Brand tracking allows you to measure the effectiveness of your own and your competitors’ marketing efforts and track changes in consumer behaviour and attitudes.
It helps to understand the attitudes, needs and behaviours of the population or consumers, and to know what the brand’s situation is compared to its competitors.
Brand tracking allows you to measure the effectiveness of your own and your competitors’ marketing efforts and track changes in consumer behaviour and attitudes.
The research helps to understand the customer’s or buyer’s journey from the stimulus to the post-purchase experience, and to identify pain points in the customer’s journey.
The evaluations, experiences or opinions of consumers or potential consumers can provide a valuable basis for developing existing products or introducing new ones.
Measurement of consumer psychophysiological behaviour combined with qualitative and quantitative analysis provides a deeper understanding of consumer actions.
The research is designed to measure and track customer experience indicators, find weaknesses and strengths in service or delivery of services and improve them.
The research is designed to measure and track employee satisfaction indicators, identify employee expectations and needs and increase employee engagement.
This research analyses attitudes of current/potential employees towards the company. It is recommended for the development of an employer branding strategy.
Identification and tracking of the level of corporate reputation among relevant stakeholders, identification of critical points and analysis of factors that determine reputation.
It helps to understand the attitudes, needs and behaviours of the population or consumers, and to know what the brand’s situation is compared to its competitors.
Tracking and defining key performance indicators (KPIs)
Brand tracking research usually includes the following:
– perception of the category: purchase frequency, buyer profile;
– brand funnel: awareness, trial, future purchase intent, proportion of regular and loyal customers;
– key characteristics of the image and their attribution compared to competitors.
We will design brand tracking research to suit your needs – from an in-depth brand audit to regular tracking of several indicators.
It helps you understand what proportion of the population saw your advertising campaign and correctly identified the brand. The results of the campaign are compared with the KOG Institute’s database of over 500 advertising campaigns researched. The position of the campaign on the overall advertising map indicates what actions should be taken to increase the visibility of other advertising campaigns/to improve brand recognition.
This research provides insight into the movement of buyers through the point of sale and identify its cold and hot spots. Capturing moments and experimental work allows you to optimise the placement of goods at the point of sale and on shelves. The KOG Institute represents the Norwegian company LinkRetail in the Baltic States, which has implemented more than 50 successful point-of-sale optimisation projects in Europe. Our solutions increase sales by 5–10%.
One of the most difficult decisions for brands or companies is pricing. In the price elasticity research, we can either look for the price per SKU or service, typically using the Van Westendorp 4-question method, or combine it with analysis of the additional factors, such as the influence of the brand or various product features. Conjoint analysis is then used to offer to ‘buy’ one of the offered options and then mathematically calculate the optimal price.
This research help to identify all the important stages of a customer’s journey and its pain points – the weak points of the journey – and improve them, solve the problems that arise. Knowing the stages of the consumer’s journey allows for a more appropriate use of marketing and media tools (from mass advertising to social media communication and performance actions).
The development of an existing product may require motivation for the intended changes. It is important to understand which weaknesses of the product need to be eliminated and which strengths should be retained so that the essence of the product is not lost. Consumers can provide unexpected insights from outside for creating a new product, often about things we no longer notice because we are too deeply immersed in our own activities.
Neuromarketing research allows you to tap into a consumer’s subconscious before he or she rationalises his or her opinion. This includes implicit reaction time tests, facial expression measurements, eye movement tracking and other biometric measurements. Neuromarketing research is used to evaluate packaging design, test video and print ads, shelf placement and analyse the in-store consumer’s journey.
This research usually touches on topical issues that are relevant to the majority of the public or a particular brand. For example, if your organisation or the brand you represent wants to strengthen its links with responsible consumption, you can base your public communications on data on the population’s attitudes towards responsible consumption and track and communicate changes in these attitudes over time.
The aim of segmentation is to find easily recognisable sub-markets that are valuable in terms of size and monetary weight. Identifying these segments enables better tailoring of goods and services to the needs of specific customers and more efficient use of marketing resources. The KOG Institute implements both internal (based on the client’s own data) and external (through research) segmentations. Most often psychographic, attitudinal and behavioural or multi-layer segmentations.
This research is carried out to find out the population’s attitudes on various social issues, measure the formed habits and consumption.
Often these results are used for communication purposes, to measure the temperature of the public on one issue or another. This research is also designed to identify views on ongoing processes, study fears, attitudes and stereotypes.
Each brand has sensory elements that increase the number of memory structures that allow faster brand recognition. These elements are designed to increase brand recognition and distinctiveness. Brand assets include colours, a logo and its parts, characters, sounds, language and the narrative used. Effective use of brand assets can be an alternative to the direct use of the brand name in advertising.
This research is typically chosen by service companies to understand the needs of their customers and identify priorities for improving their operations, service or delivery process. This research can be carried out constantly (post-contact) or periodically (quarterly, semi-annually or annually), depending on the specific area of the company’s business.
High employee satisfaction is important for many companies who want to achieve efficiency. Employee expectations of employer social responsibility, workplace attractiveness, fringe benefits and other aspects are constantly rising. In some business sectors, meeting these expectations is key to maintaining low staff turnover and a good employer image. The continuous tracking of employees’ evaluations and the management of their expectations are among the main objectives of this research.
The employer branding research measures the attractiveness of a company as an employer. The research finds out the characteristics of the dream workplace and how close the company is to this vision. This knowledge helps to establish a strong position in the labour market, creating a clear and reputable image of the organisation, which helps to attract potential employees for its vacancies and motivate and retain its existing employees.
Some companies get concerned about their reputation in times of crisis, but the real management of reputation takes place before a crisis, not during it. Only companies with a strong reputation can withstand crises, which is why it is important to measure the level of reputation across all relevant stakeholder groups (employees, partners, media, public, etc.), continuously track it and understand the factors that determine reputation.
The brand funnel includes brand awareness, consideration, trial and regular purchase. It is a conceptual model representing a theoretical journey a consumer takes towards brand loyalty. These indicators show where your brand is now compared to your competitors and provide insights into future directions. The research also identifies the brand image in the eyes of consumers, motives and barriers to consumption.
