Why Brand Tracking must merge with the art of Behavioural Science?
Branding Market Research

Why Brand Tracking must merge with the art of Behavioural Science?

Let’s first understand, why Brand Tracking is so critical for a Brand?

In today’s scenario where the life of consumers is fast-paced, digitally & globally connected, where decisions are made on the fly and where it’s more about the authority, image & uniqueness that comes along with brand association and leads purchase intent, makes it imperative for Brands to continuously measure its ‘development as a brand’ and understand where it is headed through different variables, like –

  • Awareness – which helps understand the recall & recognition for the Brand
  • Usage – measured through frequency of usage, spends on the brand & its products/ services
  • Attitude and Perception – measured through the brand image and association that gets built by customer experience and exposure through positioning, advertising, PR and other promotional activities.
  • Purchase Intent: A very important metric to be tracked that helps determine the health of a brand with the likelihood to purchase a brand or switch over to a competitor. This is also helpful in determining the brand loyalty of consumers.

These metrics help the marketing folks take careful and informed decisions while planning their strategies, promotions, messaging & positioning of a brand and its products & services.

But, there is a huge problem here…Brand trackers always deliver delayed view of data due to its primitive ways of research & data collection techniques, which at times is severely outdated for making right & real-time decisions in today’s ever changing fast paced world.

This is where behavioural science & economics comes into the picture, as Researchers & Marketers alike have started to use behaviour analytics to understand the psychology and how people make decisions today, to gain an edge and make right decisions on the fly.

Since, brand tracking requires a continuous process of collecting quantitative & qualitative data from, Heavy Users, Light users and Non-consumers, which is –

  1. Real-time (& not dated)
  2. And that can help take tactical decisions for a brand on the fly

Hence, the data that now comes into play are – Social media data, Mobile data, Online data, Customer preference data, which cannot be ignored by marketers as it matters the most to them and these are the platforms where consumers tend to associate with and speak about the brand, show what they feel. Also, the major share of marketing activities, promotions and engagement happens on them.

You can get a whole lot of insights from these avenues, for e.g. – metering technology on mobile can helps brands understand consumers browsing behaviours & which apps they are using. Another e.g. can be the experience and life moments that consumers share on social with their network & on brand pages.

Data & insights from the online, mobile and social world are pure gold for marketers & researchers that give just-in-time insights for a brand helping them take real-time actions accordingly; which is the key to what can actually make or break a brand!

Spearheads the Marketing function for, Brand, Marketing (with a specific focus on Digital Marketing) & Strategic Innovation for B2B & B2C, globally for a reputed Indian MNC. An MBA in Marketing & International business and a certified Digital Marketing Professional, an Automobile Enthusiast who loves to Travel, is a nature lover, a blogger and a curious soul who loves to learn new stuff and ideate.
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    Hi anshul,
    Found ur post really useful.
    Need a small help as u r already a marketer , wanna know what types of tools can b used for data collection is some one is doing research in effect of celebrity endorsement in creating brand association.
    Or can this research be more broader so that it can b a really good research for marketers.
    What other things go u suggest for the same.
    Waiting 4 the reply

    1. Anshul Agarwal Post author

      Hi Aarti,

      There are many tools that are available today to collect data for your research. Here are couple of tools that would come in handy –

      First, understand about the buyers you wish to interview/ collect data from by creating personas with makemypersona.com, you can also use Marketing Almanac by Think with Google that offers interesting insights on how people browse and buy. You can also understand an area’s demographic information and lifestyle habits and find out which areas would be most receptive to a campaign or launch with https://segmentationsolutions.nielsen.com/mybestsegments/

      Post this you can use tools like – Survey monkey, Typeform (free of cost) or use Simple survey (paid). You can also use professionals like borderlessaccess.com that can help you with such data for a cost.

      Hope this helps.

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