Missing slice: photoHero
“It’s not nice-to-know information. It’s need-to-know.”
Liv, Save the Children Norway
Missing slice: blurChapters
“At some point we have to start measuring too, so we can see whether what we do gives what we expect.”
Sara, Njurfonden
Missing slice: editorial
6,000
interviews a year
Per market, ages 18–79, collected every day of the year rather than in fieldwork windows.
100+
brands
Every brand in the category, on 40 need questions each — not the ten you happened to list.
92–93
% correlation
Between Brand Equity and actual market share, measured against it.
1–2
days
After the month closes, the new month is there. Not next quarter.
What changes when it runs every month
Once-a-year tracker
One measurement a year
Every month, 1–2 days after the month closes
The ten brands you listed
Every brand in the category — 100 and up
Survey answers only
Surveys, what is said in podcasts and social media, and how AI describes you
A report you read
Research you can ask a new question of
What happened
Whether the things you did had an effect
The week this is for
Four moments customers described to us, in the words they used when they described them.
Did it move anything? Put the campaign next to the months around it instead of waiting for the next wave.
What your audience says matters most, and what you are actually associated with. The gap is the work.
Which brand is gaining, on what, and among whom — including the ones that were not on your list.
One figure for brand strength, comparable month to month, and the movement that sits behind it.
Missing slice: aiExploration
“Energy Signal is a new approach to insight work in our industry and serves as a strong complement to our own research.”
Ola Sandberg
Head of Insight and Foresight, E.ON
The questions customers ask first
Why is our number lower than in our previous tracker?
Because the list is longer. A shortlist tracker shows ten brands; we show every brand in the category — 35 in the Norwegian fundraising list, 65 in the Swedish. People tick eight to ten names whatever you show them, so the same behaviour spreads across more names and every level comes out lower. The method is identical from month to month, so a movement is still a movement.
Compared to what?
The previous month, unless you pick another period. The comparison period is always stated next to the figure, and every figure also sits next to the category and the brands you choose to watch.
Do we need a new study to ask a new question?
Usually not. Answers are stored per respondent, so a new question is normally a new cut of research already collected. If the question was never asked, we say so rather than estimating it.
What does Odyssey not do?
We do not write your positioning — your agency does, and we are the fact base they work from. We do not measure sales effect or return on investment.
How long before we see something?
The category is already measured, so you start with history rather than waiting for a first wave. Norway has been running since January 2025; Denmark and Finland start in autumn 2026.
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