Top Tools for Automated Brand Tracking
By Insight Platforms
- top tools
- B2B Research
- Brand Research
- Brand Tracking
- Syndicated Research
- Competitor Analysis
Brand tracking consists of gathering data about perceptions of brands over a period of time. Using these insights, marketers, strategists, and researchers can improve brand health, engage consumers, and monitor competition.
There are lots of different ways to do this.
You could work with an agency: big, small, local, international, specialist, generic. This is a long-established way of working. Tens of thousands of companies do their brand tracking like this. It suits some people fine. It can also lead to frustrations if it’s perceived as expensive, slow, or doesn’t yield much usable data.
Another approach is to use social listening and online monitoring tools. Companies such as YouScan, BrandWatch, Pulsar, and others monitor audience data sources such as social media and track brand mentions and sentiment over time.
If you want to see how this works, watch this lightning demo from YouScan to learn more:
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A third approach can involve rolling up your brand tracking with reputation tracking with solutions like RepTrack and Reputation.
We’re not covering any of these types of brand tracking solutions here.
What you’ll find listed below are all automated brand tracking tools for gathering feedback and reporting brand perceptions from relevant target audiences. They are generally much faster, leaner, and (in some cases) much more cost-effective than traditional agency models of brand tracking research.
There’s also no ranking implied by the order. For a complete list of all brand tracking platforms, browse the directory here.
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Quantilope
Quantilope’s consumer intelligence platform offers 15 advanced research methods along with an automated ‘Better Brand Tracking’ solution.
Designed using the principles established by the Ehrenberg-Bass Institute, quantilope’s framework tracks mental availability and maps Category Entry Points (CEPs) to drive actionable decisions for marketing and planning teams: namely:
- ‘Mental Market Share’, measuring how present brands are in consumers’ minds
- ‘Mental Penetration’ evaluating how many consumers have at least some mental availability of brands,
- ‘Network Size’, quantifying how broad brand associations are, and
- ‘Share of Mind’, assessing which other brands your consumers are thinking of.
Learn much more about quantilope’s Better Brand Tracking in this demo:
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quantilope
Tracksuit
Tracksuit is an always-on automated brand tracking tool designed to help marketing teams to assess brand health and evaluate marketing return on investment (ROI) while understanding the effectiveness of their strategies.
Tracksuit allows teams to monitor critical metrics, including awareness, consideration, preference, and brand associations. The platform delivers regularly updated insights, offering full brand visibility within 30 days, through weekly surveys conducted with thousands of participants from a global panel.
See a demo of Tracksuit here:
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Delineate
Delineate provides an extensive research technology platform called Delineate PROXIMITY, designed for brand tracking, campaign evaluation, and product innovation.
This tool streamlines the process of generating actionable insights from survey data by delivering real-time information through advanced data tools, dashboards, and APIs. Users can manage brand equity, gauge consumer perceptions, and evaluate both short- and long-term impacts of brand communications in real time.
The platform also supports real-time campaign evaluation and agile product innovation measurements, enabling the identification of growth segments using its proprietary Brand Engagement Profile, and offering extensive insights and diagnostics.
ProQuo AI
ProQuo AI is a brand tracking and marketing effectiveness platform that provides real-time global tracking of consumer sentiments towards a brand and its competitors.
It enables testing of creative assets in any language, offering results within hours, and features live monitoring for detailed reporting. The platform’s solutions include asset testing, brand strategy, brand tracking, category intelligence, and campaign management.
ProQuo AI’s Brand Equity Framework makes heavy use of ‘System 1’ implicit measures and is designed to drive commercial brand growth by identifying strengths, weaknesses, and hidden opportunities within categories and against competitors, facilitating strategic optimization of brand performance.
Kantar Marketplace Brand Dynamics
Kantar Marketplace is an automated market research platform catering to insights professionals, marketers, and agencies. It allows users to set up and launch concept tests on demand and analyze results quickly through an intuitive dashboard. The platform offers continuous brand tracking software and is validated to predict sales and brand growth, providing insights in over 60 countries.
Kantar Marketplace offers two solutions for brand evaluation and performance tracking.
BrandEvaluator is a point-in-time brand equity measurement tool that evaluates a brand’s current standing and future potential. It provides insights for strategic decision-making within as few as four days, making it suitable for launching new brands, entering new markets, or responding to unforeseen market changes
BrandDynamics is a tool that functions as a daily brand performance tracker, equipped with Kantar’s proprietary AI technology. It monitors brands and competitors in real-time, identifying trends and delivering accurate signals of brand performance, allowing for optimal allocation of marketing resources.
Kantar Marketplace
BrandEvaluator
BERA.ai
BERA.ai is a software platform designed to offer a comprehensive company snapshot to enhance decision-making using the ‘BERA Score’ to understand brand equity, breaking down the score based on more than 130 key metrics and attributes, like uniqueness, inclusiveness, and more.
