Missing slice: rollingHero
01
Brand tracking, segmentation and positioning belong together
Brand Signal connects brand strength, associations and category demand in one model, so you can move from tracking what changed to understanding why and deciding where the brand should go next.
02
Survey data is only one part of the brand picture
Odyssey connects signals that normally live apart, helping you spot emerging shifts earlier and turn them into a clearer direction for the brand.
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 being limited to predefined cuts. Every wave is checked for quality and fraud before it enters the platform.
04
Your analysis shouldn't stop at the dashboard
Ask directly in the context of your research and follow a movement deeper into the audiences, associations, competitors and market dynamics behind it.
Missing slice: specimenSheet
Situations Odyssey is built for
The right person should recognise their job in these questions — no persona section required.
Where is there actually room to move — and can we credibly own it?
What are they taking ownership of, and at whose expense?
Which groups are attractive, reachable and credible for us to win?
Is our brand gaining or losing ground in how AI describes the market?
Missing slice: figureSection
Missing slice: aiExploration
Category models, not a blank template
Each category has its own brand list, its own image battery and its own history. A reading can be compared across the category on the day you get it, instead of after a set-up project.
Energy
Switching intent, price perception and trust, in a category where the brand is the only thing that differs.
Beauty
Where a challenger is taking share, and which associations move a shopper from aware to chosen.
Fundraising
Consideration and giving intent across causes, tracked continuously rather than measured after a campaign.
Your category
A model built to the same method for a category we do not run yet, with your competitor set in it from the first wave.
Energy
Switching intent, price perception and trust, in a category where the brand is the only thing that differs.
Beauty
Where a challenger is taking share, and which associations move a shopper from aware to chosen.
Fundraising
Consideration and giving intent across causes, tracked continuously rather than measured after a campaign.
Your category
A model built to the same method for a category we do not run yet, with your competitor set in it from the first wave.
A better strategy starts with a richer model of the market.
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"Energy Signal is a new approach to insight work in our industry and serves as a strong complement to our own research. Above all, it helps us conduct clear competitor analyses when it comes to new services and to understand new players, as well as providing clear insights into the brand implications of various market activities."
Ola Sandberg
Head of Insight and Foresight, E.ON
Works alongside your agency
Odyssey is a data source, not a replacement for the people who read it. Agencies and research partners pull Brand Signal into their own analysis, decks and recommendations.
Where a team already has a research partner, the panel runs underneath both — the same numbers, available to whoever is asking. E.ON describe it as a strong complement to their own research.
Built for where basic brand tracking stops
Basic tracker
A snapshot at each wave
A continuously evolving model of the market
KPI monitoring
Strategic analysis: segmentation, positioning, Brand Fit
Survey data only
Surveys, conversations and AI visibility in one model
Fixed reports on a schedule
A model you can interrogate as questions arise
A small, pre-selected competitor set
The broader category context
Aggregated tables
Data stored at respondent level
A new study for a new question
A new cut of data already collected
Panel quality taken on trust
Every wave checked for quality and fraud
Missing slice: editorial
What we are publishing
UK Beauty Insights 2025: From Function to Fascination
The UK beauty market in 2025 is undergoing a fundamental shift: consumers are migrating from "Functional Reliability" to "Emotional Fascination."
Report
Verdane: International Growth
With the help of our Brand Tracker, Fisherman's Friend can keep track of their brand and gain insight into how they can work to empower it.
Case study
Fame Is Not Attention: Why Awareness No Longer Guarantees Visibility
In the UK beauty market, some of the most famous brands are no longer the most visible. New data on Share of Attention reveals a structural decoupling of awareness and visibility — and what it means for how brands must grow.
Beauty
Brand Tracking
Brand Strategy
Questions people ask before they switch tracker
What is a brand intelligence platform?
A platform that keeps collecting brand data instead of delivering a report each quarter, and reads tracking, segmentation and positioning from the same model. Odyssey Brand Signal adds two signals most trackers leave out: what is said about the brand in podcasts and social media, and how AI systems describe it. The panel is the base; the other two are read against it.
What does brand tracking software measure?
Awareness, consideration and preference at a minimum. Brand Signal also measures the associations behind them — whether a brand reads as trustworthy, innovative, affordable, inclusive — plus category demand and where each competitor sits on the same axes. Measuring the funnel tells you what changed. Measuring the associations is what tells you why.
How is the data collected and how large is the sample?
Monthly waves through consented panels, 750 interviews a month per market in each category model, stratified on age, gender and region and weighted to the national population. Every wave is checked for speeders, straightliners and duplicate panellists before it enters the platform, and an alert flags a wave that drifts from its own history.
How is Odyssey different from a one-off study?
A study answers the question you had when you commissioned it. Because Brand Signal stores answers at respondent level and keeps collecting, a new question can be asked of data already gathered — a new segment cut, a competitor you had not been watching, a period you now care about — without new fieldwork and without waiting for the next wave.
Which brands and competitors are included?
The full competitor set for the category, collected in the same wave from the same respondents rather than matched together afterwards from separate studies. That is what makes a comparison between two brands sound. If a brand you care about is not in the model, it is added to the category rather than measured on the side.
Can it work with our agency or existing research?
Yes, and that is the normal case. Odyssey is a data source, not a replacement for the people who read it — agencies and research partners pull Brand Signal into their own analysis and recommendations. Where a team already has a research partner, the panel runs underneath both. E.ON describe it as a strong complement to their own research.
Which countries and industries are covered?
Category models run across the Nordics today, in categories including energy, beauty, retail, finance and fundraising. New markets and categories are set up on the same platform and the same method, with your competitor set in the model from the first wave rather than added later.
How quickly can we start?
In a category model that already runs, you see history from the first day, because the waves have been collecting since 2022. A new category needs a set-up round — brand list, image battery, segment definitions — before its first wave. The honest answer is that the first is a matter of days and the second of weeks.
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