The State of Brand Tracking Research

Strategic tracking of brand health and perceptions over time helps companies understand which marketing initiatives are successful and where future efforts may be focused to improve market positioning.

With 2018 on the horizon, many companies and brands take this time of year to consider their strategic tracking initiatives. Some may be initiating a brand health and tracking research study for the first time – establishing benchmarks and getting the initial brand pulse. Others are looking at a dinosaur tracker and ways to make it more respondent-friendly, mobile-optimized, and strategic.

At W5, we often hear clients ask “How can I make my brand tracker strategic and more insightful wave-over-wave?” We get the question so often in fact, it was featured in the December Quirk’s Ask the Expert series.

We understand as times change, so do the methods and best practices of strategically tracking brands, which is why we evolved our white paper on the subject, W5 on Strategic Tracking. Learn about our approach, research objectives tracking can answer, considerations for mobile-optimized trackers, how to leverage qualitative research, and various reporting strategies.

Whether you are looking to launch a new tracking initiative in 2018, or discuss ways to better leverage your current brand tracking research, we encourage you to reach out to W5. We are keenly aware of the importance of consistency and planning to bridge the transition between tracking methodologies and partners, and have successfully transitioned tracking surveys for several clients―each presenting unique challenges and opportunities.

Happy tracking!