The score also evaluates competition in your category and North Star brands outside your category. Users can assess shifts in brand equity by evaluating their brand’s performance over time across various segments, geographic areas, and in comparison to competitors and prominent brands. Leveraging AI, the platform uses consistent and real-time hard data to show the impact of your brand on financial performance.
Harris QuestBrand
Harris QuestBrand is a brand tracking software suite developed by The Harris Poll. Within Harris Quest, users have access to QuestBrand, a brand management tool that continuously monitors brand health and collects consumer data 24 hours a day, 7 days a week. The tool builds on the foundation of EquiTrend®, Harris’s syndicated brand tracker that has run for more than 30 years.
It allows you to keep an eye on over 1,000 competitors and other North Star ‘aspirational’ brands. QuestBrand provides a single brand equity score based on their industry-vetted model, and users can drill down into brand equity data across 150+ demographic, psychographic, and behavioral segments.
Harris QuestBrand
Appinio
Appinio’s brand tracking focuses on enhancing brand health through the inclusion of mental availability and Category Entry Points (CEPs).
Mental Availability reveals a brand’s position in the consumer’s psyche across various decision-making moments. It considers situational cues and environmental triggers, providing deeper insights into a brand’s role in consumers’ lives, which can influence attention and drive sales. Category Entry Points (CEPs) are strategic spots within consumer decision-making that ensure the brand emerges as a top choice. Understanding CEPs helps position a brand effectively in the consumer’s path based on KPIs such as Network Size, Mental Penetration (MPen), Mental Market Share (MMS), and Share of Mind (SOM).
Brox.ai
Brox.ai is an advanced analytics platform tailored for brands that uses AI to extract insights from a dataset of video interviews.
By collecting data through video surveys, it facilitates real-time exploration for both quantitative and qualitative analysis. The platform combines real consumer insights with predictive AI modeling, assisting companies in optimizing marketing messages, understanding brand health, validating product concepts and pricing strategies, identifying consumer segments, and enhancing customer understanding.
With Digital Twin technology, Brox.ai offers predictive insights from AI-powered consumer replicas, serving sectors such as software, hardware, groceries, consumer goods, finance, media, entertainment, retail, fashion, and F&B.
Latana
Latana is a brand tracking solution offering insights into brand perception, audience metrics, and performance data across various market segments.
Utilizing a non-incentivized research approach, the tool facilitates the tracking of complex segments. The platform automatically displays margins of error and includes p-tests to pinpoint significant changes. Latana simplifies data analysis with features like summary statistics, editable charts, quick data export, detailed funnel analysis, and intuitive segmentations. It leverages machine learning and advanced Bayesian statistics to ensure high-quality data analysis.
YouGov
YouGov is an international online research data and analytics technology group offering three automated brand tracking solutions:
- CategoryView, which provides industry-specific brand tracking data with monthly updates, including 16 brand health metrics, category-level attributes, and attitudinal statements. It supports multiple sectors and provides diverse analysis and chart types with data delivery options such as spreadsheets, API feeds, and images.
- BrandIndex provides global daily brand tracking data updated daily, with historical data spanning over 15 years across 55 markets. It enables benchmarking against competitors and offers multiple analysis options. Data is shareable and delivered in various formats.
- And lastly, Custom Tracker, a bespoke tracking solution with tailored metrics to reach niche or hard-to-reach groups. It offers end-to-end expert support, combining custom insights with audience intelligence. Users receive expert-designed research reports and can monitor progress through innovative data visualization platforms.
GWI
GWI is a syndicated global consumer research platform that provides sector-specific insights tailored for industries such as agencies, media, sports, gaming, finance, and retail.
GWI’s brand tracking service provides data on brand effectiveness metrics, and integrates with qualitative research and social media analysis. It provides the opportunity to recontact respondents, helping to track of consumer perceptions through the marketing funnel and inform creative planning. It also offers post-campaign effectiveness measures to asses brand performance.
Global Web Index
Attest
Attest is an end-to-end consumer research platform that employs machine learning and artificial intelligence to improve data quality and analysis, supporting both quantitative and qualitative research.
The platform provides solutions in brand and campaign tracking, consumer profiling, creative and concept testing, market and competitor analysis, new product development, and multi-market research. Furthermore, Attest offers seasonal research to help businesses remain aligned with market dynamics.
Qualtrics Brand Tracker
The Qualtrics Brand Tracker software provides a comprehensive and advanced platform for brand performance monitoring with real-time analytics and predictive insights.
The platform integrates various external data sources, such as social and search, to provide a comprehensive view of brand performance, utilizing machine learning for text analysis to detect changing sentiments and trends. Qualtrics’ automated brand tracking methodology assesses key brand metrics such as awareness, loyalty, and associations, and the platform correlates marketing activities with brand perception changes.
Watch demos of more research tools:
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Author
Mike Stevens
