Case Study · Always-on brand health tracking with driver analysis and dashboards
Building a first brand health tracker for a smart home technology brand
BrandSpark designed and ran the first brand health tracker for a smart home technology brand from 2020 to 2022. A fixed KPI core with a rotating five-minute module gave product and engineering teams a monthly line to consumers, and the program stayed in use across the brand's main growth period.
The Challenge
The brand had no prior brand data, no agreed KPI set and no benchmark for what good looked like. Teams held different definitions of brand health, the category moved quickly, and the tracker had to serve product and innovation teams as well as marketing.
Our Approach
The survey opened with a fixed core of brand KPIs held constant for trending, followed by a rotating module of about five minutes set by the product team. Sampling ran always-on with interlocking weekly quotas. Results rolled up monthly, through a live dashboard and short deck, and quarterly, through a longer deck for wider audiences. Correlation and regression analysis identified which perceptions drove mid-funnel and lower-funnel behaviour.
What the Research Found
- ›Driver analysis sorted brand perceptions into ones the brand could own, ones worth contesting against competitors, and ones better left to the category.
- ›Brand, product and engineering, marketing and senior leadership all used the results directly.
Outcome
The program stayed active and in use for more than two years, through the brand's main growth period.