Brand Tracking Research

If you are looking to measure brand features based off just one campaign, or at a single point in time then pre and post campaign research may be sufficient. But if you are continuously running campaigns or want to see the impact of your marketing efforts over a longer period, then brand tracking research is a fantastic tool for gathering impactful insights over time.

Brand tracking research is designed to continuously measure your performance in the market. This research method can help you to understand a range of brand related areas such as how your audience perception changes, along with usage rates and performance against key competitors.

This would use some of the same measures as pre and post campaign research, which are outlined below:

  • In-market vs. Not-in-market – at what stage of the buying process are your customers, have they previously bought or done any research into your product/service? What is their level of loyalty or experience with other brands in your sector?
  • Brand awareness – how many people have heard of your brand? It can also be useful to test awareness alongside other leading brands in your sector, to see how you match up against the competition.

Depending on how many activities you are undertaking, the frequency of surveys being run to track your brand will change. This could be as frequently as monthly if you are doing a lot of frequent marketing activities, but we also run quarterly and yearly trackers for our clients.

At OnePoll, we can help with brand tracking by means of surveys, as well as qualitative research if required in the form of online communities which may be useful to provider deeper insight on a less frequent basis.

As well as these measures, brand tracking can involve social media monitoring, sales data analysis, and online analytics, which OnePoll are not directly involved with, but we are always open to secondary data analysis if this is required and data is appropriate.

Brand tracking can improve your decision making, providing you with valuable information to make the right choices, by identifying where you may be lacking and how you are perceived.

OnePoll has worked on brand tracking research for a wide range of brands. An example of one which we have run since 2022 is Brand Tracker – British Transport Police – OnePoll Market Research