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Turbocharging your Brand Tracking

If I had to mention one type of research that typically absorbs a large chunk of research budget, then it is Brand Tracking. It is demanding continuous investment in robust consumer samples, making it a major budget eater. However, Brand Tracking is also the number one type of research that is underutilized the most! Its ROI is often doubtful if not outright poor.

In my experience, enthusiasm for Brand Tracking diminishes over time due to stagnant KPI’s, repetitive reports and rather boring presentations. And that’s a missed opportunity! Keeping Brand Tracking focused on what truly matters can greatly enhance its value. Recently I built a Global Brand Tracking system across 17 countries and 45 FMCG categories. Drawing from past experiences, I developed five key principles to ensure its success. Let me share them with you.

The Five Tips for Turbocharging your Brand Tracking:

  1. Keep it rolling: Brand Tracking isn’t a static activity. Track your brand consistently over time for a complete picture. Collecting your data in (e.g quarterly) waves won't cut it. It will drastically limit the opportunities for insight and analysis. Go continuous for deeper insights. A year-round view reveals trends, seasonal impacts, the effects of advertising and competitor efforts.
  2. Blend data for insights: Integration is key. Fuse survey data with other (time series) data such as sales, market shares, penetration and media spend for a comprehensive understanding. A unified digital dashboard connects the dots, linking what consumers feel and think with behavioral data. It enables predictive modeling and root cause analysis. Plus, in-house analysis saves costs and leverages internal data.
  3. Trim the fat: Simplicity wins. Less is more in Brand Tracking. Combat survey fatigue by keeping it brief—under 10 minutes—and focused on essential questions. Skip redundant ad awareness queries: you need more than consumer’s claimed recognition to conclude if your advertising worked. Better to opt for a 360 view via Marketing Mix Modelling using cross-media data, (promo) sales data, competitor data etc.
  4. Focus on KPI’s that matter: Include the ones that are leading indicators for a brand’s development. Cover Brand Perceptions (e.g. Differentiation, Relevance, Willingness to pay) alongside standard Brand Funnel metrics. Include Category Entry Points (CEP’s)* to measure if your brand is mentally competitive. Skip continuous tracking of Brand equity type of constructs. Constructs do not easily move: some underlying factors may rise while others fall, which will be balanced out in a summary metric. Better save Brand equity understanding for periodic deep dives.
  5. Ensure Data Integrity: Make it rock solid. Brand tracking results are often criticized for showing little movement in KPIs year after year. Ironically, when changes do happen, users often question the data. Avoid skepticism by ensuring undisputable data quality. Set strict fieldwork standards, solid quotas, and robust cleaning rules. Agree on penalty systems in case of underperformance. Organize for regular check ins with your fieldwork provider; It is worth the investment!

Revamp your Brand Tracking with these principles. Transform it into a valuable and actionable tool, driving brand growth forward. Need help? Reach out for a coffee!

* Although the How Brands Grow concept of CEPs is pretty known by now, getting the right ones in your Brand Tracking system can be quite a challenge. More about that in my next post….

What others say

Edwin Bark, Managing Director Tivall Europe at Nestlé:

Annemieke has been Tivall Europe / Nestlé's long term partner in developing consumer insights. During the various assignments, Annemieke has been instrumental in developing our Consumer Insights across Europe.

Her expertise in market research and long track record in FMCG has been of great value to build a common base of consumer understanding accross the different markets in Europe. More than a consumer insights expert, Annemieke is a true business partner; pro-actively identifying business opportunities, new methodologies and very keen on finding the way to win with consumers. Her open minded character and great communication skills facilitate the interaction with different cultures accross Europe and gives her the credibility to be our leading Insights manager for the category.

Laura Barber, Head of Insights for Sparkling- Knowledge & Insights Team, The Coca-Cola Company:

Annemieke lead the insights and strategy on five of our Sparkling portfolio brands within my team on a 8 month contract. I've never seen a contractor integrate so quickly into a business.

Annemieke created trust, great relationships and confidence with senior management and brand teams alike. Annemieke brings with her a huge amount of expertise, a personable and friendly manner, the ability to challenge the status quo, innovate business process and practises and add real value in a very short amount of time. I can't recommended Annemieke highly enough and I truly hope we will work together in the future!

Kris Geeraert, General Manager at Danone Netherlands:

Annemieke is a very exprienced Market research professional, who goes beyond the standard ad hoc research approach.

She's focused on delivering value for the business, based on genuine consumer and shopper insights, and invests in understanding the true underlying elements. A true professional and great person to work with.

Lot Hawkins (Spaan), Heinz:

Annemieke Onderdelinden is one of the few truly all-round (quantitative and qualitative, agency and client side), extremely experienced, passionate researchers I know.

Her deep interest and enthousiasm in understanding the how and why of the consumer is translated in the methodologies used and analysis results. Her all-round experience gives research more depth and angles different views. I have worked with Annemieke on strategic projects for Heinz, Sara Lee and Tivall. I highly rate her for her contagious enthousiasm, energy, honesty and eagerness to learn with a no-nonsense attitude. She has a profound understanding not only of research but also how to translate findings more strategically into the company.

Auping Coca-Cola Coroos Danone Friesland Campina Heinz Maxeda DIY Group (Praxis, Brico) Nestlé (Garden Gourmet / Tivall) Peijnenburg

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