Brand Health Tracking | 4Service Market Research

Brand Health Tracking

BRAND HEALTH is the term used for the research of brand positioning on the market.

4Service’s tools for brand health offers one-off market consultations using Brand Point Analysis (the analysis of the brand’s position on the market) with the possibility of repeated measurements and a regular study of the market situation as part of its service Brand Health Tracking.

These are the things that businesses need to remain healthy.

Brand Health Tracking (BHT)

This is a type of market research that is conducted with a certain regularity (every two weeks, every month etc) in order to obtain information about the status of a brand on the market based on indicators such as prominence, demand, image, the characteristics of its consumers, brand health, etc.  

We trace the way customers become loyal to a brand: what percentage of consumers think of a particular brand spontaneously, which think of a particular brand following some hinting, how many consumers use a particular product/service, what are the key aspects associated with a brand; what proportion of users consider the brand to be a favorite and how many choose it most often, over other brands.

What tasks can be solved by BHT:

  • Evaluating the consistency of efforts put in in the long-term to build a brand
  • Determining the degree of popularity and customer demand for the brand of services/products
  • Measuring the level of customer knowledge about the brand
  • It evaluates the value of the brand as a fundamental indicator for the marketer
  • Showing the effectiveness of the advertising and information campaigns conducted and whether customer knowledge surrounding the product/service has changed and establishing whether the brand is changing in consumers’ minds;
  • Determining what impact a period of high advertising has on the sales/marketing activities of the competitors
  • Providing a constant control to the business owner in periods of continuous market changes. The more changes that occur on the market, the more frequent tracking is and the smaller the intervals between each tracking.

For example, if a company needs only one session of BHT per quarter during the measurement of market shares, a survey of respondents should be conducted more often when measuring customer brand knowledge from advertising.

By collecting information through various methods, brand tracking is usually divided into three stages (depending on the target audience and how difficult they are to reach). These three stages are: telephone interviews, personal (face-to-face) interviews at homes and/or conducted on the street and online questionnaires.

Brand tracking is not a one off method of research, but a constant tracking of the brand, analysis and measurement of all that affects a brand’s market performance and a business’ overall effectiveness.

WHY CHOOSE 4SERVICE

– We use both traditional and contemporary methods to collect data: We work using two models, one with a simple set of indicators and the other targets more complex industries such as food and service industries.

A more complex model involves an in-depth study that includes up to 10 estimated indices.

– We offer a control of initial data

– We cover the whole of the country

– We provide a solution for non-dynamic markets/markets with a limited number of players (Brand Point Analyze)

In order to achieve maximum efficiency, we also carry out in complex:

Web Social Media

Qualitative research (focus groups, in-depth interviews, ethnographic research)

Penalty analysis

Price Sensitivity Measurements

Mystery Shopping

 

32%

of Ukrainians buy jewelry once a year

Survey

37%

of respondents are annoyed by Viber/WhatsApp messaging

Research

-4.3

on insurance companies’ industry

NPS

30%

of Europeans are satisfied with the speed of service they receive

Brand Health

29%

of respondents are surpassed with the expectation of non-standard consultation in clothing stores

Poll

92.4%

of customer conversations are about their experience with people

Web Social Media

+30%

increase in the quality of customer service received during public holidays

Mystery Shopping

63%

of customers expect companies to offer customer support via social networks

CAWI

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