Awareness and Brand Tracking Research

“What is our biggest opportunity? Building awareness, getting into the consideration set, or converting consumers at our doorstep? Or is there something fundamentally off with our brand?”

Brand perception will ebb and flow. With concerted effort, it is possible to rejuvenate tired brands. And even strong brands can find that their brand health is not as strong as predicted.

Awareness and brand tracking research can identify obstacles to strong brand health and measure progress against your goals.

Brand perception will ebb and flow. With concerted effort, it is possible to rejuvenate tired brands. And even strong brands can find that their brand health is not as strong as predicted.

Awareness and brand tracking research can identify obstacles to strong brand health and measure progress against your goals.

Health Care Brand Tracking – Case Study

A recent tracking study executed by Integrated Insight for an Orlando-based health care system showed the challenges of rapid mergers and acquisitions within the industry. The company had acquired regional hospitals and physician groups, but research showed that without a common naming convention, association with the mothership brand lagged competitors. This phenomenon is seen across the healthcare industry as growth companies take the opportunity to rename their facilities to reflect their broader presence: North Shore-Long Island Jewish health system became Northwell Health as it expanded beyond the narrower geographic region; Florida Hospital became Adventist Health System and more recently, Advent Health to appeal to a broader audience and as it expands geographically. Northern Light Health was previously Eastern Maine Healthcare System, a name it eventually outgrew.

Cedar Fair Brand and Ad Tracking – Case Study

Integrated Insight supports Cedar Fair with seasonal brand and advertising tracking studies to assess a number of strategic initiatives including brand perceptions, advertising awareness, how well the creative content and messaging resonates and ultimately, if they effectively improve intent to visit. These studies allow Cedar Fair to be fluid in the executions and spending, and to target the right consumers with the right messages.

When to Conduct Awareness and Brand Tracking Research

Awareness and Brand Tracking Studies are critical when:

– You need to understand the return on investment for marketing and advertising expenditures.

– Understanding the funnel of awareness, consideration, frequency of purchase and ultimately customer loyalty are critical in determining marketing strategy.

– Keeping an eye on brand health will provide an early indicator of problems or challenges.

– A set-back has occurred and measuring recovery is paramount.

The Integrated Insight Difference

– All of our tracking studies are completely customized to your business. We are more interested in building the most effective tool for you than building our own database of similar questions across clients. Some brands are so strong that an unbalanced scale to decipher nuances of how much consumers love their brand will serve them well.

– We track you and your competitive set, which is defined by you. Knowing the direction of your brand health is even more insightful when measured against others.

– Our liberal use of open-end questions allows us to dive deep into the analysis to uncover the “why” behind measured change.

– We develop easy-to-use dashboards to track change over time with demographic, behavioral and psychographic cuts.

– Our story-driven reporting in PowerPoint quickly conveys key insights and recommendations.

– While we believe steady tracking sets you up for success when unforeseen external factors impact the business, we are fluid when it comes to execution and adapt to meet your needs.

Need to conduct an awareness and brand tracking study?

Who We Serve