Case Study · Brand health tracking with parallel testing
Modernizing a long-running brand health tracker without breaking the trend
BrandSpark took over a brand health tracker from a previous agency, rebuilt the survey and reporting, and used parallel testing to confirm the trend held. The client has renewed the program three times, with a two-year mandate each time, and BrandSpark has run it for six years.
The Challenge
The client wanted a modern instrument without breaking years of trend data. Stakeholder groups wanted different things from the tracker, the sample had to come from a defined, non-national geography, and many legacy KPIs had lost a clear purpose, so the tracker had drifted toward vanity metrics. The budget had to fund a better tracker at the same size.
Our Approach
Stakeholder sessions set priorities, then questionnaire workshops evolved the instrument while keeping selected historical sections for parallel testing. We added a familiarity metric, reformatted brand perceptions to support mapping and correlation analysis, and cut the scorecard to the core KPIs stakeholders agreed. Multiple panel partners ran in parallel with interlocking quotas to hold the regional targets.
What the Research Found
- ›Parallel testing confirmed trend continuity through the transition.
- ›The tracker identified a non-customer segment to target for growth.
- ›It gave the client knowledge of its customer base that internal surveys and its database did not provide.
Outcome
The tracker now informs campaign messaging and targeting. The client has renewed it three times, each with a two-year mandate.