Brands and Communications Tracking
We help clients understand how their brand and, specifically, your marketing activity are performing; both in isolation and in the context of competitor activity. We use the phrase ‘activity’ rather than specifically advertising as there are so many more ways for a brand to communicate with consumers and potential consumers these days. However, we should add that unless sample sizes are massive, it is only old-fashioned above-the-line advertising that makes a measurable difference in sample surveys.
Method of interviewing
· Online – the least expensive option. Can play radio and TV clips as well as show stills. However, can miss certain parts of the population; e.g. older people, less affluent people.
· Telephone – more expensive, but will obtain those ‘difficult to get’ people and use of an interviewer can help to keep respondents interested. Cannot show visuals
· Face-to-face – combines technical benefits of other methods but is considerably more expensive
· Quite simply, your target market, however you wish to define it; be it all category consumers, your own target audience, or a specific audience targeted by particular activity
· One exception to this is if you want to obtain feedback about very specific activity where you have a list of people who received something or responded to something. This could be a direct communication (e.g. mail or email), or perhaps people who attended an event. Research can follow-up such people to identify the impact on your brand and propensity to purchase
How you can schedule interviewing
· Pre / post interviewing – you interview matched samples of respondents before and after your activity and observe the differences. This is normally solely scheduled around your own marketing activity without regard to what your competitors are doing
· Continuous interviewing – weekly or monthly tracking, depending upon your budget and variations in marketing activity. Clearly, the benefit of this is that you can pick up respondent reaction to all activity, not just your own
· Or something in between – pre / mid / post surveys are not unknown and there can be any number of variations on this theme; often referred to as 'dips'
The core questions you ask
· Spontaneous and prompted measures of awareness of both brands and advertising (including competitors)
· Attitudes towards key brands (again, can compare with competitors)
· Recognition of advertising, for example can people correctly ascribe it to your brand when the logo / brand identity is removed?
· Reactions to your advertising – both aesthetically and to identify how well it supports or detracts from your existing brand or product positioning
· Review of competitor advertising, if appropriate