Everyone has an opinion
on how the brand is doing.
Brand tracking gives you the full picture of your brand and your category — measured against your competitors, and again every wave.
One wave, one market, ordered online. No commitment, and a complete study in its own right.
Usually ordered when: brand health gets reported upwards and currently rests on opinion, sales proxies, or a competitor's press release. Brand tracking replaces the opinion with a measurement.
Brand tracking: one wave, your whole category.
Every other study answers a question. Brand tracking holds the entire picture — and holds it against up to five competitors, measured on the same questions, in the same wave, from the same people.
Scroll through what a single wave gives you. Not a summary of it: the actual sections, as they arrive.
Get StartedFunnel & performance.
- Full brand funnel comparison
- Reach gap vs market leaders
- Overall category benchmarks
Perception & channels.
- Attribute mapping & positioning
- Ad recall by brand & touchpoint
- Unclaimed positioning territory
Buyer profile & habits.
- Demographics vs competitor buyers
- Shopping occasions & rotation
- Loyalty & word of mouth
01 - Overall performance
Your reach gap, stated.
Brand health across every funnel metric, satisfaction and share of voice, with your competitive set on the same chart. If you're losing on reach and winning on loyalty, that shows up in the first screen.
02 - Brand funnel
Where you leak, and whether they do too.
Awareness, ad recall, ever purchased, most purchased, consideration - plus advocacy, satisfaction and differentiation. The drop between two steps is the finding, not the top number.
03 - Brand attributes
What you're understood to be.
Which attributes attach to which brand, and positioning plotted on two axes you pick. Including the case where nobody owns the space yet, which is an opportunity rather than a result.
04 - Advertising and touchpoints
Which channels are actually working.
Ad recall by brand, and the channels people who recall you say they saw you on. Where your spend is landing, for which audience, and where the reach stops.
05 - Shopping and usage habits
The behaviour underneath the numbers.
When and where the category is bought, how many brands people rotate between, loyalty programmes and word of mouth. A loyal-looking share can sit on top of a completely promiscuous category.
06 - Brand profile
Who your buyers actually are.
Demographic and behavioural detail on the people choosing you, against the people choosing your competitors. Usually the section that most contradicts the target audience in the deck.
Plus analyst notes on every single section.
Not one summary at the end. Every section carries its own written read of what those numbers mean - where the pattern is, what it implies, and what it doesn't prove. Alongside market context, key takeaways, the full survey, and a demographic filter that re-runs any section for the segment you actually care about.
And the people who aren't in the category at all.
Your brand tracking wave measures category consumers. This add-on goes and asks the people who don't consume your category. Not your non-buyers - those are already in the sample - but the market that doesn't exist for you yet, with a set of questions written for them.
Why they're not in the category
What keeps them out, in their terms. Never appealed, tried it and stopped, a health or budget reason, or a substitute doing the job instead. Four different barriers, and only some of them are yours to solve.
What would bring them in
The conditions under which someone outside the category would enter it. Product, occasion, format, price — asked of people who have no reason to flatter you.
Whether it's worth trying
How big the addressable group actually is, and how far away. Category growth and share growth are different strategies with different budgets, and this is the section that tells you which one is available.
Everything else in the tracker measures the fight you're already in. This measures whether the pitch is bigger than it looks.
38% awareness. Is that good?
Nobody can answer that from one number, including us. It's good if it was 31% last quarter and bad if it was 45%. Every figure means something different the second time you see it — which is the entire reason brand tracking exists.
One wave
A position, and a comparison against your competitors in the same wave. You can see you're behind on reach and ahead on satisfaction. What you can't see is whether the gap is opening or closing. That's what brand tracking over time is for.
Every wave after
The same question, the same audience, the same wording - so a change in the number is a change in your brand, not a change in the method. That's when a figure stops being a fact and starts being a direction.
This is also why the questions are locked. Reword one between waves and you haven't improved the tracker, you've reset it.
Start with one.
Decide about the rest later.
Most accounts begin with a single brand tracking wave, because a snapshot is a complete study in its own right — not a trial version of a bigger one.
A snapshot.
$3,990 · order online- A complete read of where you stand, across every section above
- Up to five competitors measured alongside you, on the same questions
- 300 respondents, one market
- No commitment. Nothing to renew, nothing that expires
- Yours to keep whatever you decide to do next
A tracker.
Priced annually · by conversation- Twice-yearly, quarterly or monthly - whichever matches how fast your category actually moves
- Trend lines and wave-over-wave deltas from the second wave onwards
- The same questions, the same audience definition, every wave
- Two custom questions included per wave, on top of the core set
- Priced on frequency and how hard your audience is to reach
Add-ons available either way: unaided awareness, additional competitors, extra attitude statements, and prospective consumers — a dedicated read on non-users of your category, with their own question set.
Brand tracking in three steps.
The value of brand tracking is consistency — same questions, same audience definition, same method — so that the movement between waves means something.
A few minutes, once.
- Name your brand and up to five competitors. Add more if your category needs it
- Choose the attributes you want perception measured on, or leave them blank and we build them from your category
- Define your audience - nationally representative, or a custom profile you specify
- Pick your market and your cadence. One market per wave; run several in parallel if you need more
- You set it up yourself, in your own workspace - audience, criteria, add-ons - with the price updating as you go. No quote to wait for, no procurement step.
