Tracker

Name: Tracker

Purpose: Tracker is a quantitative study designed to understand product usage and attitudes within a given category or peer group.

Intended Results: Quantitative and projectable learning that serves two purposes: 1) use in the formative stage of brand creation to understand brand awareness, imagery, selection criteria and performance relative to those criteria and/or 2) use as a tracking study to measure change (and progress) over time.

This study provides our primary understanding of market attitudes, brand imagery and opportunity in a competitive context.  It complements many of the other exercises by providing a market (as opposed to internal) point of view.

Structure: The survey instrument is designed in three sections.

• The first section includes the fundamental metrics of unaided brand awareness, aided brand awareness, associated awareness, brand preferences and net promotability. These are the basic metrics that define brand health.  Each is collected for the brand and a “frame-of-reference” brand or set of competitive brands.  This allows gap analysis and benchmarking.
• The second section is devoted to understanding category selection criteria and brand, and competitive, performance relative to these criteria.  We collect ratings for up to fifteen criteria and then collect performance ratings for the brand and a pre-determined competitive brand or a market-defined brand.
• The final section of the study is designed for proprietary issues under consideration by our client.  Is the decision making process changing, how are users participating through use of viral media, are there new forms of competition, etc.  We work with clients to identify strategic issues and incorporate them into the study.