Services

Brand & Market Tracking

Elevate Your Brand Tracking to Enhance Your Market Performance

There is no more important stream of market insights than a smooth-running, state-of-the-art tracking program able to provide a clear view of a brand and its competitive environment. Tracking needs to be strategic as well as reliably diagnostic, and it requires periodic reevaluation to ensure that expectations are being fully met. Often, they’re not.

A common complaint is that tracking programs don’t supply the insight needed to make critical brand decisions. Survey numbers may not be fully mined for strategic implications, and the challenges of data integration can stand in the way of achieving a coherent, whole-of-the-brand perspective.

Tracking That’s Sensitive, Integrative, Strategic

NAXION is well-known for highly effective brand tracking programs that are insight-rich and forward-looking, with the tools to distinguish signal from noise and seasoned consultation to guide high-impact decisions. The tracking programs we design are built on four sturdy pillars that support our distinct value as a firm: industry-leading methodological expertise, high standards of operational excellence, a consistent level of senior oversight, and strategy guidance from seasoned brand consultants. We build global programs for brands of all kinds – from consumer to B2B – and we make expert use of powerful modeling tools to identify and quantify critical market levers.

  • Identification of “North Star” metrics in full alignment with brand strategy
  • Well-crafted survey instruments that align with objectives and optimize respondent experience
  • One of the industry’s most powerful platforms – nimble and easy to use but ready-built for heavy lifting and custom analytics
  • The ability to integrate seamlessly with platforms already in place
  • Tight management of multinational programs and sensitivity to regional context in assembling global views
  • AI-guided data integration to build a comprehensive brand picture
  • A suite of powerful predictive modeling tools that link KPIs to business outcomes and identify critical market interventions
  • Proprietary desktop applications like Parsion® and other apps built to order for advanced diagnostics
  • Consistent operational excellence to the highest standard of ISO certification

The Clarity and the Counsel to Empower Bold Decisions

Data interpretation is guided by seasoned brand consultants to deliver strategic guidance, not just numbers on tap, and conveyed through clear and compelling storytelling to ensure that insights are  effectively socialized throughout the organization. We collaborate closely with clients to develop reporting conventions and templates that enhance internal communications.

Our guidance focuses attention on the “So whats?” and “What-nows?”, with well-considered points of view about the actions that need to be taken to deliver on the brand promise.

Smooth Transition to a State-Of-The-Art Program

Even if a tracking program is not getting the job fully done, concerns about discontinuity can discourage the team from retooling to upgrade insights. When your tracking program is ripe for change – whether just modest adjustments or a more significant overhaul – NAXION brings a systematic approach to transition management that helps teams understand the benefits of redesign and mitigate organizational anxiety about the risks. We implement bridge surveys to manage data discontinuity, and we create a careful rollout plan that gives stakeholders confidence they won’t lose sight of critical trends.

If you’re wondering whether you can improve on what your tracking program is doing – or what you’re doing with it – we’re here to help.