Why the numbers hold up.
Brand tracking is only as good as its consistency. Change the sample, the wording or the audience between waves and the movement you're reading is your own method, not your brand.
Who answers
- 170M+ verified consumers across 130+ markets, from Kantar Profiles, Cint and Dynata
- Never synthetic. Every response comes from a verified human, not a model
- 300 per wave, never fewer. Reducing the sample doesn't reduce the price, because it would ruin the comparison
- The same audience definition every wave, so you're tracking your brand rather than a moving target
How it stays comparable
- Question wording is fixed across waves. Nothing is quietly reworded between reads
- Competitors measured in the same wave as you, on the same questions - not your figures against someone else's published benchmark
- Geolocation, speed detection and consistency screening before anything reaches analysis
- You get the sample you ordered. Order 300, receive 300 clean responses - removals are on us
How it's read
- Analyst notes on every section, written by a person for that wave. Not a threshold, because brand health doesn't reduce to one
- Including what the data doesn't prove. Where a finding is directional, the notes say so
- Base sizes on every cut, so you can see what a segment reading rests on
- Each wave is presentable as it arrives, not a dataset your team has to build a deck from
You're a good fit if
You're not a good fit if
Brand tracking questions, answered.
What is brand tracking?
Brand tracking measures brand health at regular intervals using the same questions, the same audience definition and the same method every time, so a change in the number is a change in your brand rather than a change in the method. A wave covers the full funnel, perception attributes, advertising and touchpoints, shopping habits, buyer profile and up to five named competitors measured alongside you. 300 respondents per wave, 24 hours to 5 days, from $3,990.
How much does brand tracking cost?
A single wave is $3,990, ordered online, covering 300 respondents and up to five competitors in one market. A recurring cadence — twice-yearly, quarterly or monthly — is priced annually based on frequency and how hard your audience is to reach. Most accounts start with one wave and decide afterwards.
Do I have to commit to a year?
No. A brand tracking snapshot is a one-off wave from $3,990, ordered online — a full read of where you stand right now, with nothing to renew and nothing that expires. Cadences are priced annually and get you the trend lines. Most accounts start with a snapshot.
What does a cadence cost?
It depends on frequency and how hard your audience is to reach - monthly costs considerably more than twice-yearly, and a low-incidence audience more than a broad one. Tell us your category and cadence and we'll price it in the conversation. There's no configuration puzzle to solve first.
Is a single wave actually useful on its own?
Yes, and it's how most accounts start. One wave gives you the full picture - funnel, perception, advertising, habits, buyer profile, non-buyers, and your competitors on all of it. What it can't give you is direction, because direction needs two points. But the picture itself is complete.
How is this different from Understand Your Market?
Usage & Attitudes maps the category - how people buy, what drives loyalty, where the unmet needs are. This measures your brand inside it, against named competitors, in a form designed to be repeated. One is a landscape; this is a position with a scoreboard attached.
Why 300 respondents, and why can't I run fewer to save money?
Because brand tracking lives on comparison. Below 300 the segment cuts and the wave-over-wave differences stop being reliable. Reducing the sample doesn't reduce the price.
Can I change the questions between waves?
Not the core ones - that's the point of a tracker. You can add custom questions on top, and two are included per wave on a cadence. Anything that would break the trend line stays fixed.
How many competitors can I track?
Five as standard, which covers most categories, and every one of them is measured on the same questions in the same wave. More can be added if your set is wider.
What are prospective consumers, exactly?
People who don't use your category at all — not your non-buyers, who are already in the standard sample. If your tracker measures coffee drinkers, this measures non-coffee drinkers, with questions written specifically for them: why they're out, what would bring them in, and how large the group is. It's an add-on, and it answers a different question from the rest of the tracker — whether the category itself can grow, rather than whether your share can.
Is unaided awareness included?
It's an add-on rather than part of the standard set. Aided awareness is included and is what most funnel comparisons run on. If unaided recall matters to how you report brand health, add it at setup so it runs from the first wave - adding it later means the earlier waves won't have it.
When should I start?
Before the thing you want to measure. A tracker that starts after the campaign, the relaunch or the competitor's entry can only tell you where you ended up, not what moved you there.
Can I track more than one market?
One market per wave. Run them in parallel if you need several - they'll use the same questionnaire, so the reads stay comparable, and each is priced and sized for its own market.
How long does each wave take?
24 hours for a broad audience, up to 5 days for a harder one.
The others answer a question.
This one holds the picture.
If what you need is a decision rather than a position, one of these will get you there faster and cheaper.
Test concepts, messages, and creative before you commit budget.
See Concept Testing →Test the finished creative against a control group, before the media spend.
See Brand Lift →Measure what your campaign actually changed.
See Campaign Evaluation →Track awareness, perception, and share against competitors.
You're here - Brand TrackingBuild real audience segments from real consumer data.
See Audience Profiling →See the category landscape before you plan.
See Usage & Attitudes →Stop guessing where you stand.
Name your brand, your set and your audience. Brand tracking starts at $3,990, and the first wave is back in 24 hours to 5 days.