Research Services
Market Surveillance and Tracking
A robust brand tracking program is a critical resource for helping managers:
- Monitor brand health and measure impact of marketing activities and brand-building initiatives
- Identify emerging issues and trends
- Gauge competitive threats
When integrated with Customer Satisfaction monitoring techniques, our Brand Performance Tracking system provides a comprehensive business management tool for directing resource allocation and prioritizing marketing actions.
The approach taken by National Analysts Worldwide incorporates the traditional elements of attitude, awareness, and usage (AAU) tracking, and borrows elements of customer satisfaction measurement to provide a holistic understanding of brand health, customer experience, and corresponding business implications. We analyze tracking results in combination with relevant internal and external data sources to establish the relationship between these brand health measures and market performance. Tracking is performed on a continuous or periodic basis, as dictated by category characteristics and business needs.
One especially useful aspect of our brand health monitoring service is our Brand Affinity Analysis, which maps the relationship between brand awareness, consideration, trial, and loyalty for a brand as well as its key competitors. This powerful tool helps marketers pinpoint issues that are curbing brand trial and attenuating loyalty, enabling them to address barriers more efficiently and effectively.
- Brand Strategy
- Demand Forecasting
- Market Surveillance
- Segmentation
- Product Development
- Pricing
- Positioning
- Customer Insight
For more information on National Analysts Worldwide, please e-mail us or call (215) 496-6800.