Brand Tracker and Social Listening Study

Our client was keen to start a programme of brand health monitoring by understanding current brand perceptions in the category and what its brand’s true point of difference should be. An approach was needed that utilised all the standard metrics around brand health that can be dynamically measured but also incorporating social listening with a view to having a 360 degree view of its own brand, as well as more recent entrants to the category – all with a view to ensuring that our client’s current brand credentials were maintained at the same time as activating strategies to embrace a new generation of shoppers/consumers.

We utilised a robust online study amongst category users and non-rejecters. From the non-rejecters, we wanted to understand the scale of the opportunity, if they could be encouraged into the category, as well as the purchase barriers to overcome. For the category users we established as a baseline against future studies the metrics ranging from brand awareness all the way to brand evangelism – so for each of the major brands in the category we could identify their strong and weak points in terms of brand funnel conversion. Social listening was also utilised to help understand category language and what was being said about the brands in the category – with the aim of aligning communications around these trends. A behavioural/attitudinal segmentation was generated to show which types of consumers our client’s brand did ‘best’ in and where they could look to target for future growth.

Our outputs showed that our client’s brand had some areas that required attention to ensure its long-term health whilst also identifying areas where it could leverage its position to defend its strengths and expand into others. The segmentation gave our client the credibility to talk to the retail trade about category initiatives and which consumer segments to prioritise going forward.