This document discusses brand and advertising tracking. It provides an overview of typical tracking studies, including their purpose of measuring brand equity, awareness, and the impact of marketing activities. It notes the challenges with traditional survey-based tracking, such as being retrospective and relying on memory. Alternative approaches using passive data, social media, mobile data, and big data are presented as the future for more real-time and predictive tracking.
Brand equity and customer purchase decisionWhistling Crow
Acquiring, retaining and ensuring customer loyalty are business firm's focus. However, in the 21st century, brand equity has become a key asset to be developed by organization's towards their customers as a customer driven strategy.
How do you measure your company's Brand Equity?
Using popular marketing resarch methods is not effective enough any more.
I suggest combined research and analytics metology ,which allows you to get a more precise and holistic picture of the brand.
Brand Tracking Studies
What is brand tracking?
Why brand tracking?
Whom to track
When to track
What to track
Brand attributes
Case study iphone 5
Brand Matrices
Model for Brand Tracking
Why brand tracking studies fail
References
Brand equity and customer purchase decisionWhistling Crow
Acquiring, retaining and ensuring customer loyalty are business firm's focus. However, in the 21st century, brand equity has become a key asset to be developed by organization's towards their customers as a customer driven strategy.
How do you measure your company's Brand Equity?
Using popular marketing resarch methods is not effective enough any more.
I suggest combined research and analytics metology ,which allows you to get a more precise and holistic picture of the brand.
Brand Tracking Studies
What is brand tracking?
Why brand tracking?
Whom to track
When to track
What to track
Brand attributes
Case study iphone 5
Brand Matrices
Model for Brand Tracking
Why brand tracking studies fail
References
Presentation explaining Brand Loyalty and how to maintain it. Also explains the benefits of loyal customers to an organisation and the recent problems they have been facing.
Customer brand loyalty represent the greatest chances for acquiring revenue. This presentation by WAC Survey and Strategic Consulting provides an example of a company developing a program to sustain loyalty and promotes the features of the WEALR8VA algorithm, which measures customer loyalty.
The role of product category for brand relationships CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Marc Fetscherin, Rollins College, USA
Michele Boulanger, Rollins College, USA
Cid Goncalves Filho, Universidade Fumec, Brazil
Presentation explaining Brand Loyalty and how to maintain it. Also explains the benefits of loyal customers to an organisation and the recent problems they have been facing.
Customer brand loyalty represent the greatest chances for acquiring revenue. This presentation by WAC Survey and Strategic Consulting provides an example of a company developing a program to sustain loyalty and promotes the features of the WEALR8VA algorithm, which measures customer loyalty.
The role of product category for brand relationships CBR Conference
Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Marc Fetscherin, Rollins College, USA
Michele Boulanger, Rollins College, USA
Cid Goncalves Filho, Universidade Fumec, Brazil
Understanding market research - Moses GomesMoses Gomes
Here are a couple of basics on market research, which is quite important for making any strategic plan. If you are a good researcher, you can suggest better marketing and business strategies for your client or company. This presentation will help you to understand how to conduct research using different tools.
In our first roundtable, we held three presentations: 1. What Does Your Marketing Strategy Look Like? 2. The Importance of a Digital Strategy 3. Integrated Marketing & Sales
This slideshow is an in-depth analysis about Chipotle and their social media usage. Through viewing this slideshow, you will gain a basic idea as to what Chipotle does online and where they see growth for the future.
Similar to Poynter Lesson 10 - Brand and Advertising Tracking (20)
The State of AI in Insights and Research 2024: Results and FindingsRay Poynter
This presentation from Ray Poynter of NewMR shares the findings from the latest NewMR study.
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And, hear about where AI and research might be in two year’s time.
Listen to the recording of this presentation via NewMR.org/Play-Again, and also access other presentations from NewMR on all things market research, insight, and AI.
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This presentation highlights the expanded range of tools available from ResearchWiseAI – an AI tool that summarises research findings from surveys.
Questions for the team? Email us at support@researchwiseai.com or visit our website: https://researchwiseai.com/
Visit NewMR.org/Play-Again to listen to this presentation recording , and access the other presentation in this webinar event.
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Join us as we explore how AI can be used to supercharge your qualitative research.
