Brand Advertising
It generally makes good sense to track data on key areas pertaining to your business. These could include data on brand awareness, the level of engagement consumers have towards your brand and competitors, certain imagery components, as well as campaign initiatives, all of which will allow you to quickly monitor your relative position within your industry.
Business Needs
Need to monitor how your business is doing on specific data points (pre-established as key drivers). This will allow for quicker reaction to new opportunities or red flags within the industry.
or
Need to monitor the impact of your marketing communications in terms of expectations. Is it achieving breakthrough? What lift, if any, is it providing to your business?
Example Questions
- What brands are you aware of?
- How familiar are you with each of the following brands?
- Which of the following brands have you seen advertised recently?
- How likely are you to consider the brand in future?
- How likely to are you to purchase the brand on next purchase occasion?
- How does the brand rate on key attributes?
- How do you feel towards the brand (Extremely negative to extremely positive rating)?
- How does the image you associate with the brand fit with your own self-image?
