Advertising & Brand Tracking
All the up-front investments in product development, product or brand positioning, and advertising development may be wasted if a company doesn't understand the impact these efforts will ultimately have in the marketplace. Advertising tracking allows clients to assess the in-market impact of their advertising and associated media spending on such measures as brand awareness, perceptions and usage. Brand tracking also encompasses advertising's in-market impact, but it has the broader goal of monitoring the health of a brand with respect to competitors in the marketplace and identifying opportunities for refining a brand's business or marketing strategy.
Working with numerous advertising agencies and Fortune 500 companies, ConStat has used a variety of approaches to assess the effect of marketing communications on brand awareness, perceptions and usage, as well as to monitor the ongoing health of our clients' brands. Our research designs—whether they involve traditional pre-post, multiwave or continuous tracking studies—have been driven by our clients' specific advertising or brand-related goals and their need to obtain measurable and actionable results. Our data collection techniques have included both telephone and Internet research methods, among others, and we have found the Internet to provide the unique opportunity to expose customers to advertising and gain additional insight into the impact of a brand's creative efforts.