Enjoy two presentations, the first presentation is shared by Ray Poynter from NewMR, who is looking at AI and Qual: The Story So Far.
The second presentation, this presentation, is Part 2 of 2 from Fastuna and Yasna, and shows how Yasna can be used to create AI-powered interviewing. Their presentation is called 'AI-powered interviewing: Best practices from Yasna'.
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Artificial Intelligence and Qual: The Story So FarRay Poynter
This presentation is Part 1 of 2.
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Enjoy two presentations, the first (this presentation) is shared by Ray Poynter from NewMR, who is looking at AI and Qual: The Story So Far.
The second presentation, Part 2 of 2 is from Fastuna and Yasna, and shows how Yasna can be used to create AI-powered interviewing. Their presentation is called 'AI-powered interviewing: Best practices from Yasna'.
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State of Research Insights in Q1, 2024 from NewMRRay Poynter
Join us as Ray Poynter of NewMR presents the latest updates from NewMR’s study into the state of insights. This is the third wave in an ongoing series, where NewMR checks on topics such as:
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- What are they most positive about?
- What are their main worries?
Ray will present the latest findings in the context of the two waves from 2023.
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Presented by Daniel Fazekas, Bakomo Social.
Social intelligence research possesses the capability to capture, analyze, and interpret the myriad factors influencing how consumers align themselves with product categories and brands, with special focus on their underlying dynamics.
By capturing unfiltered opinions across social media, this type of research unveils the process with which consumers can shift their perspectives, influenced by the opinions of others, influencers, news, and even misinformation. The talk by Daniel Fazekas shares examples of the volatile nature of consumer mindset across consumer categories and geographies.
This presentation is part of the Story Time: Narrative Research forum event, hosted and produced by the Irrational Agency and NewMR, bringing together leading proponents of commercial narrative research across disciplines, to share how organisations can use story to generate unique and impactful insights.
To listen to the presentation, and access the recording, visit NewMR.org/Play-Again
While nearly every participant is willing to answer our questions in market research, very few actually share what’s really happening inside their minds. By leveraging insights from the field of narrative psychology, Kristian A. Alomá, PhD, an academic and practitioner in the field, will demonstrate how consumers really think about brands and the role narratives play in that thought process. He’ll break down what that means for businesses and market researchers and how we can move past surface-level answers and get to the rich stories driving consumer behavior.
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This presention is part of the Story Time: Narrative Research forum event, hosted and produced by the Irrational Agency and NewMR, bringing together leading proponents of commercial narrative research across disciplines, to share how organisations can use story to generate unique and impactful insights.
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To access the presentation recording, visit NewMR.org/Play-Again
Learn how we can embrace Research Thinking to build skills, develop research capabilities and capacity, and demonstrate the power and value of human research professionals.
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ChatGPT for Social Media Listening: practical application with YouScan’s Insi...Ray Poynter
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Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
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http://sandymillin.wordpress.com/iateflwebinar2024
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Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
Poynter Lesson 10 - Brand and Advertising Tracking
1. Marketing Research & Social Communication
Lesson 10
Brand and Advertising Tracking
Ray Poynter
1Ray Poynter, Marketing Research & Social Communication, 2015
2. Agenda
1. Updates, last week’s quiz, and last
week’s homework
2. Brand & advertising tracking
3. A typical study
4. Alternatives
5. Big Picture
6. Quiz and assignment for next week
Ray Poynter, Marketing Research & Social Communication, 2015 2
3. Updates
• http://newmr.org/saitama-2015/
• Previous Quizzes – all previous quizzes,
i.e. Lesson 3 onwards, now on the website
• Review of last week’s quiz
Ray Poynter, Marketing Research & Social Communication, 2015 3
4. Homework Feedback
Design a study to measure satisfaction with the Saitama
University Cafeteria. Note, you do NOT need to do the
study, you just need to design it.
• Work in groups of 3 or 4 people.
• At the lesson, describe your design
• Expect to speak for up to 5 minutes
• You can use PowerPoint, Word, write on the board, or
anything else you think will work for you
• If you are using something like PowerPoint or Word,
bring the file with you on a data stick or email it to me
Ray Poynter, Marketing Research & Social Communication, 2015 4
5. Key Words
• Brand: A method by which customers and
potential customers can identify a product or
service
• Brand Equity: A measure of how much
people like a brand
• NPS: Net Promoter Score, one method of
measuring satisfaction and brand equity
• Physical Availability: Is the product there
when people want to buy it
• Mental Availability: Similar to brand equity –
does the brand come into your mind when
you want to buy from that category.
