Our client, a large consumer packaged goods firm, undertook an initiative to measure brand performance over time to assess trends in brand equity and inform strategic marketing and product development initiatives. Our teams were commissioned to conduct ongoing brand tracking research within six food product categories.
We conducted 20-minute online surveys among a nationally balanced sample of primary grocery shoppers, 18 to 64 years of age. A screener was used to recruit and randomly assign each respondent to one of the six product categories. Several analytic techniques were applied to the research findings:
• Brand Conversion Analysis: to understand the gaps at each of the stages of the brand funnel compared to competition.
• Correspondence Analysis: to map brands with product attributes together to understand strong and weak associations.
• Importance versus Performance (Opportunity Map): to understand brand strengths/weaknesses and leverage points within the category.
We uncovered that although the brand was leading the competition on key metrics such as brand and advertising awareness, key quality perceptions were lacking, and recent brand usage was trending down. These results helped our client develop a communication strategy to inform consumers on its use of fresh ingredients. Over time, quality perceptions increased as well as frequency of brand purchase. By measuring the brand health on an ongoing and consistent basis, we helped the client effectively acquire strategic and tactical information for timely brand management decisions.