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Benchmark/Tracking Studies
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| RESEARCH NEED: |
Pinpoint awareness, attitudes and present image of your brand / company, along with that of selected key competitors, in order to establish baseline data, set communications goals and become capable of tracking campaign performance.
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| RECOMMENDATION: |
Complete a benchmark study (Wave 1 of a series of tracking studies) among well-defined buying / specifying influences in your market segments.
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| RESULTS GAINED: |
Measure “top-of-mind” awareness of brands / companies which come to mind (unaided) as well as the impact of theme lines/slogans.
Document familiarity with and opinions of key brands/companies.
Isolate the image of key brands / companies.
Determine association of claims / benefits / features with each key brand/company.
Measure buying / specifying preferences.
Document the memorability of advertising, direct mail, point-of-purchase and other marketing communications efforts.
Gain insight into the media preferences of various market segments.
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| ACTION STEPS: |
Plan or revise marketing communications programs in order to achieve specific, measurable objectives, sometimes differing by segment. |
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| METHOD: |
In-depth telephone surveys, combining quantitative measures with qualitative probing. |
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 Easy ways to get the answers you need. |
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