Ray Poynter, Marketing Research & Social Communication, 2015 5
6. Why do brands conduct
brand & advertising tracking?
Belief that to manage things you need to measure them
Key factors/beliefs
– Brands need physical and mental availability
• Can I buy it conveniently?
• Does it come readily to mind when choosing an option?
– Activities need to be evaluated, e.g. the impact of
• Advertising
• Price promotions
• Point of sale activity
– Brands need to have a clear image, i.e. to stand for
something or be known for something
– Historically, quantitative tracking surveys have been
considered the best way to measure how people see
brands and the interactions with advertising – this is
changing.
Ray Poynter, Marketing Research & Social Communication, 2015 6
7. Three Approaches to Tracking
• Before and After
– Timed around campaigns and activities
• Dipstick
– Occasional studies when feedback needed
• Continuous
– From quarterly to genuinely continuous
Ray Poynter, Marketing Research & Social Communication, 2015 7
8. Consistency is Essential
A tracking study is trying to find changes that
are often quite small
Consistency in the measurement tool is
essential
– The sample structure needs to stay the same
– The survey needs to stay the same
– The mode of data collection (e.g. phone,
paper, online) needs to stay the same
Ray Poynter, Marketing Research & Social Communication, 2015 8
9. The Planning Cycle
Stephen King
Ray Poynter, Marketing Research & Social Communication, 2015 9
Where are
we?
Why are we
here?
Where could
we be?
How could we
get there?
Are we
getting there?
10. A Hypothetical Study for
FamilyMart
1. Screening and Quota
2. Brand equity
3. Awareness and usage
4. Attitudes and beliefs
5. Media questions
6. Demographics
7. Final questions
Ray Poynter, Marketing Research & Social Communication, 2015 10
Most Brand & Advertising Trackers do not
disclose the identity of the client.
11. Screening and Quotas –
FamilyMart Tracking
• Population = people who shop in kombini
– Not just FamilyMart shoppers
• Exclude/Screen:
– People who work in retail and market research
• Quotas: e.g.
– Gender:
• 50% male, 50% female
– Age:
• ⅓ 18-35, ⅓ 36-55, ⅓ Over 55
Ray Poynter, Marketing Research & Social Communication, 2015 11
12. FamilyMart Tracking Study
Screener Questions
– Do you work in any of the following areas?
• Health services
• Financial services
• Market research [Close]
• Retail [Close]
• Sports and entertainment
• None of these
Ray Poynter, Marketing Research & Social Communication, 2015 12
13. A satisfaction study for FamilyMart
Quota/Screener Questions
– How old are you?
• Under 18 years [Close]
• 18 to 25 years [Check Quota]
• 26 to 35 years [Check Quota]
• 36 to 45 years [Check Quota]
• 46 to 55 years [Check Quota]
• 56 to 65 years [Check Quota]
• Over 65 years [Check Quota]
Ray Poynter, Marketing Research & Social Communication, 2015 13
14. A satisfaction study for McDonald’s
Quota/Screener Questions
– How often do you shop in a kombini?
• More than once a week [Check Quota]
• About once a week [Check Quota]
• At least once a month [Check Quota]
• Less than once a month [Close]
• Never [Close]
Ray Poynter, Marketing Research & Social Communication, 2015 14
15. Awareness, Usage & Equity
For the following
brands
• 7-Eleven
• FamilyMart
• Lawsons
• Mini Stop
• Sunkus
Ray Poynter, Marketing Research & Social Communication, 2015 15
Ask
• Aware of
• Usage – frequency
and/or spend
• One or more ‘brand
equity’ questions
– Preferred store
– NPS evaluation
– My kind of kombini
16. Attitudes & Beliefs
For the following
brands
• 7-Eleven
• FamilyMart
• Lawsons
• Mini Stop
• Sunkus
Ray Poynter, Marketing Research & Social Communication, 2015 16
Ask questions like
• Friendly staff
• Good locations
• High prices
• Good range of hot food
• Good range of drinks
• Untidy stores
• For workers
• For mothers
• For students
17. Media & Activities
For the following
brands
• 7-Eleven
• FamilyMart
• Lawsons
• Mini Stop
• Sunkus
Ray Poynter, Marketing Research & Social Communication, 2015 17
Ask questions like
• What TV advertising
seen
• What radio
advertising heard
• What promotions
noticed
• What coupons
received
18. Brand and Advertising Tracking
Demographics
– For example
• Marital status
• City/Region
• Employment
• TV channels watched
• Social Media used
Ray Poynter, Marketing Research & Social Communication, 2015 18
19. Brand & Advertising Tracking
Final section
Ray Poynter, Marketing Research & Social Communication, 2015 19
Many thanks for helping us with this survey, your results will help our client
improve its services to its customers.
