The media agency reads the lagging segment
When consideration slips with under-thirties, the media agency can read those buyers' transcripts for where they now come across brands in the category, and adjust the plan from what they described.
Use caseTrack brand health
Brand tracking platform
Measure awareness, consideration and preference for your brand and each rival among category buyers every wave, and when one measure slips, hear from the segment where it slipped about why.
Funnel measures, wave after wave
Each wave compares the brand with its last reading, with each rival and across buyers who never chose it, and each comparison needs the questions held still.
Awareness to preference, for each brand in the set
Pulse surveys category buyers on awareness, consideration, preference and the image attributes they link to each brand, yours and each rival's, so the funnel reads as a competitive picture.
Wording and order held from wave to wave
The questions return each wave in the same wording and the same order, so a two-point drop in consideration can be put down to buyers, with a reworded questionnaire ruled out as the cause.
The whole category in the sample
Everyone who buys in the category is eligible, including loyal buyers of rivals and people who lapsed, so a rival's standing is read among its own buyers and yours among people who could still switch.
The world's most ambitious teams research with Pulse.
GrowwLagging measures, traced to buyers
A weak measure helps a marketer once it has a place in the market, a group of buyers behind it and a cause the next campaign can address.
Standing against each rival
Each measure is charted wave by wave for every brand in the set, so a slip in consideration can be read against a rival's launch or campaign over the same weeks, and a dip across the whole category is kept apart from a brand problem.
Talking to the segment that lags
When one group, such as younger buyers or one region, falls behind, interviews with buyers from that group ask what put the brand lower on their list and what they chose instead.
Weak spots named in buyers' terms
The interviews turn a low score into a cause a marketer can work on, such as a brand seen as dated, or trusted but dull, and point to the association the next campaign should build.
How Pulse does it
Fix the brand measures
Survey category buyers each wave
Set scores beside rivals'
Interview the lagging segment
A sample study: Brand health tracker
Track how awareness, consideration, perception and relationship with your brand change over time.
- When you think about [Category], which brands come to mind?
- Which of the following brands have you heard of?
- How familiar are you with each of these brands?
The brand health tracker template
Run this studyThe method behind it
Brand health tracking surveys category buyers at regular intervals with a fixed set of questions, so a brand's standing can be measured against its own baseline and against its rivals. Programs follow the brand funnel, from awareness through consideration to preference and usage, with a battery of image associations asked about every brand in the set. Question wording, order and sampling stay fixed between waves, so a change in the results can be attributed to the market. The sample is drawn from the whole category. Results are read against competitors over the same period, because a dip shared by every brand points to the market while a dip in one brand points to that brand. A tracker shows that a measure moved; qualitative work with the buyers behind the movement explains it, which is why programs pair a significant change with follow-up interviews in the segment where it happened.
Related
Wave reports that carry their evidence
The slip explained to the board
A wave report going to the board shows a two-point slip in preference. Each theme in it carries the quotes of buyers who explained the slip, so directors see the reason printed beside the number.
Diagnosis inside the tracking program
Diagnosing a slipping measure needs interviews with the lagging segment. Pulse runs survey waves and AI-moderated interviews in one program, so the follow-up interviews are briefed from the wave that raised the question, recruited to its lagging segment, and their themes sit beside that wave's numbers.