brand tracker

How Pollfish Clients Use Our Brand Tracker and Polling Trackers to Meet Business Goals

How Pollfish Clients Use Our Brand Tracker and Polling Trackers to Meet Business Goals 

brand tracker

Running a brand tracker and other polling trackers is essential to keeping a constant oversight of the perceptions of your company. Understanding the views of your target market will help you both conceive and execute a variety of business campaigns. 

Pollfish clients run trackers throughout the year to track everything from their brand awareness to consumer loyalty and a variety of other matters. 

That’s because when it comes conducting market research, understanding your customers is one of the most important benefits, as it helps drive the success of a variety of business goals. Aside from understanding their needs and habits, it is just as crucial to understand how your customers view your brand in particular.

That’s where brand and other polling trackers are especially useful, as they allow you to discover how your target market views various aspects and news of your brand, along with unearthing whether they know about its existence in the first place.

This article provides firsthand information on how clients of the online market research platform Pollfish use brand trackers and other polling trackers to meet their business goals. 

Brand Awareness and Usage of a Streaming Platform

One of Pollfish’s major clients is a global audio streaming and media services provider. This platform used Pollfish brand trackers to conduct global market research. The client's intent was to track brand awareness and usage of their platform in five countries.

Specifically, this client sought to uncover trends throughout different days, months and even years and then use those trends to compare with the ads that were being run in specific regions. 

The streaming platform used the Pollfish brand trackers on a daily basis, seeking to uncover how well residents of the five countries were aware of the streaming platform and how often they used it. 

The company has been running the tracker for half a year as the main instrument in assessing brand awareness and usage.

Brand Awareness and Physical Visitation of an Immersive Arts Production Company

An art production company that creates immersive, multimedia experiences for audiences of all ages, relied on the Pollfish brand tracker to trace both brand awareness and the visitation of its physical exhibitions in different states across the US.

The client has continuously used this tracker to see trends across months, using this information to compare to ad expenditure. As of today, they have run the tracker for one year. 

The outcome of using this tracker involved leveraging data on brand awareness to understand how ad expenditure is working in certain locations. 

Consumer Behavior and Purchasing Decisions of the Condiment Company Kalsec

Kalsec, a US-based food manufacturer that produces condiments, has been running global trackers on Pollfish since 2019. The company has used polling trackers to observe customer behavior, with a particular analysis on purchasing decisions, as they sought to understand their consumers’ decision-making on the purchase of spices and other flavorings.  

Kalsec used our trackers to review year-over-year trends to understand their consumers and aid in their own decision-making processes. 

brand tracking

Running the trackers in 14 countries, Kalsec investigated the awareness of its brand, along with consumer preferences of their products through a global lens. In doing so, the condiment company was able to compare how awareness and preferences panned out across various countries. 

The insights that Kalsec derived allowed the business to make key decisions, specifically those that solidify its stance in the industry as experts and leaders on the topic of hot and spicy flavors. 

In addition, the company chose to leverage the insights for content creation and lead generation. Furthermore, the brand tracker aided Kalsec in internal business decisions on product ideation and development.

Brand Loyalty of an E-commerce Marketing Brand

An ecommerce marketing platform sought to examine the brand loyalty of various brands using the platform. As such, it utilized the Pollfish brand tracker to do just that. Specifically, the platform conducted a consumer behavior study to unlock market trends and steer content initiatives.

Beginning in 2020, the ecommerce company has been analyzing trends relating to consumer spending, along with brand loyalty to specific brands that use the platform year-over-year. 

Running trackers on a yearly basis, the company sought different opportunities to reach its consumers, while it simultaneously measured their loyalty to the platform. 

The tracker also provided the ecommerce platform with insights on consumer behavior, in addition to measuring key metrics to align with internal efforts. 

The Quorum Leverages The Pollfish Platform To Surface Key Audience Insights Into The Film Business

In late 2020, The Quorum, a film industry research firm, turned to Pollfish to create a survey tracker for the purpose of measuring awareness and interest in upcoming film releases. Key to this research has been measuring changes over time through longitudinal surveys. 

