Brand health tracking
This type of research helps identifying how well the customers know, use and are loyal to a certain brand. The level of spontaneous and assisted brand awareness is also identified as well as the intention of the use in the future, brand image, presence of alternative brands, the level of trust to the studied and competitors’ brands. The definition of “tracking” itself presumes a certain regularity of measuring those key performance indicators during a longer period of time. Such measurements permit to “keep abreast of” the market dynamics and intervene if some negative trends were observed.