Brand Tracking and Research Report Examples

Why are we losing ground to a competitor?

What we measure

Your brand and each competitor through the funnel, from unprompted awareness to preference, and what actually drives choice in the category.

Brands and figures are illustrative. Client results are never published.

Brand funnel against competitors

Your brand turns more of the people who know it into considerers than anyone else.

Unprompted

Prompted

Consider

Prefer

Prompted to consider

Your brand

22%

41%

24%

15%

59%

Competitor A

48%

77%

39%

22%

51%

Competitor B

35%

66%

30%

14%

45%

Competitor C

27%

58%

21%

9%

36%

Competitor D

12%

37%

13%

6%

35%

Key takeout. Your brand converts 59% of those who know it into considerers, the highest in the set, but fewer than half as many buyers name it unprompted as name Competitor A.

Example report view · brand names and figures illustrative

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)

Reliable when it matters

18.4

Value for money

14.1

Easy to deal with

12.7

Expert advice

10.9

Range of options

8.2

Local presence

6.8

Innovative

4.3

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

What the report would find

You are not losing because buyers prefer Competitor A. It is known by almost twice as many buyers, and once people know you, you turn more of them into considerers than anyone else. Where you fall short is value and ease.

What we would recommend

Stop trying to out-persuade Competitor A and buy visibility instead. Lead the next campaign with proof of value and ease, not another reliability message.

Brand Audits

Priced on sample, audience and competitors measured

Is our advertising actually working?

What we measure

The brand before and after the campaign, and each ad scored against benchmark for recognition, branding and consideration.

Brands and figures are illustrative. Client results are never published.

Before and after the campaign

The campaign lifted advertising awareness and consideration. The value message did not land.

Prompted awareness

44% → 49%

+5 pts

Advertising awareness

18% → 29%

+11 pts

Consideration

22% → 26%

+4 pts

Associated with ‘expert advice’

31% → 38%

+7 pts

Associated with ‘good value’

27% → 28%

+1 pt, not significant

Before the campaignAfter the campaign

Key takeout. Reach and the expertise message worked. Value did not move, so either the message or the media needs to change before the next burst.

Example report view · brand names and figures illustrative

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

118

96

104

Correct brand attribution

112

84

101

Likeability

108

110

92

Relevance

121

103

95

Consideration after viewing

115

99

88

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

What the report would find

The campaign lifted advertising awareness and consideration, and the expertise message landed. The value message did not move, and the social ad is liked but too often credited to a competitor.

What we would recommend

Do not add budget yet. Fix the branding on the social ad and rework the value message, then run the next burst.

Advertising Effectiveness

Two waves planned together, priced as one program

Where should next year's marketing budget go?

What we measure

Your key brand measures wave on wave against competitors, with each change tested for significance before it is acted on.

Brands and figures are illustrative. Client results are never published.

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

Recommendations

Four priorities for the next twelve months.

1MediaShift weight from persuasion to reachAwareness, not appeal, is the constraint. Hold message, widen reach in the two regions where unprompted awareness trails.
2CreativeLead with proof of value and easeBoth sit in the priority gap. Brief the next campaign to prove them, not to restate reliability.
3SearchBe findable at the shortlist momentBuyers who search before shortlisting are your best converters. Match paid and organic to their questions.
4MeasurementRe-read in twelve monthsWave two tests whether the reach shift moved unprompted awareness, against the same competitor set.

Key takeout. Every priority traces back to a finding in this report, and wave two will show whether each one worked.

Example report view · brand names and figures illustrative

What the report would find

Awareness has grown for two waves running, so the shift to reach is working. Preference has only moved directionally, and the gap is still value and ease.

What we would recommend

Hold the reach investment, put new money behind proof of value and ease, and be findable when buyers search before they shortlist.

Brand Tracking

Priced on sample, audience and number of waves

Which pack design should we launch?

What we measure

Each design shown to a matched group of buyers, scored on preference, stand-out on shelf, message take-out and believability.

Brands and figures are illustrative. Client results are never published.

Pack and message test

Option B wins the choice and lands its message. Option A is missed on shelf.

Preferred option

Option A 29%

Option B 46%

Option C 25%

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

What the report would find

Option B wins the choice and its claim is understood. The current pack is missed on shelf.

What we would recommend

Launch Option B. Keep the current pack's colour cues so existing buyers still recognise you.

Pack and Message Testing

Priced on designs tested and who sees them

From question to recommendation.

Why are we losing ground to a competitor?

Is our advertising actually working?

Where should next year's marketing budget go?

Which pack design should we launch?

Bring us your question.