The Brand Tracker is a modular product for monitoring your brand health efforts (communications, advertising, customer experience, and customer service) in the mind of consumers.. You can choose the exploratory, intermediate or advanced version depending on the level of depth you require.
It allows comparisons between certain indicators over a period of time. Like the Brand Awareness Checkup, it measures indicators focused on brand awareness- Top of Mind, Share of Mind, purchase intention, advertising recall, or communication efforts; however, being a tracker,the great differentiator is that the detection of your areas of opportunity is almost immediate, allowing you to respond in kind. In the more detailed versions you'll be able to identify six types of relations that a consumer can have with your brand: lovers, rejecters, dissaponted, satisfied, potential, non users, as well as the TOM, SOM, TC, and most preffered brands by segment.
For our clients this product has been effective in the tracking before, during and after the execution of advertising campaigns and communication efforts both in public relations and social responsibility contexts. It is ideal for a brand health exercise since upon having constant metrics you’ll be able to act immediately on not only controlling crises, but exploiting opportunities if there is an increased preference for a certain category or product or brand. You select a tracking periodicty conforming to your needs: monthly, bimonthly, quarterly, trimesterly, or semestraly.
Atlantia Search’s Brand Tracker methodology lets you continuously monitor brand positioning with multiple types of statistical analyses and methodologies that yield highly relevant data and the most actionable insights, among which we include: TURF Analysis, Price Sensitivity Analysis, Penalty Analysis, Brand Funnel, NPS, and single and multivarianle correlational analysis.
The study's sample quality is ensured by advanced quality control systems like Anti-Speeder, Unique User Validation (UUV), Anti-Random Answers (ARA), and Geo-Referenced Validation, among others.
With our AI-driven and automated data analytics tools, we carry out different single and multivariable analyses in a matter of minutes to identify the most relevant insights of your study.
- We combine brand health indicators with customer experience to give you a complete panorama
- We include measurements of your communication efforts in order to validate their effectiveness and influence on the consumer
- We compare the metrics we obtain, focusing our report on the areas of greatest variation detected, or, on those which you decide to focus
- We have pre-segmented consumer panels by category, which reduces the time needed for data collection
- You decide the depth of your study and you can select between exploratory, intermediate, and detailed versions
- Our delivery times are faster than our competitors'
- Only pay for the things you want to know by selecting modules that group together key questions for each indicator
- Our Data Visualization makes insights easily understandable and shareable
Analyze brand positioning, perceptions, and memorability of brand advertising efforts.
- Top of mind
- Share of mind
- Purchase Intention
- Favorite brand
- Brand funnel (Brand Love Conversion Rate)
- Advertising memorability
Describes the main indicators and offers cross tabulations with demographic data for each of the modules selected.
Includes the information from the exploratory study in addition to identifying six types of relations that a consumer can have with your brand (lovers, rejecters, dissapointed, satisfied, potential, non users) using indicators like:
- Distribution of the different segments
- Most attractive elements by segment
- Least attractive elements by segment
- Most preferred brands by segment
- TOM, SOM, TC by segment
Includes the information from the previous versions and adds the indicators:
- Client reward - Characteristics that to a greater extent are correlated with satisfaction and brand preferences
- Penalty analysis - Characteristics that to a greater extent are correlated to dissatisfaction and affect the brand
You'll be able to...
- Long term areas of opportunity
- Most impactful media
- Brand messages that have lingered in the minds of consumers
Design, maintain, reinforce or redesign strategies for:
- Advertising or communication campaigns
- Message comprehension
- The efficacy of brand messages reflected in the Call to Action
Atlantia Search’s Brand Tracker methodology lets you continuously monitor brand positioning with multiple types of statistical analyses and methodologies that yield highly relevant data and the most actionable insights.
Among which we include:
TURF Analysis: Using the statistical tool, Scope and Non-Duplicate Frequency Totals, all possible brand combinations in the market are permuted and the leaders of the market are identified, giving you perspective into the positioning of your own brand
Price Sensitivity Analysis: A tool to determine the accepted price by consumer profile. The analysis will reveal the optimal price, as well as the acceptable price range as perceived by the consumer. You will be able to associate the performance of your brand with the price perception of your product
Penalty Analysis: An analysis method based on the comparison of various combinations, as is done in variance analyses using JAR scales. The consumer penalizes aspects that trigger that actions in relation to the brand and so we identify redeeming and detracting aspects of the brand
Brand Funnel: Utilizing frequency analysis we create a model that provides a complete description of your brand’s strengths in relation to the competition and allows you to compare them with your previous performance
NPS: The Net Promoter Score (NPS) is an index of the desire to recommend the brand and of the overall consumer satisfaction
Single and Multivariable Correlation Analysis: Through our AI-driven and automated data analytics tools, we quickly and efficiently carry out different single and multivariable analysis of the data so we can identify the most relevant insights of your study
The Most Advanced Tools for Assuring Sample Quality:
By default, all of our studies done through CAWI, CAPI y CATI, include automated systems for sample quality control:
Anti-Speeder: this validation algorithm estimates the minimum time needed to complete a survey and rejects whatever value falls below it
Unique User Validation (UUV): To avoid multiple survey replies from the same respondent, more than 20 parameters from the device and respondent are validated
Anti-Random Answers (ARA): To exclude random answers from respondents we have an algorithm that identifies psychological patterns that indicate random responses and removes them
Geo-referenced Validation: We guarantee location by GPS tracking respondents or by using the location of their IP address
Other Tools: In addition to the above we utilize further tools and methods to guarantee the sample quality; control questions, anomalous answers rejection, automatic validation of open answers, missing data algorithms, contingency tables, etc.
Automated Data Analytics Tools:
Atlantia Search’s automated AI-driven data analytics tools allow us to carry out single and multivariable analyses in a question of minutes to find relevant insights. We are also capable of carrying out a host of other analyses which include K-means, CHAID Tree, Conjoint, Maxdiff, M-Estimation, Ordinary Less Scores, Reach Regressions, Logit-regressions, Linear Regressions, Anovas, Pivot Tables, to name a few, and statistics generation methods such as T-test ANOVA, Games-Howell Nonparametric Post-Hoc Tests, Cohen’s F Statistic, Pearson Correlation, Spearman Correlation, Point Biserial Correlation, Cohen’s D, Paired T-test, Fisher’s Exact Test, Chi-Squared Test, Cramer’s V, Z-test, Time-series Analysis, Difference in differences (DID, DD) among many others.
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