Brand health tracking research: Measure your brand performance over time

1. Identify an overarching business objective and a means of measuring it within the dataset

2. Identify the broad set of inputs that are measured within a survey that will be used in the analysis

3. Refine the inputs to a ‘core’ set using statistical analysis and use ordered logit regression to assess the impact of all inputs on the overall objective

4. Group the core elements using factor or cluster analysis to create clear, distinct categories of similarly themed attributes

5. Derive performance scores for each category using a method best suited to the spread of data

6. Derive the overall Brand Strength Score by taking an average across all categories to create a single metric

Most of our brand health tracking research is carried out amongst a representative sample of your target audience, rather than interviews exclusively with customers. It is just as important to know how your brand is perceived amongst potential customers as it is amongst existing customers. This can present problems in a very fragmented market where companies have a small market share, in which case we would boost the interviews with users of the brand.

We ensure we have a sufficiently large sample size so that we know that differences between waves of the brand health research tracker are significant. In business-to-business markets this can sometimes be difficult because the total audience / available market for certain products are measured in the hundreds or thousands of companies. Relatively few B2B markets have millions of potential customers. We sometimes have to return to interview the same respondents after 12 to 18 months, though this is not usually a problem as respondents are unlikely to remember specifically how they answered questions in an earlier wave of the study.

Determine a strong B2B brand position >

Ensure your brand campaigns resonate with your market >