Brand Tracking Surveys and Market Analysis | TechSci Research

Brand Tracking

Consumer Markets are quite volatile, and the trends change rapidly. While we see a lot of shift in product consumption, understanding the needs of the customers is of utmost importance for any business to sustain.

Product - Brand Track is a continual method approach to measure brand awareness and image, using both recall and recognition measures and moving from general to more specific questions. To conduct the survey, first consumers are usually probed of what brands come to their mind in certain situations, next they are asked for recalling brands based on various product category cues, and then come the tests of brand recognition.

The questionnaire further moves from general questions to product specific questions of brand tracking surveys to measure brand image, especially specific perceptions like what consumers think characterizes the brand, and evaluations such as what the brand means to consumers. A few specific brand associations typically exist for the brand, depending on the richness of consumer knowledge structures, which marketers can track over time.

When and Where to Track

One useful approach for monitoring brand associations is continuous tracking studies, which collect information from consumers continually over time. The advantage of continuous tracking is that it equalizes out aberrations or unusual marketing activities or events like a high profile new digital campaign or an unlikely occurrence in the marketing environment to provide a more representative set of baseline measures.

The frequency of such tracking studies, in general, depends on the frequency of product purchase.