Unaided awareness
Rank #415%
0vs last period
Trend, 12 months: 11, 12, 12, 12, 13, 13, 14, 14, 14, 15, 15, 15.Share who spontaneously mention the brand when asked about the category.
SEP · Smoothed (3)
Trusted by insights teams at leading brands
Brand intelligence is what brand tracking looks like when you expect more from it.
Our brand intelligence platform, Brand Signal, starts with continuous brand tracking and brings segmentation and positioning into the same system. Representative survey data is complemented by spoken media and AI visibility, giving teams more context around what is changing and why.
Built for ongoing analysis and brand strategy, rather than basic tracking or isolated research projects.
Innovative
Exclusive
High Quality
Trustworthy
Affordable
Inclusive
Genuine
Creative
Innovative
Exclusive
High Quality
Trustworthy
Affordable
Inclusive
Genuine
Creative
Innovative
Does the same picture show up elsewhere?
“My favourite is Summer Days from CAIA.”
TikTok · 69.4K reach · All EarsInnovative
Exclusive
High Quality
Trustworthy
Affordable
Inclusive
Genuine
Creative
MixerMind
Innovative
Exclusive
High Quality
Trustworthy
Affordable
Inclusive
Genuine
Creative
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01
Brand tracking, segmentation and positioning belong together
Brand Signal, our brand intelligence platform, connects brand strength, associations and category demand in one model, helping you understand what is changing, what is driving it and where to focus next.
- Understand what builds brand strength
- See where demand sits across segments & demand spaces
- Find brand fit & positions your brand can credibly own
02
Survey data is only one part of the brand picture
Representative survey data remains the foundation. Odyssey adds signals from spoken media and AI Search to show whether changes in brand perception are also appearing outside the survey.
- What’s said across podcasts and social media
- How AI portrays your brand
- Combined with representative survey data
03
Built on data you can keep working with
Brand Signal continuously collects and stores category data at respondent level, so new questions can be explored without starting over or relying on predefined cuts. Every wave is checked for quality and fraud before it enters the platform.
- Recurring data collection, not one-off fieldwork
- Respondent-level data, not predefined cuts
- Quality and fraud checks in every wave
04
Ask across all your data
MixerMind is the AI analysis layer built into Brand Signal. It works across survey data, spoken media and AI visibility, and can bring your own uploaded data into the same analysis. Ask from anywhere in the platform, or select a chart or data point to investigate what is driving it.
- Combine Odyssey data with your own
- Find patterns across different data sources
- Ask directly from any chart or data point
- InnovativeExclusiveHigh QualityTrustworthyAffordableInclusiveGenuineCreative01Brand tracking, segmentation and positioning belong togetherBrand Signal, our brand intelligence platform, connects brand strength, associations and category demand in one model, helping you understand what is changing, what is driving it and where to focus next.
- Understand what builds brand strength
- See where demand sits across segments & demand spaces
- Find brand fit & positions your brand can credibly own
- InnovativeExclusiveHigh QualityTrustworthyAffordableInclusiveGenuineCreativeInnovativeDoes the same picture show up elsewhere?“My favourite is Summer Days from CAIA.”TikTok · 69.4K reach · All Ears02Survey data is only one part of the brand pictureRepresentative survey data remains the foundation. Odyssey adds signals from spoken media and AI Search to show whether changes in brand perception are also appearing outside the survey.
- What’s said across podcasts and social media
- How AI portrays your brand
- Combined with representative survey data
- InnovativeExclusiveHigh QualityTrustworthyAffordableInclusiveGenuineCreative03Built on data you can keep working withBrand Signal continuously collects and stores category data at respondent level, so new questions can be explored without starting over or relying on predefined cuts. Every wave is checked for quality and fraud before it enters the platform.
- Recurring data collection, not one-off fieldwork
- Respondent-level data, not predefined cuts
- Quality and fraud checks in every wave
- MixerMindInnovativeExclusiveHigh QualityTrustworthyAffordableInclusiveGenuineCreative|04Ask across all your dataMixerMind is the AI analysis layer built into Brand Signal. It works across survey data, spoken media and AI visibility, and can bring your own uploaded data into the same analysis. Ask from anywhere in the platform, or select a chart or data point to investigate what is driving it.
- Combine Odyssey data with your own
- Find patterns across different data sources
- Ask directly from any chart or data point
The data behind Brand Signal
From recurring fieldwork to quality checked, respondent level data built for continued analysis.
Ask the data directly
MixerMind is built into Brand Signal to help you analyse the data as questions arise. Ask questions in plain language, follow a movement across segments and sources, and get answers grounded in your underlying research data.
MixerMind
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Brand intelligence by industry
For Energy, Beauty and Fundraising - Brand Signal comes with category data and history already in place, so you can start exploring the market straight away. In other industries, you use the same platform in the same way, built around your own market, competitors and audiences.
Track brand performance, consumer needs and category shifts over time, with historical market data already in place.
Learn More about Energy
Follow brands, perceptions and category trends across a fast-moving market, with data ready to explore from day one.
Learn More about Beauty
Understand what drives giving, how donor behaviour is changing and how organisations compare across the category.
Learn More about Fundraising
Use the same Brand Signal platform for your own category, with tracking, analysis and AI built around your market, competitors and audiences.
Learn More about CustomWhat clients say about Brand Signal
“Odyssey provides us with continuous insights into how the e-commerce landscape is evolving in selected European countries.”
Johan Rönnerman
Executive Vice President, Riverty
“Energy Signal is a new approach to insight work in our industry and a strong complement to our own research. Above all, it helps us conduct clear competitor analyses and understand new players.”