The Quorum has been fielding these studies three times a week for the past 18 months. Results of the surveys are available for all to see on The Quorum's website.

brand tracker

Primarily created as a resource for movie fans, the resulting data has become a valuable resources for the studios and streamers as a way of measuring the health of a film's marketing campaign. 

"We are in the field five days a week. In deciding on a data partner, we were looking for a platform that would allow us to maintain complete control over the writing, programming, and fielding of our studies in a frictionless environment. We were immediatley sold once we saw the robust and intuitive Pollfish interface. Eighteen months and hundreds of surveys later, we have no regrets about the decision to work with Pollfish.” 

- David Herrin, Founder, The Quorum

This research has resulted in numerous insights into consumer behavior and attitudes about individual films and the theatrical business as a whole. This has proven to be especially valuable in understanding an industry that has seen immense disruption from the pandemic.  

The Quorum’s specific objectives with their tracker usage centered on assessing movie awareness over time and determining how the industry has been changing. In addition, the company has been striving to eventually monetize its website by selling its data to studios.

This data is available to the general public, though a market has emerged in licensing the data to studios and streamers. This has become one unexpected monetization model for the tracker.

Brand Awareness and Health of a Condiment Company

Another condiment company has been using the Pollfish brand tracker to keep track of brand health and awareness. Starting in early 2020, the consumer packaged goods company has run a quarterly tracker to track condiment awareness and usage of the products in different cities.

This company has continued relying on the Pollfish tracker, as it allows them to track brand usage and awareness over time in specific, local markets.

Running quarterly, the goals of this tracker include being able to:

  • Understand how the company’s brand image stacks up against its competition in its key markets
  • Decipher whether its awareness and usage is increasing or decreasing

The tracker has allowed the condiment company to understand the trajectory of its brand perception within its target market and determine how it aligns with other marketing efforts.

Keeping Constant Track of Your Brand

Brand perception shifts with the seasons and the times. What remains constant is the need to satisfy your customers, maintain a healthy brand reputation and grow your brand equity. 

As such, you need to keep track of your brand, whether it's for gauging your awareness, reputation, demand or other concerns. 

To do so, you’ll need to opt for an online research platform that makes it easy to run polling trackers. This way, you will be able to collect all your necessary data from the right respondents in a short window of time. 

As such, choose a survey platform that features artificial intelligence and machine learning to remove low-quality data and offer a broad range of survey and question types.

It should include advanced skip logic to route respondents to relevant follow-up questions based on their previous answers. 

Most importantly, it should allow you to survey anyone.  As such, you’ll need a platform with a reach to millions of individuals, along with one that offers the Distribution Link feature. 

This feature will allow you to send your survey to specific respondents, rather than simply deploying surveys across a network. 

With a market research platform that offers all of these capabilities, you’ll be able to survey your audience and run quality trackers whenever you wish.

by lorraine

Diving into the Brand Tracking Survey to Revamp Marketing Efforts

Diving into the Brand Tracking Survey to Revamp Marketing Efforts

The brand tracking survey is a critical tool to use in brand-building campaigns. In the ever-competitive landscape of business, in which new businesses are cropping up at staggering rates, it is vital to keep track of your brand’s health.

Your brand’s reputation is constantly at stake, given that in today’s round-the-clock online culture, the perception of your business can change at the click of a bad review. 

Branding is therefore a top priority in the current digital culture and upsurge in the ecommerce sector — which has experienced the highest annual growth in two decades. 

This article explains the brand tracking survey, along with its eponymous practice and how it can help your brand meet its branding, advertising and general marketing goals.

Understanding Brand Tracking 

Also called brand equity, brand tracking refers to the marketing efforts that are used to track the effects of brand building in a quantifiable way, thus placing attention on the outcomes of sales and conversions along with changes in brand perception before launching a fully new campaign. 

On a larger scale, brand tracking also refers to the encompassing process of measuring your brand’s health regularly. It grants you a contextual approach to continuously tweak and innovate your brand strategy. 

This is largely due to the fact that brand tracking involves checking your brand’s health in terms of strengths, weaknesses and general pulse. Brand tracking is especially important in maintaining a positive image of your brand and avoiding crises. 

In short, brand tracking allows business owners and marketers to maintain a healthy brand reputation, while keeping track of brand-building campaigns.  

