BRAND & CAMPAIGN RESEARCH THAT REVEALS WHAT DRIVES YOUR BRAND.
Your brand develops through everything people see, experience, and choose. Brand & campaign research connects these indicators. This way, you see where your brand gains ground, what campaigns contribute to this, and which marketing investments deserve your next step.
FROM BRAND POSITION TO MARKETING CHOICE.
High awareness, strong campaign figures, or growing sales each tell part of the story. The interesting question lies in the connection between them.
That’s why we look at brand, creative, media, and commercial results in conjunction. You track how your brand develops, test communication before budget is deployed, and measure what campaigns and media channels actually contribute afterwards. This gives you insight into the movement behind the KPIs and helps you decide where to focus next.
Who is
this for?
Your brand KPIs are moving, and you want to know why.
You observe changes in awareness, consideration, mental availability, or purchasing behaviour. You want to understand the origin of this movement and how your position compares to competitors.
You invest in campaigns and want to know what they build.
Reach and recognition are known. Now you want to know if the campaign also changes something for your brand and what role media and creative play in this.
You need to choose where the next marketing budget goes .
Creative, media, and brand building all require investment. You want evidence of what works, where effect is lacking, and which choice justifies the next pound.
FROM BRAND TO CAMPAIGN.
AND BACK AGAIN.
A campaign begins with what you want to achieve for your brand. This is followed by decisions about creative, media, and budget. Once the campaign is live, new information emerges: who was reached, what resonated, what changed for the brand, and what did we see in sales?
By connecting these steps, every campaign also becomes input for the next.
BRANDTRACKER.
Track purchasing behaviour, buyer profiles, mental availability, and competitors over time. This shows you where your brand is strengthening and where it is losing ground.
CREATIVE TESTING.
Test creative before the media budget is spent. Discover what gains attention, which message lands, and whether the execution is linked to the correct brand.
CAMPAIGNTRACKER.
Connect actual media exposure with campaign response and brand KPIs. This shows you who you reach, how the campaign lands, and what that contact changes for your brand.
MARKETING MIX MODELLING.
Link media spending to sales and unravel the contribution per channel. This shows you which investments have a commercial effect and where a different budget allocation is promising.
WAT DEZE AANPAK
OPLEVERT.
Merkontwikkeling en campagne-effect zijn geen losse meetmomenten. Wat je over je merk leert, geeft richting aan communicatie. Wat je campagne vervolgens doet, levert nieuwe informatie op voor je merk- en mediastrategie.
Door die indicatoren samen te bekijken, zie je waar effect ontstaat en waar het weglekt. Daarmee wordt onderzoek onderdeel van de marketingcyclus, in plaats van een evaluatie achteraf.
Our research specialist
is happy to assist you.
Look at
the full effect
Brand in the context
of the market.
Track your brand alongside competitors and examine purchasing behaviour and mental availability. This gives meaning to movement in your KPIs.
Creative before
media investment.
Test communication while there is still room for improvement. This way, you know which elements require attention before the campaign goes live.
Exposure linked
to brand effect.
Look beyond reach and recognition. Connect campaign contact to brand KPIs and see what changes after exposure.
Sales linked
to media.
Use Marketing Mix Modelling to connect media spending to sales development and distinguish channel effects from other influences.
Every measurement
ends in a choice.
Determine what you want to retain, change, or stop. This way, the outcome becomes input for the next campaign, media allocation, or brand decision.
Our solutions.
Brand growth tracker.
Track purchasing behaviour, mental availability, and competition to see where your brand is growing or losing ground.
campaign
Campaign growth predictor.
See who your campaign reaches, how it lands, and what exposure changes in relevant brand KPIs.
campaign
Creative growth predictor.
Test creative expressions before going live and discover which execution offers the strongest foundation for your campaign.
campaign
Brand growth modeller.
Reveal which media channels contribute to sales and where your budget has a demonstrable effect.
campaign
In practice.
What is brand & campaign research?
Brand & campaign research connects the development of your brand to what communication and media change within it. You look at brand position, creative, campaign exposure, brand effect, and, where relevant, sales. This way, you evaluate a campaign in the context of what you want to achieve for the brand.
What is the difference between Brand Tracker and Campaign Tracker?
Brand Tracker monitors how your brand and competitors develop over time, for example, in purchasing behaviour and mental availability. Campaign Tracker focuses on a specific campaign and connects exposure to campaign response and brand KPIs. Together, they show how your brand moves and what role campaigns play in this.
When should you test a campaign: before or after going live?
That depends on the decision you want to make. Before going live, you use Creative Testing to refine creative while adjustments are still possible. During or after the campaign, CampaignTracker measures what exposure has changed. This way, you use each phase for a different choice.
How do you measure if a campaign has truly had an effect?
Reach and recognition are not enough for this. You want to connect campaign exposure to changes in relevant brand KPIs and, depending on the question, to sales. CampaignTracker visualises brand effect. Marketing Mix Modelling helps to model the contribution of media channels to sales.
When do you use Marketing Mix Modelling?
Marketing Mix Modelling is relevant when you want to know which part of sales development is related to different media channels. The model also takes into account other factors, such as promotions, seasonal patterns, and trends. This provides a basis for the next allocation of your media budget.
WHAT MOVEMENT LIES BEHIND YOUR MARKETING FIGURES?
A lot of data does not automatically clarify the choice. A research specialist helps you determine which connections you need to make to see where brand, campaign, and media truly make a difference.
