Perception

Brand tracking that shows what moves brand perception

Perception is the continuous brand tracking at the base of Brand Signal. Follow brand strength and the funnel, associations and position against your competitors, measured every month on a representative panel, and see what is driving each change.

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9,000

Interviews per market a year, up to

1,900+

Brands tracked

30+

Markets

2022

Historical data since

Trusted by insights teams at leading brands

What brand tracking and brand perception mean

Brand tracking, also called brand health tracking, measures how a brand develops over time across awareness, consideration, preference, usage and associations. Brand Signal starts with continuous brand tracking: the same questions to a representative sample every month, for your brand and every competitor.

Brand perception is what people think and feel about a brand: the associations they link to it and how it compares with competitors. Measured with a brand perception survey every month, it can be followed as closely as awareness.

Both rest on representative survey data, unlike one-off studies or social listening.

What the panel measures

Brand funnel

The core of every tracker. Awareness is measured from recognition to first recall, showing how many people know your brand and how easily it comes to mind. The funnel then follows consideration, preference and purchase against competitors.

Brand Landscape & Associations

How your brand is perceived next to competitors. Emotional and functional associations are compared with the other brands in the category, so strengths and weak spots stand out, and you see where the brand sits in the category and how it moves over time.

Innovative

Exclusive

High Quality

Trustworthy

Affordable

Inclusive

Genuine

Creative

Nova
Brand A
Brand B

Market Landscape

What buyers in the category are looking for, grouped into demand spaces. You see how large each space is, which brands sit closest to it and where demand is left open.

Marketing Effectiveness Funnel

Links media to results. Ad Recognition shows whether your advertising is noticed and attributed to your brand, and Share of Wallet how much of your customers' category spending you capture, both measured against competitors.

Segment Analysis

Every KPI broken down by segment, such as age, gender, region, category buyers or your own customers. You see where your brand is strong, where it is missing and what each group is looking for.

Campaign Tracking

Whether a campaign moved what it was meant to move. Ad Recognition and brand link show if it was noticed and attributed to you, and the KPIs before and after show its effect on consideration and new customers, wave by wave.

Customer Satisfaction (NPS)

How satisfied your customers are, compared with competitors' customers: NPS, the split into promoters, passives and detractors, and what separates promoters from detractors.

NPS

+38

+6vs last period

Share of promoters minus share of detractors.

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Brand tracking metrics

The standard metrics, measured the same way wave after wave and grouped into the funnel and what customers do.

Metric

Group

Definition

Awareness (Top of Mind)

Share who think of your brand first, without being shown any brands

Awareness (Unaided)

Share who name your brand without a prompt, a test of how easily it comes to mind

Awareness (Aided)

Share who recognise your brand in a list of brands, a measure of how many people know it

Consideration

Share who have your brand on their short list

Preference

Share who prefer your brand over the other brands they consider

Ad Recognition

Share who recognise your recent advertising and link it to your brand

Penetration

Share who bought or used your brand in the last 12 months

NPS

Share of promoters (9-10) minus share of detractors (0-6) among your customers

Share of Wallet

Your share of what your customers spend in the category

Share who think of your brand first, without being shown any brands

Share who name your brand without a prompt, a test of how easily it comes to mind

Share who recognise your brand in a list of brands, a measure of how many people know it

Share who have your brand on their short list

Share who prefer your brand over the other brands they consider

Share who recognise your recent advertising and link it to your brand

Share who bought or used your brand in the last 12 months

Share of promoters (9-10) minus share of detractors (0-6) among your customers

Your share of what your customers spend in the category

Brand Signal also reports conversion through the funnel and brand position.

How the brand tracking data is collected

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

1. Survey design

Each wave follows the same core questionnaire, with neutral wording, randomised answer options and adaptations for each market. Rating scales are kept few, with more select-and-rank questions, so people stay engaged wave after wave and movements can be compared over time.

2. Sample & fieldwork

Respondents are recruited through all major research panels, with broad and niche recruitment and quotas stratified by age, gender and region in each market. Responses from every market and wave go 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 the population on age, gender and region, with weights kept as low and stable as possible. The same models run in every wave, so results stay comparable. At 750 interviews a share carries a margin of error of about ±3.6 points, narrower on rolling averages.

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.

Brand tracking, segmentation and positioning in one model

The KPIs, the segments and the position map all come from the same respondents, so each can be read against the others. Here is how that works for a fictional brand, Nova, from where it stands today to where it wants to be.

Start with where the brand stands

43% of category buyers recognise Nova and 18% would consider it, ranking it 20th and 21st of 81 brands. Both are up three points on the last period.

