Capability
B2B Brand Tracking Research
B2B brand tracking research measures the impact of marketing initiatives over time in a representative and unbiased way. Brand health tracking includes awareness, consideration and positioning.
Why choose us
The brand tracking agency you can believe in
Knowing the true impact of business and marketing initiatives on your brand is a powerful accelerator for market growth. Our brand health tracking research evaluates the ROI of marketing spend and benchmarks your brand performance against the competition.
High quality data
Data sourced from computer-assisted telephone interviews or video interviews – no online survey panels. Get insights from real people with real expertise.
Greater efficiency
A streamlined research process that saves time and resources, while also uncovering clearer insights.
Genuine B2B expertise
A team of B2B experts that know what’s important to you and your industry.
Use Cases
Brand equity tracking
Market growth
Brand tracking research uncovers where there could be new opportunities for market growth from unmet customer needs. By continuing to track your brand awareness and perception in the market over time, brand tracking companies can measure your progress in meeting those needs.
Marketing benchmarking
A brand tracking agency can help you to understand the impact of your marketing and benchmark your brand against competitors over time. What is your true level of brand awareness in the market? Are customers familiar with the services you offer and your competitive differentiation? Are key marketing initiatives having an impact over time?
Marketing ROI assessment
A brand equity tracker determines the effectiveness of your marketing spend. It provides clear insight into what is working and what is not working, from brand messaging to marketing channels, over time.
Marketing strategy optimization
Brand health tracking directs time and resources where your brand is in most need of focus. That includes growing saliency, clarifying your brand positioning, or increasing your brand consideration among B2B customers.
Market needs alignment
A regular brand tracking survey keeps a finger on the pulse of changing brand needs and positioning from competitors. This helps your business to continuously align with the biggest drivers of growth.
Mergers and acquisitions
Brand tracking market research evaluates the strengths and weaknesses of a target acquisition. Brand tracking companies use it to establish a brand’s true market value prior to acquisition, and the impact of efforts to increase awareness and consideration in the post-acquisition phase.
FEATURED VIDEO
How leading B2B brands use brand tracking research
Learn how B2B brands use brand trackers to assess the effectiveness of business initiatives, marketing strategy and campaigns.
Our process
Custom-built B2B brand health tracking
Every one of our brand trackers is custom-built from scratch. No more off-the-shelf research.
Step 1
Define your research objectives
An initial meeting to understand your brand challenge or opportunity to inform our research plan.
Step 2
Project kick-off
We meet with your internal stakeholders to align on the competitors to benchmark against and markets.
Step 3
Design interview materials
We custom design the interview discussion guides and/or questionnaires and edit until you sign-off.
Step 4
Interview programming and setup
This is managed by our in-house team to make sure we have ultimate quality control.
Step 5
Recruit real decision-makers
We recruit, screen, and validate the identities of relevant decision-makers in your target audience.
Step 6
Data collection
We conduct live interviews with a representative sample of relevant decision-makers.
Step 7
Analysis and reporting
We analyze the data collected by relevant variables and report clear and actionable insights in a short slide deck.
Step 8
Strategic recommendations
We provide key recommendations on how to derive value from the insights and present the findings.
Featured CAse Studies
Our B2B brand tracking experience
Featured Insight
How to conduct a brand audit
A brand audit can reveal critical insights into a brand’s strengths and weaknesses in the market.
Faqs
Brand tracking FAQs
Here are some FAQs about B2B brand tracking research.
What is brand tracking research?
Brand tracking research provides an unbiased view into your company’s brand health and performance, and how well your target market perceives your brand over time. It includes an on-going and representative assessment of brand awareness, brand favorability and consideration, brand associations, brand positioning, value-for-money perceptions, and alignment with market needs.
How often should I be doing a brand tracking survey?
A brand tracking survey is often performed by brand tracking companies on a recurring 6, 12 or 18-month basis, and/or following major strategic initiatives. Too often, and there isn’t the necessary time to digest findings, implement strategies, and measure the ROI before more interviews are completed. Too infrequent, and it will be difficult for you to use the research to steer key marketing and business initiatives.
What are the benefits of brand equity tracking?
Brand equity tracking provides insight into:
- Your brand’s performance across the marketing funnel.
- How your brand measures up against competitors in terms of equity and meeting customer needs.
- The impact of your marketing strategy on brand perception.
How do you conduct brand health tracking?
Brand health tracking is conducted by brand tracking companies using quantitative research. A robust sample of interviews with a representative sample of target customers is used to benchmark and track brand health and perceptions in a competitive context. This can help to measure marketing ROI, provide recommendations to optimize marketing spend or brand differentiation, and inform M&A activities. Qualitative research can be used to supplement quantitative research by diving deeper into identified trends. This helps businesses to understand the “why” behind brand perceptions or market needs.
What are common brand tracking metrics?
Key brand tracking metrics include unaided and aided brand awareness, brand favorability and preference, category alignment, brand equity, net promoter score (NPS), brand associations, performance on key needs and value perceptions. Tracking brand health metrics over time allows businesses to measure the effectiveness of their marketing strategies on B2B brand awareness, consideration, and perceptions.
How does brand sentiment improve customer acquisition and retention?
Positive brand sentiment helps to attract new customers and strengthen brand loyalty. Knowing what brand attributes and brand needs resonate with the target market and then leveraging compelling marketing strategies to strengthening alignment with those, is key to driving positive brand sentiment. Brand tracking is used to identify the important brand attributes that can be leveraged and where there are white space opportunities to strengthen brand positioning. In doing so, B2B companies can develop targeted strategies to grow brand consideration, favorability, and usage.
Why is brand tracking market research important for marketing strategy?
B2B brand tracking market research helps businesses refine their marketing approach. It informs marketing messaging and channel strategy to increase your return on investment in marketing campaigns. By aligning messaging with customer needs and industry trends across the marketing channels that the target market uses, businesses can build a strong brand reputation and drive higher engagement.