Join quantilope's Global Director of Solutions Consulting, Dr. Bea Capestany as she takes us through how brand health tracking has evolved and the modernized brand tracking metrics you need to incorporate to stay competitive.
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 tracking since concepts like brand awareness were developed in the 1950s. Traditional brand tracking surveys often focus heavily on funnel metrics, brand equity, and brand value, which don't always leave brands with actionable steps for growth. Fast forward to today, where Category Entry Points and Mental Availability (new new market research trends from Professor Jenni Romaniuk and the Ehrenberg Bass Institute) provide a refreshing look into category and brand insights.
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. Bea will also showcase how to implement these metrics through automated brand tracking software, using quantilope's soda category study as an example.
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