3 stage approach to successful brand tracking

By Nicola Warrington

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Last week, The British Research Barometer was released by MrWeb looking at the current state of the insight industry. Despite there being a lot of chatter about social media tracking and big data, it came as no surprise to us that the type of study most commonly conducted in the last year, and indeed planned for 2019, is brand positioning and tracking. Just under 70% of market research professionals interviewed said they had conducted a brand study in the last year, with around 80% planning to do so in the next 12 months.

With this in mind, we have put together our thoughts on building the foundations for a strong brand tracking programme and how to ensure its continued success.

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Improving the customer journey experience to drive loyalty

Business Issue

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With millions of customers per year and an ethos of delivering excellence our client needed to understand the key drivers of customer experience.

Performance thresholds exist – built into individual targets – meaning satisfaction needs to be tracked.

Customer numbers show high levels of seasonality and any experience measurement is needed on a continual basis.

Insitas Delivered

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A large scale tracker involving around 10,000 face to face interviews per annum.

The sample is designed to provide a robust measure for each of the different customer journeys – surveying taking place 7 days a week, 52 weeks per year.

Analysis provides performance scores for all key customer groups throughout the year.

Actions Taken

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Insitas identified the key experience drivers, enabling insight-driven actions to be developed for each customer journey strand.

Targets per customer type are developed jointly with the client to reach the overall business target within a five year plan.

Setting targets to drive performance​

Business Issue

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As a premium provider within their sector, our client had challenging corporate growth objectives. ​

With very different levels of market performance and diverse competitive sets across their channels, the marketing team were tasked with building both brand awareness and consideration to drive acquisition.​

Insitas Delivered

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Having identified the key drivers of brand use Insitas was able to recommend which needed to be the focus of the marketing activity.  ​

We used our brand tracker to assess current performance levels. ​

We modelled a number of different scenarios, reflecting different spend and activation plans to find an optimal strategy. ​

Actions Taken

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We agreed a number of key metric targets across both key channels for a two year period. ​

The marketing team had these set as part of their internal performance management process. ​

We continue to monitor the performance – updating the targets on an annual basis as part of our partnership working. ​