A Smarter Way to Measure and Maintain Your Brand’s Health

on Thursday, 26 May 2016. Posted in Brands, Research

A Smarter Way to Measure and Maintain Your Brand’s Health

Elevating brand health research from mere measurement to quality insights and actionable recommendations requires a more strategic approach. Read on the learn how to avoid research malpractice and see how we ensure brand health measurement delivers real value.

Measuring brand health is a perfunctory exercise in many companies. You’ve probably seen it before: Big-name insights firms charging big bucks to conduct brand attitudes and usage (A&U) or tracking studies only to deliver a data dump in a blizzard of charts with no interpretation, no implications and no actionability. Even worse, the data they collect is often not made available for further slicing and dicing or for repurposing to answer new questions that arise. We call it research malpractice, and we see it all the time.

There is a smarter way!

Deep insights into customers and prospects are key to understanding a brand’s health and generating ideas about ways to improve it. At Brand Amplitude, we believe that the value of brand health research is in both the insights generated and their translation into actionable recommendations. We see measuring brand health as an essential first step in maintaining brand health. A brand tracker or A&U study is an opportunity to dig deeper with customers, spot trends, issues and opportunities.

Elevating brand health research from mere measurement to quality insights and actionable recommendations requires a more strategic approach. Here’s how we ensure brand health measurement delivers real value.

  • Build discovery in.This ensures we take time to understand the client’s business and objectives.
  • Engage decision-makers up front and throughout the process. This gives them confidence in our approach so they can believe the findings and act on the recommendations.
  • Be clear about KPI’s.While awareness is key for some brands, it is a given for others. In those cases, brand consideration, brand preference or advocacy are more actionable.
  • Measure over time. Absolute levels of brand equity measures are interesting but not terribly useful. They become more meaningful when tracked over time.
  • Ask enough people.Sample is relatively inexpensive. And more is almost always better because it gives greater confidence in the findings and recommendations, and greater sensitivity to changes. Bigger samples also allow for more refined cuts of the data, which is great for segmentation.
  • Keep changes to a minimum. By being consistent in sample specifications, sources, and KPI’s over time, you can be confident that any changes you see in the results are real and not artifacts of a change in something you did.
  • Turn open-ended questions into closed-ended ones to make them trackable. Open-ended questions reveal what’s on respondents’ minds and how they express themselves. With that knowledge, we create closed-ended questions and track responses over time to see whether and how they change.
  • Consider a hybrid approach. Surveys are great for answering “what” questions – what people do (e.g., what brands they buy and how often), what people think (e.g., about a category, brand or creative campaign). They are not so good at answering the “why” questions – why they think or behave a certain way. We build qualitative recruiting into all of our quantitative research and can go on straight from one to the other to answer the “why’s” that inevitably arise in survey research.

Give us a call to talk about how Brand Amplitude can help you get more value out of your brand health measurement, usage and attitude and tracking investments!

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