Brand Health Solutions
Research solutions to inspire smarter marketing decisions
Brand Tracking
1. Brand Tracking
Market Segmentation
2. Market Segmentation
Advertising Effectiveness
3. Advertising Effectiveness
The first step in understanding your brand is conducting a Brand Tracking study.
We speak directly to people in your target market to:
- Understand the strength of your brand and competitors
- Identify weak points or areas where the competition has the upper hand
- Help with positioning and understanding how the market views your brand vs. others
Our data is gathered via online survey’s where consumers give us direct feedback across a range of areas that allow us to create a deep understanding of the market you operate in.
Brand metrics we typically measure include:
- Unaided Brand Awareness: First brand consumers think of, no prompting
- Aided Brand Awareness: Brands consumers recognise when shown a list
- Brand Communication: Where consumers have heard or seen your brand advertised (e.g. television, social media)
- Brand Attributes: Key attributes consumers associate with your brand
- Brand Perception: Positive or negative changes in perception of your brand
- Brands Purchased: Which brands have consumers been purchasing
- Purchase Frequency: How often are consumers buying your brand
- Purchase Intent: Are consumers likely to buy your brand in the future
- Brand Loyalty: Do consumers only purchase your brand, or are you part of a larger competitive set
- Competitor Comparison: How do you compare to your competitors on a set of key metrics relevant to your industry
- Net Promoter Score: Are consumers likely to recommend your brand
Market Segmentation
A market segmentation is the process of grouping your customers based on their distinguishing characteristics (for example their attitudes, interests, and hobbies) and demographics (like their age and household income).
Data scientists are involved throughout the segmentation process, analysing the consumer data we collect and conducting statistical analysis to create the different segment groups.
Benefits of a customer segmentation include:
- Deep understanding of customers, which allows you to communicate to them in a way that is relevant.
- Fine tune the targeting of your campaigns to your most valuable customers.
- Reduce customer friction / support issues, by understanding customer pain points and putting systems in place to support them.
- Improve customer loyalty by communicating in a way that is more congruent with their needs.
- Understanding the channels customer segments prefer and utilising this information when building your media strategy.
Without segmentation it is impossible, as a marketer, to definitively know if you are positioning your brand and targeting to the right type of consumer.
At Brand Health we are experts in brand research and can advise on a segmentation strategy that will benefit your organisation.
For a more detailed overview of what market segmentation is and how to use it, check out our article here.
Advertising Effectiveness
Ad tracking is a well-established and commonly used form of market research that identifies audience perceptions and likely action to your advertising.
By leveraging modern technology, we have developed a simpler, quicker and more insightful way of testing the effectiveness of your creative executions, while still leveraging the benefits of traditional market research approaches.
We also calculate our own Advertising Effectiveness score, which indicates whether or not your creative is working, before delving deeper into results. Our AE score is also a great way to compare your creative against competitors.
Discover and track:
- Overall Advertising Effectiveness
- Recall - Has your ad been seen before?
- Branding - Does your audience know who the ad is for?
- Relevance - Is the offer communicated relevant to your target audience?
- Engagement - Do people like watching your ad?
- Wear-Out - Is your audience tired of seeing your ad?
Get Started Now
Schedule a FREE 30 Minute no obligation phone consult, where we will discuss your brand, the challenges you face and how we can help you grow your brand
Reporting Insights
We Deliver Visual Reports That Bring The Insights To Life
Our reports include simple guidance and straight forward explanations that will be accessible to anyone in your marketing team.
User friendly dashboard
All of our brand tracking is reported in our state of the art online dashboard, allowing you to customise how you view your data and dive deeper on what matters most to you, using a range of features including inbuilt question and segment filters and defining time periods to monitor on-going performance.
Testimonials
Don’t just take our word for it, see what our clients are saying about their experience working with Brand Health
The Ultimate Guide to Brand Tracking
Download Our Ultimate Guide to Brand Tracking and discover everything you need to know about Brand Research here.
