… to keep track on your brand performance and health
Why? Continously monitor your brand development and achievments in order to: 1. keep track on competitors’ approaches; 2. get the chance for timely reaction – adjust to potenital changes in consumers perception and behavior; 3. facilitate marketers day-to-day decision making.
When? Period of tracking depends on the category product pulse (fast changing environment or rather slow/moderate, highly competitive environment or still not so developed and „populated“ category universe). Still, „constantly“ is the best advice.
How? online, CATI or F2F – depends of your target audience…but choosing the method is not the only task. Using the right models is what creates knowledge and understanding.