Inheriting and improving brand health tracking, informing cross-category comprehension and the role of ad-hoc banks

We were approached to inherit a tracking study from the incumbent agency, with a view to supercharging the client’s insights generation. In particular, there were questions about cross-category interactions to inform portfolio management, and a host of bespoke questions that arise each year.

We designed an instrument that allowed maintenance of trends where needed, whilst also allowing the instrument to evolve over time. This evolution was to allow both inclusion of new categories in subsequent years, while allow exploring ad-hoc questions that arise during the course of the year.

The study has become a central reference point for marketing and brand managers to guide their brand plans and communication objectives. Critically, the inclusion of flexible modules has allowed for the business to extract even more value, exploring areas that are pertinent to them, and helping lead to a more dynamic and evolving tracking study.