Defining the Brand Tracking Survey

The brand tracking survey is a kind of branding market research tool specifically used for brand tracking, as its name specifies. 

This survey covers several concepts critical to brand tracking, such as your target market’s awareness of your brand, how they feel about it, what they expect from you versus your competitors and whether they see themselves purchasing from your brand again. 

A brand tracking survey can be used with other consumer surveys, such as advertising or launching a new product. When you run a brand tracking survey alongside these macro-applications, you’ll be able to understand before you launch your ads, product(s) or complete other broad campaigns.

This kind of survey is also critical to use during the launch of key actions in your campaigns along with their post-launch. In this way, you’ll be brand tracking your campaigns in their entirety, understanding their overall impact to your brand’s health. 

The brand tracking survey is useful in that it can help you stay abreast of all brand tracking campaigns.

The Importance of Brand Tracking for Marketing Efforts & More

Brand tracking allows market researchers and marketers to continuously keep tabs on the health of their brand. If this wasn’t reason enough to administer brand tracking, there are several more.

Brand tracking reveals your target market’s opinions of your brand. Opinions are divided into 3 chambers: overall brand warmth, brand momentum and the attributes your target market associates with your brand. 

  1. Brand warmth refers to the emotional associations that customers form around a brand. As such, it does not involve using traditional customer satisfaction means and metrics, such as the Net Promoter Score (NPS).
    1. Rather, it deals with the overall sentiment.
    2. Emotional attachment is not bent on change.
  2. Brand Momentum measures if costumes see a brand as “way up” or “way down” at a particular moment in time. It is not, however, the change in scores between 2 points in time. 
    1. A momentum is an assessment of a consumer's forecast. It may include critical insights about incoming marketplace changes before they occur. 
    2. This is used as a predictor of future brand performance.
  3. Brand Attributes include any characteristic associated with a brand, be they negative or positive. As such, brands need to maintain a healthy image/reputation within their spheres.
    1. To do so, it’s important to choose the correct one and track your performance of it via various marketing campaigns.  
    2. To uphold positive traits, find the ones that most closely define your brand. 

Brand warmth and brand and brand attributes can both be measured through implicit methods such as performing strength of association tests via time pressures in a survey. 

Understanding your target market’s standing within all three chambers will give you an exhaustive overview on your brand’s standing for various marketing efforts.

There are also various other macro-applications with which you can run parallel brand tracking campaigns. The objective of brand tracking when used alongside these larger applications is to form a solid relationship with a brand’s target market by creating associations between the brand and the ideals you aspire to achieve and be remembered for.

The goal of these campaigns is to establish a relationship with the brand’s core audience and build associations between the brand and certain ideals.

The Concepts and Macro-Applications in a Brand Tracking Survey

Although the objective of brand tracking is universal: tracking the progress of brand-building campaigns and maintaining a healthy brand reputation, while keeping track of brand-building campaigns, it is not applied to merely brand opinions, as laid out in the above section. 

A strong brand tracking survey will provide a thorough read of a brand’s progress during various macro-applications and their campaigns. This will detect the changes that will create improvement for brands, along with those that are not conducive to brand-building. 

The following explains the macro-applications and other key concepts that a brand tracking survey can help carry through. 

The Macro-Applications & Broader Campaigns

  1. Product launches: This encompasses all the various developments of a new product launch, a new product feature or an upgrade of a product. You can measure how you stack up against competitors in terms of their perceptions of your products versus theirs. It includes:
    1. gauging product content with the product satisfaction survey
    2. Improving customer development
  2. Advertising campaigns: Ad campaigns include different ad groups, themes and the ads themselves. 
    1. Whether your ads are digital or physical (think billboard ads, subway ads, etc.) you can track your brand before launching them or during their stint.
    2. You can also test concepts before deciding if they build up your reputation, make no difference or cause harm.
  3. Competitive Research: Commonly used for comparative reasons, it is the ideal method for discovering how you measure up against competitors, whether they are direct or not. 
    1. Your surveys can include imagery from competitors if it is made public.
    2. You can also ask your respondents directly to rate your competitors against each other and in relation to your business.
  4. Customer loyalty: It is key to measure customer loyalty in relation to your brand. There may be thousands or millions in your target market who are not aware of your brand, thus it is impossible to measure their loyalty.
    1. Instead, you can build customer loyalty via brand tracking campaigns to build a synergy between your brand and the number of its loyal customers.
    2. Use a specialized customer loyalty survey to stay in the know of your loyalty. This helps build retention.
  5. Longitudinal Studies: While longitudinal studies are ambitious affairs, they can help you comprehend exactly how customer perceptions shift about your brand as time progresses.
    1. Longitudinal surveys assess the same population of people over a period of time, which can be anywhere between weeks and months.
    2. This kind of study grants insights on how consumer attitudes on a brand change over time, as the brand itself undergoes changes. 