Every KPI with rank and change

See the market around it

The same respondents show where every brand sits in the category. Nova owns Innovative, and the segments show which buyers' needs sit where.

Demand spaces and segments from the same survey

Test the move you want to make

The strategy is to keep Innovative and add an Exclusive edge. The pre-test shows the first film reads as Genuine, off strategy, so it is reworked. The post-test shows the new film moving toward the wanted position.

Pre-test and post-test on the same map

Track the move after launch

Quarter by quarter, the tracker shows whether the brand is moving where the strategy wants it. Nova went from Creative into Innovative in five quarters and is now heading for the wanted position.

Read the direction over several quarters

01
Start with where the brand stands
43% of category buyers recognise Nova and 18% would consider it, ranking it 20th and 21st of 81 brands. Both are up three points on the last period.
- Every KPI with rank and change
02
See the market around it
The same respondents show where every brand sits in the category. Nova owns Innovative, and the segments show which buyers' needs sit where.
- Demand spaces and segments from the same survey
03
Test the move you want to make
The strategy is to keep Innovative and add an Exclusive edge. The pre-test shows the first film reads as Genuine, off strategy, so it is reworked. The post-test shows the new film moving toward the wanted position.
- Pre-test and post-test on the same map
04
Track the move after launch
Quarter by quarter, the tracker shows whether the brand is moving where the strategy wants it. Nova went from Creative into Innovative in five quarters and is now heading for the wanted position.
- Read the direction over several quarters

One competitor set behind every number

Brand Signal tracks every brand people choose between in your category. The same list runs through every method and every source, so each number is read against the same competitors.

Tracking, segmentation, positioning and campaign tests use the same respondents and the same brands. Run as separate projects, each with its own brand list, they cannot be read in order: a segment from one study has no place on the map from another.

A preview of brand tracking in Brand Signal

An example with a fictional brand, Nova, that you can click through. Every KPI shows its rank among 81 brands and the change since the last period. In the platform you filter each view by wave, segment and market.

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Behaviour per brand
Brand	Bought, last 12 months	Bought most often	Would buy again
Northwind	13%	8%	17%
Kestrel	11%	6%	14%
Solace	9%	5%	13%
Brightway	8%	5%	11%
Nova (your brand)	7%	4%	10%
Fjordel	5%	3%	7%

NPS per brand
Brand	NPS Score	Promoters	Detractors
Nova (your brand)	38+1	52%	14%
Kestrel	34−3	53%	19%
Fjordel	22−10	38%	16%
Brightway	8−10	26%	18%
Northwind	4+6	34%	30%
Solace	−13−11	28%	41%

Different roles, same data

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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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

What clients say about Brand Signal

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.

110+ energy brands tracked every month since January 2022, with 9,000 interviews a year in Sweden.

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70+ beauty brands and 30+ retailers tracked since January 2024, with 4,000+ interviews per market a year.

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60+ fundraising organisations tracked since 2022, with 6,000+ interviews a year.

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The same platform for your own category, built around your market, competitors and audiences. History builds from the first wave.

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Common questions about brand tracking

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.

With a brand perception survey repeated on a fixed cadence. Every month a representative sample says which emotional and functional qualities they link to each brand in the category. Each brand's associations are compared with the other brands in the category, so you see where it stands out and where it falls behind, and the answers are weighted to the population so results compare from wave to wave.

The funnel: Top of Mind, unaided and aided awareness, consideration and preference, plus Ad Recognition for advertising. What customers do: penetration, NPS and Share of Wallet. Brand Signal also reports how the brand is perceived next to competitors, conversion through the funnel and brand position.

Often enough to see a change before the next decision. Brand Signal runs monthly waves, so a campaign or a competitor move shows up in the next wave rather than in next year's study.

Brand Signal uses all major research panels, with sampling designed around the relevant population in each market. The number of interviews is set per category, up to 750 a month per market. At 750 interviews, a share carries a margin of error of about ±3.6 percentage points, and rolling averages narrow it further. Every wave is quality checked and weighted to the population on age, gender and region before analysis.

Brand Signal covers the full competitor set, every brand people choose between in the category, rather than a short list chosen upfront. The same list is used in every source, so you see where your brand sits, how brands compete for demand and where positions may be open. Exact coverage depends on the category and market.

Yes. Brand health tracking and brand tracking are two names for the same work: measuring a brand's awareness, consideration, preference and associations over time on a representative sample.

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.

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.

Brand tracking asks a representative sample what they think of your brand, while social listening analyses what people write 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.

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Brand tracking that shows what moves brand perception

What brand tracking and brand perception mean