Brand Health Tracking

Brand health tracking is the ongoing measurement of how consumers perceive, choose and stay loyal to your brand compared to competitors. Instead of a one-time study, it runs in waves monthly, quarterly or bi-annually so you can see trends rather than a single snapshot.

It answers questions a single survey can't: Is awareness actually converting to consideration? Is a recent campaign moving preference, or just visibility? Are you gaining or losing ground against competitors over the last two quarters? Tracking turns brand perception from a feeling into a number you can act on.

Marketing and brand-building budgets are easy to spend and hard to justify without proof. Brand health tracking gives you that proof a consistent benchmark to show whether your investment is actually shifting how consumers see and choose your brand.

Use it to:

• Catch early warning signs of declining preference or loyalty before they hit revenue
• Prove (or disprove) the impact of a campaign, rebrand or pricing change on brand perception
• Benchmark your brand against named competitors on the same metrics, in the same markets
• Identify exactly where you're losing consumers in the funnel awareness, consideration or final preference
• Give leadership a defensible number to report internally, instead of an opinion

We build every tracker around a core brand funnel, then customise metrics to your category and competitive set.

• Awareness — spontaneous and prompted recall of your brand
• Familiarity — how well consumers feel they actually know your brand
• Consideration — whether your brand makes the shortlist when a purchase decision comes up
• Preference — whether it's the first choice over named competitors
• Loyalty and Advocacy — repeat purchase intent and Net Promoter Score (NPS)
• Brand Image and Associations — the attributes and emotions consumers connect with your brand
• Competitive Benchmarking — the same metrics tracked for your key competitors, wave over wave

A tracker is only as good as its consistency. We lock the questionnaire structure, sample design and definitions at the start, so every wave is genuinely comparable to the last.

• Wave-based quantitative surveys CATI, mobile and online, run at a fixed cadence you choose
• Consistent sample design across waves same target audience, same quotas, same geographic spread
• Statistical significance testing between waves, so movement in the data is real, not noise
• Funnel and driver analysis to show which metric is actually holding back conversion to preference
• Competitive benchmarking built into the same survey instrument, not a separate study
• Executive-ready reporting trend charts, wave-over-wave comparisons and a clear summary of what changed and why

Every wave goes through the same quality control process vetted recruitment, real-time field monitoring and independent back-checks so leadership can trust the trend line, not just the latest number.

Brand funnels behave differently across categories a daily-use FMCG brand and a considered financial services brand don't move the same way. Our tracking frameworks are built around that difference.

• FMCG and Consumer Durables
• BFSI (Banking, Financial Services and Insurance)
• Healthcare and Pharmaceuticals
• Retail and E-commerce
• Technology and D2C Brands
• Paints, Building Materials and Home Improvement

Step 1 — Define the Funnel and Competitive SetWe agree on which metrics matter most for your category, and which competitors to benchmark against.

Step 2 — Design the TrackerSample design, questionnaire and wave frequency are locked to ensure every future wave is directly comparable.

Step 3 — Run the Baseline WaveThe first wave sets your starting benchmark across all metrics and competitors.

Step 4 — Track Wave Over WaveSubsequent waves run on schedule, with statistical testing to confirm real movement versus noise.

Step 5 — Report and AdviseEach wave is delivered with a clear summary of what moved, why it likely moved, and what to do about it, not just a dashboard.

• Established in 2004, with leadership experience from AC Nielsen, IMRB and Ipsos
• ISO-certified research and quality control process, ensuring wave-over-wave data integrity
• Field and panel access across 50+ countries, with strong depth across India and Asia-Pacific
• Multilingual capability across major Indian and Asian languages
• We report on the "why" behind every metric movement, not just the number itself