The next chapter of Brand Signal
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Brand tracking built to answer the next question

Brand Signal brings brand tracking, segmentation and positioning into one platform. Continuous survey data forms the base, with spoken media and AI visibility adding context.

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Trusted by insights teams at leading brands

Fortum
Mambu
NIBE
NordicFeel
Telenor
Telia Company

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.

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    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.
    See how it works in Brand Perception.
    • Understand what builds brand strength
    • See where demand sits across segments & demand spaces
    • Find brand fit & positions your brand can credibly own
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    Does the same picture show up elsewhere?
    “My favourite is Summer Days from CAIA.”
    TikTok · 69.4K reach · All Ears
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    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
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    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
  4. MixerMind
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    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.
    With the API and MCP, the same data also works in Claude, ChatGPT and your own tools.
    • Combine Odyssey data with your own
    • Find patterns across different data sources
    • Ask directly from any chart or data point
    • Use the data in Claude, ChatGPT and your own tools

Go deeper with MixerMind

MixerMind works directly with the respondent-level data behind Brand Signal. Because every answer is kept individually, it can cross-analyse audiences, needs, associations, competitors and waves as new questions arise. Add other data to the analysis, and use Odyssey’s research models to keep the answers grounded in how brands and markets are actually analysed.

MixerMind
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  • Every response remains available for analysis, rather than being locked into predefined cuts or dashboard views.

    • Individual responses
    • Full dataset

Explore MixerMind

The data behind Brand Signal

From recurring fieldwork to quality checked, respondent level data built for continued analysis.

1. Survey design

Each wave follows the same core questionnaire structure, with neutral wording, randomized answer options and adaptations for each market. Core measures stay consistent over time, so movements can be compared from one wave to the next.

2. Sample & fieldwork

Respondents are recruited through established research panels, with quotas set around the target population in each market. Responses from markets and waves are collected into the same data structure from the start.

3. Quality control

Every response is checked before it enters the dataset. Automated controls identify speeders, straightliners, duplicates, inconsistent answers and other signs of low-quality participation.

4. Weighting & analysis

Validated responses are weighted to reflect the relevant population or market structure. The same analytical models are then applied across waves, helping keep results comparable over time.

5. Respondent-level storage

Every response is stored individually rather than pre-aggregated into fixed tables. That means existing data can be filtered, segmented and analysed in new ways later, without being limited to the cuts defined when the study was set up.

6. Access & delivery

The same underlying research data stays available across the platform, so teams can move between dashboards, deeper analysis and their own workflows without creating separate versions of the dataset. With the API and MCP, the same data also works in Claude, ChatGPT and your own tools.

Built for modern insights teams and 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.
Interested in a partnership?

How Brand Signal is used across teams

Brand Signal gives brand, marketing, insights and agency teams a shared view of the market. Each team can return to the same data with different questions, from following brand movement to shaping strategy and evaluating activity.

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CMO

Keep a continuous view of the brand and market, explore what is driving change and use the same data to steer the next decision.

  • Brand strength
  • Positioning
  • Audiences
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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.
Energy Signal
Track brand performance, consumer needs and category shifts over time, with historical market data already in place.
Learn More about Energy
Beauty Signal
Follow brands, perceptions and category trends across a fast-moving market, with data ready to explore from day one.
Learn More about Beauty
Fundraising Signal
Understand what drives giving, how donor behaviour is changing and how organisations compare across the category.
Learn More about Fundraising
Custom Signal
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 Custom

What clients say about Brand Signal

Riverty
“Odyssey provides us with continuous insights into how the e-commerce landscape is evolving in selected European countries.”

Johan Rönnerman

Executive Vice President, Riverty

E.ON
“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

Giva Sverige
“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

Common questions about Odyssey Brand Signal
Brand tracking measures how a brand develops over time across metrics such as awareness, consideration, preference, usage and associations. Brand tracking software keeps that measurement in one system, so teams can follow changes, compare audiences and competitors, and return to the data as new questions arise.
It depends on what you need to do with the data. Some teams mainly need recurring KPI reporting, while others need deeper segmentation, positioning, category context or ongoing strategic analysis. Brand Signal is designed for teams that want continuous tracking and the ability to keep analysing the underlying data beyond predefined dashboard views.
Representative survey data is the foundation of Brand Signal. It can be complemented by spoken media and AI visibility, and other datasets can be brought into the analysis where relevant. Survey responses are stored at respondent level, which makes it possible to create new cuts and cross-analyse the data later rather than being limited to predefined tables.
Yes. Brand Signal combines tracking with segmentation, positioning and category analysis. That means the same data used to follow brand performance can also be used to understand what drives preference, how demand differs across audiences and which positions a brand can credibly move towards.
A survey tool is primarily designed to collect responses, while social-listening tools analyse what is being said in external channels. Brand Signal starts with representative brand tracking and connects it to broader market analysis, spoken media and AI visibility. The aim is to analyse these signals together rather than treat them as separate datasets.
In selected categories, including Energy, Beauty and Fundraising, historical category data is already available, so teams can start with an existing view of the market. In other categories, Brand Signal is set up around the relevant brands, competitors, audiences and research design, and history builds as the tracking continues.
Yes. Brand Signal can be used by internal insights and marketing teams as well as media, creative, strategy and research partners. Everyone can work from the same underlying market data, while using it differently in their own analysis, planning and recommendations.
Results are available directly in Brand Signal for ongoing analysis and can be exported for use in presentations, reports and other workflows. Teams can also reach the data through the API and the MCP server, in Claude, ChatGPT or their own data stack, so they are not limited to working inside the platform.
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

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