Do you have any other comments about kombini that you would like to share (or
comments about this survey)? If so, please type them in the box below.
20. Analysis Elements
• Reporting values over time, e.g. beliefs,
brand equity, awareness etc.
• Using analytics to determine which
attitudes and beliefs appear to be driving
purchase
• Using analytics to determine the impact or
ROI of advertising and other marketing
activities
Ray Poynter, Marketing Research & Social Communication, 2015 20
22. The Tracking Challenges
• Surveys are getting too large
– More than 20 minutes leads to quality
problems
• Tracking tends to be a rear-view mirror
• The advertising and behaviour elements
are based on memory
• The attitudes and beliefs are often poor
indicators of behaviour
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23. Surveys Too Large
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Some tracking studies
now run for more than
60 minutes
24. Rear View Mirror
• Often 8 weeks from
data collection to
report
• The survey asks what
people saw in the past and what they
bought in the past
• Brands need to know what is happening
now, and in the future
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25. Memory
• How many soft drinks did you buy in the
last month?
• What were they?
• Where did you buy them from?
• Where they in cans or bottles?
• What advertising and marketing have you
seen in the last month?
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26. Poor Witnesses to
our Own Motivations
Words are often blunt tools
– Most Coke drinkers say Pepsi is ‘too sweet’
– Most Pepsi drinkers say Coke is ‘too sweet’
A list of attitudes and beliefs might have 30
questions
– But, do we really have 30 separate opinions
about each brand
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27. Alternatives to Surveys
• Passive data collection and big data
• Social media research
• Mobile data collection
• A combination of passive, social media
and mobile data collection
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28. TNS New Tracking Method
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TNS claim they can predict Tracking Scores 8
weeks in advance with their new system.
Presented by Rosie Hawkins, TNS at IIeX Amsterdam, Feb 2015
29. TNS New Tracking Video
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https://youtu.be/6j6ZtsnGCM4
30. Tracking and Other Approaches
• Most tracking at the moment is via
quantitative surveys
• Qual is not appropriate for most types of
tracking
• Online communities are not often used for
tracking – small samples & branded
• Social, mobile, and big data all growing in
importance
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31. Digital Tracking – The Future?
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https://youtu.be/8KYugpMDXAE
32. Key Words
• Brand: A method by which customers and
potential customers can identify a product or
service
• Brand Equity: A measure of how much
people like a brand
• NPS: Net Promoter Score, one method of
measuring satisfaction and brand equity
• Physical Availability: Is the product there
when people want to buy it
• Mental Availability: Similar to brand equity –
does the brand come into your mind when
you want to buy from that category.
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33. Big Picture
1. Brand and advertising tracking is there to
allow people to manage their activities
and campaigns
2. Brand and advertising tracking is almost
entirely quantitative
3. Traditionally this has been through
surveys
4. But, new approaches are beginning to
replace surveys
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34. Before Next Lesson
1. Read Chapter 8, Communities, from the
textbook
2. Complete the online task (will be on the
website by Monday)
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36. Quiz Lesson 10
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Please complete the quiz sheet
Put your name on the sheet
37. Resources and Links
• TNS Slides and Presentation from IIeX - http://insightinnovation.org/blog/2015/04/29/the-future-of-tracking/
• TNS Video - https://youtu.be/6j6ZtsnGCM4
• How Internet Advertisers Read Your Mind - https://youtu.be/8KYugpMDXAE
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