Brand health tracking
See how your brand moves, wave by wave
Measure awareness, consideration, preference and use for your brand and your competitors, asking the same questions of the same kind of people in every wave. When a line moves, you can check that the change is real and ask people why.
The funnel, wave by wave
All buyersAwarenessConsiderationPreference
Recommendation
Net Promoter Score
This wave, against Brand B
YouBrand B
- Aware
65%66% - Consider
37%38% - Prefer
19%22% - Use, 3 months
15%17%
- Same screener, quotas and weighting
- Five competitors
- Up to 5 audience groups
Ask the study
Did the campaign move anything?
Prompted awareness is up among under-35s since wave 1. Preference has not moved.
Numbers checked against the data
Questions it answers
- Is our awareness growing?
- Are we winning consideration from competitors?
- Did the campaign move anything?
- What do people link to our brand?
- Is this wave comparable to the last?
- Which group changed, and why?
Why it matters
A tracker is only useful if it is consistent and current
Brand spend is easy to count and hard to judge. A one-off survey gives you a snapshot, but a snapshot cannot tell you if a campaign moved anything. A tracker can, as long as every wave asks the same questions of the same kind of people. If the wording drifts or the sample changes, a move in the line may be noise. We keep the questionnaire, the quotas and the weighting fixed, so a change in the line is a change in the market.
How it runs
How a tracker runs
One questionnaire, one audience definition and one weighting scheme, kept fixed from the first wave.
- 01
Set it up once
Choose the market, the audience and the competitors to track. We agree a short core questionnaire built on the brand funnel, plus a slot for questions that can change from wave to wave, such as one about a new campaign.
- 02
Field every wave the same way
Each wave uses the same screener, the same quotas and the same weighting. We source the sample ourselves, from our own PocketsFull panel and from partner panels when an audience needs it.
- 03
Separate real change from noise
Changes between waves are tested for significance before anyone acts on them. Inside a wave, you can compare up to five audience groups, each tested against everyone else.
- 04
Ask why when a line moves
Add an open or video question to the next wave for the group that changed. Video and audio answers are transcribed, and an AI interviewer can ask up to three follow-up questions.
Wave by wave
Example: a monthly tracker for a sparkling water brand
Prompted awareness, all buyersPrompted awareness, under-35sPreference
| This wave | W1 | W2 | W3 | W4 |
|---|---|---|---|---|
| Awareness, all | 61% | 62% | 64% | 65% |
| Awareness, under-35s | 44% | 48% | 53% | 55% |
| Preference | 19% | 19% | 20% | 19% |
Video answer · under-35s · wave 4
“I remember the ad. I couldn’t tell you what’s different about the drink.”
TranscribedAI follow-upsGrouped into themes
Wave 1
A baseline before the campaign
Your brand and five competitors, asked of US adults who bought sparkling water in the past three months. Quotas on age, gender and region are set now and kept.
Baseline set
Wave 2
The summer campaign launches
The same screener, quotas and weighting as wave 1. Awareness edges up, and the change is checked against the last wave before anyone reads it as a result.
Same quotas, same weighting
Wave 3
Awareness moves, preference does not
Two waves after launch, prompted awareness is up among under-35s, but preference has not moved. The campaign is being noticed; it is not yet changing choices.
Under-35s: awareness up
Wave 4
Ask the group that moved
A short video question goes to under-35s. They remember the ad, but not what makes the product different. The next round of creative is built around that.
Video answers, transcribed
KPI definitions
What you can measure
Each measure is asked the same way in every wave, so the lines stay comparable.
- KPI 01
Unprompted awareness
Brands people name without seeing a list.
- KPI 02
Prompted awareness
Brands people recognize when they see the names.
- KPI 03
Consideration
Brands they would think about next time they buy.
- KPI 04
Preference
The one brand they would choose first.
- KPI 05
Use
Brands bought or used in a set period, such as the last three months.
- KPI 06
Brand image
Which statements people link to each brand.
- KPI 07
Ad recall
Whether people remember the brand's advertising, and where they saw it.
- KPI 08
Recommendation
Net Promoter Score, on a 0 to 10 scale.
- KPI 09
Buying moments (optional)
The situations and needs that bring each brand to mind.
What you get
What you get each wave
The same report every wave, so the team reads change, not a new layout.
- 01
The core funnel
Awareness, consideration, preference and use for your brand and for each competitor.
- 02
A trend line for each measure
Every measure plotted across waves, so you see the direction and not just the latest number.
- 03
Results by audience
Crosstabs and up to five audience groups side by side, with significance markers, weighted when you need it.
- 04
What people link to each brand
Open answers grouped into themes, with a word cloud and quotes.
- 05
Answers to your own questions
Ask about the results in plain English and get an answer, with its numbers checked against the data.
- 06
Files for your team
A PowerPoint deck, an Excel workbook and CSV files for every wave.
Choosing the method
When to use it, and when not to
Use it when
You invest in the brand all year, or around a big campaign, and need to see what it returns.
Video ad testing
When you need to judge the creative itself, before it runs.
Use insteadSegmentation
When you do not yet know which audience to track.
FAQ
Questions, answered
How often should we track?
Monthly, or continuously, if you spend on the brand all year. Quarterly is the least we suggest if you want to see the effect of campaigns.
Can we move an existing tracker to you?
Yes. We match your question wording and quotas, and we suggest one parallel wave so the trend line is not broken.
Do you compare our scores with industry benchmarks?
Not yet. We will only publish norms once we have enough real studies in a category. Until then, each wave is read against your own past waves and against your competitors.
Can we run the tracker ourselves in CatalyseAI?
You can build the questionnaire today from the brand question templates, choose your audience and field it, then copy the study for each new wave. A ready-made tracker template with its own trend report is planned.
Related
Goes well with
Plan your tracker with us
Tell us your category, your competitors and how often you want to read the market. We will come back with a core questionnaire and a wave plan.
Nearest office: Orlando, FL (corporate office)