The Concepts in Brand tracking

There are several key concepts involved in brand tracking. You ought to include all of them in your brand tracking campaigns. There are various ways to track these concepts in a brand tracking survey.

These concepts act as metrics in the practice of tracking your brand.

  1. Awareness: Understanding the segments of your target market who have heard of your brand, including specific people. 
  2. Perception: How your target market and specific buyers view your brand and their specific opinions of it. 
  3. Prior Usage: This involves studying who has brought from your brand in the past, who has continued being a customer and who has stopped altogether.
  4. Preference: Are you the preferred brand in your niche? Positioning your brand among others from a preference standpoint.
  5. Consideration: Understanding whether those who engage with your brand tend to purchase from it. 
  6. Net Promoter Score: Involves discovering brand advocates and deterrents. 

Brand Tracking Survey Questions

The following includes key questions to use in a brand tracking survey. These questions fit within the major concepts expounded upon above.

    1. Awareness Questions: 
      1. Have you heard of [brand name]? 
        1. Yes, No, other
      2. Which of the following brands do you know about?
        1. Multiple-selection question
      3. How did you discover [brand name]?
        1. Use after respondents selected a particular brand. (Use skip logic after a respondent chose a particular answer in the previous question)
    2. Perception Questions: 
      1. What comes to mind when you hear of ç
        1. Multiple selection and open-ended questions
      2. Which of the following do you associate with [brand name]?
        1. Multiple selection and open-ended questions
      3.  Why do you associate [brand name] with this?
        1. Open-ended question (Use skip logic)
    3. Prior Usage Questions: 
      1. Have you bought from [brand name]?
        1. Yes or no
      2. How often have you bought from [brand name]?
        1. Multiple choice questions with a range
      3. Have you stopped buying from us or continue to buy from time to time?
        1. Multiple choice ranking question
      4. Why have you stopped buying from us/ why do you continue to buy from us?
        1. Multiple choice ranking question
        2. Open-ended question
    4. Preference Questions: 
      1. Which brand do you prefer to buy from for your [niche] needs? 
        1. Multiple selection questions with the “other” option
      2. Which brand is better for [so and so] needs?
        1. Multiple choice questions and open-ended questions
      3. How would you prefer to complete your [so and so needs] with our brand?
        1. Multiple selection questions with open-ended questions
    5. Consideration Questions: 
      1. How often do you visit our [social media, website, other digital properties?]
        1. Multiple choice ranking questions
      2. Do you intend to buy from us after browsing?
        1. Yes, no, other
        2. Ranking questions
      3. Why don’t you buy after a browsing session?
        1. Multiple selection questions with the “other” option
    6. Net Promoter Score:
      1. On a scale of 1-10, how would you rate our company?
        1. Scaled answer (1-10)
      2. On a scale of 1-10, how likely are you to recommend our company to a friend or colleague? 
        1. Scaled answer (1-10)

Creating Success from Branding Campaigns

The success of your brand campaign lies firmly in how your customers perceive your brand. Therefore, you should constantly keep track of them in relation to your brand-building efforts with brand tracking.

Brand tracking is not a lone affair, as it ought to be conducted alongside and prior to various marketing campaigns and macro-applications. Doing so will give you an accurate assessment of how your target market perceives your brand and its various campaigns — from advertising, to product launches and beyond.

A successful brand tracking campaign is dependent on a strong online survey tool that will equip you with the proper brand tracking survey. Such a survey should be versatile enough to be used in conjunction with other marketing and business needs, as you need to track your reputation in regards to various campaigns. 

by lorraine