XM Knowledge Base
Brand Experience ebook
Designing a World-Class Brand Tracking Study
Too many organisations make important decisions without brand tracking. Many think they can’t afford it. Others believe a combination of derived metrics is good enough. But brand tracking studies remain the best way to understand your brand’s appeal. They predict behaviour shifts well before the impact touches financial numbers like revenue and market share.
Rather than trying to re-invent tracking, you should focus attention on creating a robust, simple tracking architecture. This is the central idea behind this eBook. Whatever your situation or needs, we want to help you design a useful brand tracker.
In this ebook, you’ll learn:
- HOW DO PEOPLE THINK ABOUT BRANDS?
World-class brand trackers must reflect real-world realities. Markets evolve rapidly, and if the tracking is to anticipate shifts in behaviours, the program must reflect how real people think, feel, and behave in relation to brands. - WHAT IS THE PURPOSE OF BRAND TRACKING?
When looking at organisations that consistently and successfully use tracking to manage their brands, we see that most value emerges when efforts are supported by strong internal structures to capitalise on the tracker insights. - WHICH METRICS ARE RIGHT FOR YOUR TRACKING SURVEY?
Review KPIs that are traditionally used in tracking, and learn their strengths and weaknesses. You’ll find actual survey questions and simple approaches to give you a great start.