Brand and Communication Research

Our Brand and Communication Research solution helps you track brand performance, test creative concepts, and access flexible research panels to make confident marketing decisions faster. Get real-time insights into brand health, validate campaigns in days instead of weeks, and choose between synthetic and human panels based on your timeline and budget needs.

Qualtrics Brand and Communication Research gives you continuous brand health tracking with automated sentiment analysis, creative concept testing in days through synthetic and human panels, access to 30+ global panel partners, and centralized analysis that turns brand perception data into decisions, not just decks. Everything runs on one platform, so you stop managing vendors and start managing strategy.

Monitor competitor brand performance and market positioning to identify opportunities and threats in real time. Track competitive campaigns, messaging strategy, and customer perception shifts across the customer journey. Benchmark your brand equity against key competitors across awareness, preference, and brand loyalty metrics to understand which aspects of brands drive customer satisfaction in your market.

Validate creative concepts with your actual target market before investing in production and media spend. Test multiple ad variations, messaging approaches, and campaign elements in days to identify which aspects of brand communication resonate most. Get feedback on emotional impact, brand fit, and purchase intent that reveals how different executions strengthen or dilute brand identity—without the delays or costs of traditional research.

Choose from 30+ global panel partners covering 200+ markets for human insights or AI-powered synthetic responses for instant feedback. Blend multiple sources for consistency, maintain quality through automated review, and select synthetic for speed and lower costs or human panels for deeper insights into brand experiences—all within predictable budgets that scale with your research needs.

Brand research doesn't have to live in a silo. If your organization also uses Qualtrics for customer or employee experience, brand health data connects directly to those programs, so you can see how brand perception influences satisfaction across the customer journey, not just in brand studies. For teams using B&C Research as a standalone capability, brand tracking still integrates with your existing BI tools through Qualtrics' standard data export and integration options.

Brand equity represents the long-term value your brand holds in customer minds—the premium customers pay and the preference they show. Brand health tracking measures real-time indicators that build or erode that equity: sentiment shifts, awareness changes, competitive positioning movements, and perception of key brand attributes. Together they provide both strategic direction and tactical warning signals for your communications strategy.

AI-powered synthetic panels deliver validated responses in hours instead of days or weeks, trained on millions of real responses for accuracy. Use synthetic for rapid iteration on messaging and creative concepts, then validate final decisions with human panels when deeper insight is critical. Automated analysis surfaces trends and generates stakeholder-ready reports faster than manual methods, helping you prove marketing impact while reducing overall research costs.