and figures illustrative
Before and after
Your competitive funnel and the associations the campaign was meant to build, measured before and after it runs.
Recognition and attribution
Whether people saw the ad and, just as important, whether they correctly credited it to your brand.
Creative diagnostics against benchmark
Likeability, interest, relevance, comprehension and wear-out, scored against benchmarks so you know what good looks like.
Message takeout and consideration
What people took from the ad in their own words, and whether it made them more likely to consider you.
Pre and post campaign
Two measures of the brand, either side of the campaign.
Creative testing
Diagnostics on finished or near-finished ads, against benchmark.
Built into tracking
Ad testing added to a tracking wave.
Before it reaches market
Pack and Message Testing
Pack and message testing puts your pack designs, messages and claims in front of the buyers you need to win, side by side with the alternatives, before anything is produced or launched. You see which option they prefer, what they take from it, and what to fix before you commit the budget.
Pack and message test
Option B wins the choice and lands its message. Option A is missed on shelf.
Preferred option
Option A Current pack
Option B Claim-led design
Option C Benefit-led design
Stand-out on shelf
38%
61%
52%
Correct message take-out
57%
72%
44%
Believability
64%
67%
51%
More likely to buy
36%
49%
33%
Per cent of each matched group of buyers; 55% and above up, below 45% gap
Key takeout. Back Option B: it is the one buyers pick, and its claim is understood and believed. Keep Option A's colour cues so current buyers still find the pack on shelf.
Example report view · brand names and figures illustrative
Preference between options
Each option shown to comparable groups of buyers, so you see which one wins and by how much, not just which one people say they like.
Stand-out and recognition
Whether a pack or design gets noticed among competitors, and whether people can tell it is yours.
Message takeout and fit
What people take from a pack, message or claim in their own words, and whether it fits what they already think of your brand.
Appeal and likely action
Appeal, relevance, believability and whether it makes people more likely to buy or consider you.
Pack and design testing
Designs compared against each other and against the competitors they sit beside.
Message testing
Messages ranked on appeal, believability and fit with your brand, before any ad is made.
Claims testing
Product and brand claims checked for believability and whether they give buyers a reason to choose you.
See how we answer real marketing questions.
Four common questions, each with the finding and recommendation a Brand Health report would give.
How it works
How we work.
- 01
Brief
A free consultation about the decisions you need to make and what you already know.
- 02
Design
Questionnaire, sample and competitor set, built around your category and your decision.
- 03
Field
An accredited online panel of your real buyers, with your own customer lists added where they help.
- 04
Report
A written report with an executive summary, a key takeout on every chart and numbered priorities.
- 05
Debrief
Presented live to you and your stakeholders by the researcher who designed the study.
Why Brand Health
Senior researchers on every study
The people who design your study analyse it, write the report and present it. Tom Morris started Brand Health in 2019 after more than 15 years in research agencies and client-side roles, and leads the team’s research.
A recommendation, not a data dump
Every report names what is holding growth back and ends with numbered priorities.
Built around your decision
No off-the-shelf questionnaire. Each study is designed for the decision in front of you, on a core you can trend.
Honest about the data
Significance tested, small samples flagged and limits stated, so findings stand up in the boardroom.
Make smarter brand decisions
Find out what’s holding your brand back.
Book a free consultation with a senior researcher. We’ll talk through the decisions you need to make this year and how research could inform them.