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Custom tracker

Custom brand tracking: your category and competitors, measured every month

For categories outside our syndicated trackers, we build a tracker on the same model: your competitor set, questions from the standard modules and monthly waves in the markets you choose.
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Trusted by insights teams at leading brands

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Telenor
Telia Company

From scope to monthly tracking

Every custom tracker is set up in four steps. You decide what to track, how often and in how much depth, and you can add Brand Conversations and AI Visibility for the same brands.
Scope and competitor set
We agree on the category, the markets and the brands you want to be measured against.
Questions from the standard modules
Funnel, associations, positioning and demand spaces, plus the questions your category needs.
First wave
Your first results, with every KPI ranked against the brands in your set.
Then every month
New waves every month in the same platform as our category data, so history builds from the start.

Scope and competitor set

We agree on the category, the markets and the brands you want to be measured against.

Questions from the standard modules

Funnel, associations, positioning and demand spaces, plus the questions your category needs.

First wave

Your first results, with every KPI ranked against the brands in your set.

Then every month

New waves every month in the same platform as our category data, so history builds from the start.

Categories we build trackers for

We have built trackers in these categories, and the model works in any category where people choose between brands.
Retail and e-commerce
Retailers and marketplaces, followed among shoppers in each market.
Talk to us
Food, drink and consumer goods
Food, drink and everyday brands, with awareness benchmarks by category.
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Home, garden and appliances
Furniture, garden and appliance brands, tracked among the households that buy them.
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Banking, payments and insurance
Banks, payments and insurance, with trust and consideration against the full competitor set.
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Telecom
Operators and challengers, tracked from awareness to the brand people pay for today.
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Travel and transport
Travel, transport and delivery brands, among the people who travel, send and receive.
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Retail and e-commerce

Retailers and marketplaces, followed among shoppers in each market.
Talk to us

Food, drink and consumer goods

Food, drink and everyday brands, with awareness benchmarks by category.
Talk to us

Home, garden and appliances

Furniture, garden and appliance brands, tracked among the households that buy them.
Talk to us

Banking, payments and insurance

Banks, payments and insurance, with trust and consideration against the full competitor set.
Talk to us

Telecom

Operators and challengers, tracked from awareness to the brand people pay for today.
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Travel and transport

Travel, transport and delivery brands, among the people who travel, send and receive.
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Not in the list? Tell us your category and markets, and we will show you how the tracker would be set up.

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Categories with historical data

Three categories where we already run our own monthly survey. If yours is one of them, you start with every competitor in the set and history from the first wave.

Beauty

70+ brands and 30+ retailers in the UK, Germany, Sweden, Norway, Denmark and Finland. Monthly since 2024.

Beauty brand tracking
Energy Signal

Energy: Sweden

100+ energy brands, followed among households every month since March 2022 and among businesses every quarter.

Energy brand tracking
Fundraising Signal

Fundraising: Sweden and Norway

70+ organisations. Sweden since December 2021, Norway since January 2025.

Fundraising brand tracking

B2B brand tracking

Business buyers are fewer and harder to reach than consumers, so we build a B2B tracker around the people who choose suppliers in your market. It uses the same modules as our consumer trackers, and Energy Signal already runs a business survey every quarter.
Talk to us about B2B

A preview of Brand Signal

Your tracker sits in Brand Signal, next to our category data. Click through an example with a fictional brand, Nova: every KPI shows its rank among the brands in the set and the change since the last period. In the platform you filter each view by wave, segment and market, and ask MixerMind about the data.

Nova and the other brands are fictional. Figures are illustrative.

WhatNovaWhenSep 2026 · Smoothed (3)ShowStandard

Thursday 15 October

Good afternoon, Daniel

New data for September 2026 is in.

MixerMind can make mistakes. Your data is never used to train AI models. Do not include personal or sensitive information in your messages.

Get the most out of Odyssey

3 of 6 done

  • Take the tour, done
  • Ask MixerMind a question, done
  • Open a dashboard, done
  • Save a view, to doSave the filters you use most, so they are one press away.

Before the meeting

No work yet

MixerMind can turn your data into slides and documents for your next meeting.

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How a custom tracker is measured

We collect the data in recurring waves from all major panel providers, with stratified sampling, and weight it so the sample matches the population you want to reach.

Cadence
Monthly, or quarterly for narrow target groups such as business buyers
Who is asked
The people who choose in your category, from the general public to business decision-makers
Interviews per market
Set per category, up to 750 a month
Brands
Your brand and the competitors you choose
Markets
The markets you choose
Weighting
To the population, usually on age, gender and region, weights kept low and stable
Quality controls
Speeders, straightliners, duplicates and fraud removed
Margin of error
About ±3.6 points at 750 interviews
Riverty - Custom Signal

“Odyssey provides us with continuous insights into how the e-commerce landscape is evolving in selected European countries, so we can advise our customers and other e-commerce companies.”

Johan Rönnerman

Executive Vice President, Riverty

Common questions about custom brand tracking

Any category where people choose between brands. We have built trackers in retail and e-commerce, food and drink, home and garden, banking and insurance, telecom, travel and transport, and B2B.
The markets you choose. We run our surveys through all major panel providers, in Europe and beyond.
Beauty, energy and fundraising are tracked whether or not you are a client, so the data and history already exist. A custom tracker starts with your first wave and is built on the same modules.
Yes. You choose the competitor set, and every brand in it is measured the same way as your own.
Yes. The standard modules keep your results comparable over time, and questions for your own brand or category are added on top.
Yes. Your tracker sits in Brand Signal with the same views and filters as our category data, and you can ask MixerMind about it.

See what a tracker for your category looks like

Tell us your category and markets, and we will show you how the tracker would be set up.
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