Tracking research, particularly brand health tracking, provides key metrics executives rely on to measure the success of brands. However, there hasn’t been much innovation in the field of brand health tracking since concepts like brand awareness were developed in the 1950s. Fast forward to 2023 and new principles around category entry points and mental availability shed new and exciting light on the metrics that brands should really be measuring to track their success.
In this session, Dr. Beatrice Capestany, Ph.D. Psychology & Neuroscience will discuss how brands can grow by increasing the number of buying situations they come to mind for and the metrics that you should be tracking over time to stay competitive. Dr. Capestany will also showcase how to implement these metrics through an automated approach, presented through a study tracking brand health within the soda category.
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Choice-Based Conjoint Analysis Guide [Example Questions and Case Study]