Ola Sandberg
Head of Insight and Foresight, E.ON
“For every individual donor organization it is important to understand its challenges and opportunities based on its position, and that is where Fundraising Signal plays a vital role.”
Charlotte Rydh
Secretary General, Giva Sverige
See what is changing, what is driving it and where your brand can move next.
Beyond research projects and basic trackers
Research projects
Basic tracker
Cadence
Not included
Included
Included
Continuous
Strategic depth
Partly — limited, or only on request
Not included
Included
Ongoing strategic analysis and direction
Integrated scope
Not included
Not included
Included
Tracking, segmentation, positioning - all in one platform
Beyond survey data
Not included
Not included
Included
Surveys, spoken media and AI answers
Full category landscape
Not included
Partly — limited, or only on request
Included
The full category landscape, not just selected competitors
How you explore
Not included
Partly — limited, or only on request
Included
Ask as questions arise
Data flexibility
Not included
Not included
Included
Respondent-level data
New questions
Not included
Partly — limited, or only on request
Included
Re-analyse existing data
Panel quality
Partly — limited, or only on request
Partly — limited, or only on request
Included
Every wave checked for fraud
History
Not included
Partly — limited, or only on request
Included
Category history since 2022
- Research projectsNot included
- Basic trackerIncluded
- Continuous
- Research projectsPartly
- Basic trackerNot included
- Ongoing strategic analysis and direction
- Research projectsNot included
- Basic trackerNot included
- Tracking, segmentation, positioning - all in one platform
- Research projectsNot included
- Basic trackerNot included
- Surveys, spoken media and AI answers
- Research projectsNot included
- Basic trackerPartly
- The full category landscape, not just selected competitors
- Research projectsNot included
- Basic trackerPartly
- Ask as questions arise
- Research projectsNot included
- Basic trackerNot included
- Respondent-level data
- Research projectsNot included
- Basic trackerPartly
- Re-analyse existing data
- Research projectsPartly
- Basic trackerPartly
- Every wave checked for fraud
- Research projectsNot included
- Basic trackerPartly
- Category history since 2022
Built for modern insights teams and the agencies around them
Brand Signal gives insights teams a shared source of brand and market intelligence across the wider agency setup. Media, creative and strategy partners can work from the same underlying data in their own planning, analysis and recommendations.
Everyone works from the same view of the market, while each partner can use it for their own role.
Common questions about Odyssey Brand Signal
A brand intelligence platform combines continuous brand tracking with segmentation, positioning and deeper market analysis in one system. Brand Signal brings representative survey data together with spoken media and AI visibility, while keeping the underlying data available for further analysis as new questions arise. It supports both ongoing measurement and continuous brand strategy.
Brand tracking software typically measures how a brand develops over time across metrics such as awareness, consideration, preference, usage and associations. Brand Signal goes further by connecting these measures to audience segments, category demand and brand positioning, helping teams understand both what is changing and what may be driving it.
A one-off study can answer complex strategic questions in depth, but it is designed around a defined brief and point in time. Brand Signal keeps the data, models and market structure live over time, so teams can return to the same data, ask new questions and use ongoing tracking to shape brand strategy continuously.
Brand Signal uses established research panels, with sampling designed around the relevant population in each market. Sample sizes depend on the category, audience and level of analysis required, with larger samples for broad consumer markets and tailored approaches for narrower B2B audiences. Responses are quality checked and weighted where needed before analysis.
Brand Signal is designed around the relevant category landscape, rather than only a short list of competitors selected upfront. This makes it possible to understand where your brand sits within the wider market, how different brands compete for demand and where positions may be open. Exact coverage depends on the category and market.
Yes. Brand Signal stores responses at respondent level rather than only as pre-built charts or aggregated tables. Existing data can therefore be filtered, segmented and analysed in new ways as questions emerge, without being limited to the cuts defined when the research was first set up.
Yes. Representative survey data remains the foundation for understanding brand perception, but Brand Signal can also bring in spoken media and AI visibility. This adds signals about what people are saying and how AI systems describe and recommend brands, giving teams a broader view of what may be shaping perception.
MixerMind lets you ask questions directly against your brand and market data in plain language. You can investigate a movement, compare audiences or competitors, explore what is driving an association, or move across different data sources as the analysis develops. The idea is to keep asking questions beyond the predefined dashboard rather than waiting for a new analysis project.
Yes. Brand Signal can sit at the centre of a modern insights setup and be used across internal teams, research partners and media, creative and strategy agencies. Everyone can work from the same underlying view of the brand and market, while using the data differently for planning, analysis and recommendations.
Odyssey works across both B2C and B2B markets internationally. Energy, Beauty and Fundraising have category data and history already available, while Brand Signal can be set up for other industries around the relevant market, competitors and audiences. The platform and analytical capabilities remain the same regardless of category.
See what a new kind of brand tracking looks like
Nova and the other brands are fictional. Figures are illustrative.
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Brand
Nova
NovaOther Brands
Brand Funnel - Over Time
Brand strength KPIs for Nova over time.
- Awareness
- Consideration
- Penetration
- Preference
Aided awareness: from 30% in October 2025 to 43% in September 2026. Consideration: from 12% in October 2025 to 18% in September 2026. Penetration: from 1% in October 2025 to 7% in September 2026. Preference: from 0.5% in October 2025 to 2% in September 2026.
Brand Profile
Your brand's relative strength in the different demand spaces.
Gentle: 131, Natural: 118, Effective: 112, Expert: 104, Affordable: 88, Trendy: 97, Premium: 79, Sustainable: 121. 100 is the competition average.
GentleNaturalEffectiveExpertAffordableTrendyPremiumSustainable
- Strength
- 112
- Average
- 100
- Demand space
- Effective
- Brand
- Nova
- Visible results114
- Worth the routine107