effectiveness of promotional and marketing activities

Brand tracking and advertising tracking

- tracking research is aimed at the steady and systematic monitoring of a given category on the market. This allows for observing the "behaviour" of a brand on the market and identifying factors which affect its position.

In the case of advertising, tracking helps determine the range of its influence on the brand. It is also a tool which enables one to measure key performance indicators (KPI's).

Brand tracking leads, for example, to determining the value of basic indicators of market position of the brand such as brand awareness and intention to purchase as compared with advertising-related expenditures incurred in a given period.

We recommend continuous tracking - with measurements on a weekly basis.

Results of this measurement analysed in comparison with the data on specific advertising-related expenditures in various media will allow us to formulate forecasts of key performance indicators for the brand.

Thanks to applying advanced statystical models we will determine to what exent a given advertising campaign influences the recognizability, testing, using and purchase of your product.

You will obtain tools for modelling the most effective marketing and advertising campaigns which will determine optimal composition of expenditures on advertising in various places, and which will provide you with informatiion on the most effective forms of advertising (specific spots, posters etc.)

Brand Value / Equity - tests of brand value provide an answer to the question of what role is played by the brand in making shopping decisions by customers. This also allows you to test brand value as compared to competition.

Thanks to Brand Value tests you will also obtain knowledge that will support the strategy for the brand, including, among others, information on factors affecting brand value, and making it possible to take effective steps to strengthen this value.

Tests of customers' / recipients' / trade partners' satisfaction / loyalty - Customer satisfaction research provides an answer to the question of the level of Customer's satisfaction with the product / services.

Knowledge of the level of Customer's satisfaction with particular features of a product / service allowing for maintaining a high level of Customer satisfaction is now an essential condition for maintaining the market position.

However, in order to gain a competitive edge in the market which is becoming ever more competitive, the company should seek to achieve maximum Customer satisfaction.

Our research will provide you with information not only on the aspects of the product / service with which Customers are relatively more or less satisfied, but also, owing to the use of advanced statistical techniques (structural equations), we will specify which rational or irrational factors influence most strongly Customer's attachment to the Product / service of your brand.

You will be provided with detailed tips in the process of continuous improvement of the offer in order to keep loyal customers and win new ones.

Testing brand / company image - tests of brand image are aimed at creating a list of parameters attributed to the brand by potential customers.

Thanks to this research you will obtain information on compliance between the actual and intended image of the brand.

This information may be a reference point when making decisions on the possible change / modification of image. Additionally, defining of brand attributes will help you position the brand in the market in comparison to competitive brands.