BRAND & CAMPAIGN RESEARCH THAT REVEALS WHAT DRIVES YOUR BRAND.
Your brand evolves through everything people see, experience and choose. Brand and campaign research brings these signals together. It shows where your brand is gaining ground, how campaigns contribute and which marketing investments should shape your next move.
FROM BRAND POSITION TO MARKETING DECISIONS.
High brand awareness, strong campaign results and growing sales each tell part of the story. The more interesting question is how they relate to one another.
That is why we look at brand, creative, media and commercial performance together. You can track how your brand develops, test communications before committing budget, and measure the actual contribution of campaigns and media channels. This reveals the drivers behind your KPIs and shows you where to focus next.
Who is
this for?
Your brand KPIs are changing, and you want to understand why.
You see changes in awareness, consideration, mental availability or purchasing behaviour. You want to understand what is driving them and how your position compares with that of your competitors.
You invest in campaigns and want to know what they are building for your brand.
You know the reach and recognition figures. Now you want to understand whether the campaign is also making a difference to your brand, and the role media and creative play in that.
You need to decide where to allocate your next marketing budget.
Creative, media and brand building all require investment. You want evidence of what works, where performance falls short and where the next euro is best spent.
FROM BRAND TO CAMPAIGN.
AND BACK AGAIN.
A campaign starts with what you want to achieve for your brand. Decisions about creative, media and budget follow. Once the campaign is live, new information becomes available: who was reached, what resonated, what changed for the brand and what impact did we see in sales?
By connecting these stages, every campaign provides insight for the next.
BRANDTRACKER.
Track purchasing behaviour, buyer profiles, mental availability and competitors over time. This shows you where your brand is growing stronger and where it is losing ground.
CREATIVE TESTING.
Test creative before committing media spend. Find out what captures attention, which messages resonate and whether people associate the execution with the right brand.
CAMPAIGNTRACKER.
Connect actual media exposure with campaign response and brand KPIs. This shows you who you are reaching, how the campaign is received and the impact that exposure has on your brand.
MARKETING MIX MODELLING.
Link media spend to sales and isolate the contribution of each channel. This shows which investments have a commercial impact and where reallocating budget offers potential.
WHAT THIS APPROACH DELIVERS.
Brand development and campaign impact are not isolated measurement points. What you learn about your brand guides your communications. What your campaign then achieves provides new insight for your brand and media strategy.
By looking at these indicators together, you can see where impact is created and where it is lost. This makes research part of the marketing cycle, rather than an evaluation conducted afterwards.
Our research specialist would be happy
to discuss this with you.
See the
full impact.
Your brand in its
market context.
Track your brand alongside its competitors and look at purchasing behaviour and mental availability. This gives context to changes in your KPIs.
Creative before
media spend.
Test communications while there is still time to improve them. This shows you which elements need attention before the campaign goes live.
Exposure linked
to brand impact.
Look beyond reach and recognition. Connect campaign exposure with brand KPIs to see what changes afterwards.
Sales linked
to media.
Use Marketing Mix Modelling to link media spend to sales trends and distinguish channel effects from other influences.
Every measurement
leads to a decision.
Decide what to continue, change or stop. This turns the findings into input for your next campaign, media allocation or brand decision.
Our solutions.
Brand growth tracker.
Track purchasing behaviour, mental availability and your competitors to see where your brand is growing or losing ground.
campaign
Campaign growth tracker.
See who your campaign reaches, how it is received and how exposure affects relevant brand KPIs.
campaign
Creative growth predictor.
Test creative executions before launch and identify which one provides the strongest foundation for your campaign.
campaign
Brand growth modeller.
Identify which media channels contribute to sales and where your budget has a demonstrable impact.
campaign
In practice.
Wehkamp
Bol
What is brand & campaign research?
Brand and campaign research connects the development of your brand with the impact of communications and media. It considers brand position, creative, campaign exposure, brand impact and, where relevant, sales. This allows you to assess a campaign in the context of what you want to achieve for the brand.
What's the difference between Brand Tracker and Campaign Tracker?
A Brand Tracker monitors how your brand and its competitors develop over time, for example in terms of purchasing behaviour and mental availability. A Campaign Tracker focuses on a specific campaign, linking exposure to campaign response and brand KPIs. Together, they show how your brand is changing and the role campaigns play in that development.
When should you test a campaign: before or after going live?
That depends on the decision you need to make. Before launch, use Creative Testing to refine the creative while changes can still be made. During or after the campaign, Campaign Tracker measures what has changed following exposure. Each phase therefore supports a different decision.
How do you measure whether a campaign has really had an effect?
Reach and recognition alone are not enough. You need to link campaign exposure to changes in relevant brand KPIs and, depending on the question, to sales. CampaignTracker measures the impact on your brand, while Marketing Mix Modelling helps determine how individual media channels contribute to sales.
When do you use Marketing Mix Modelling?
Marketing Mix Modelling is relevant when you want to understand how much of the change in sales is associated with different media channels. The model also accounts for other factors, such as promotions, seasonal patterns and trends. This provides evidence to inform your next media budget allocation.
WHAT IS DRIVING THE CHANGES IN YOUR MARKETING METRICS?
More data does not automatically make the decision clearer. A research specialist helps you identify the connections that matter, so you can see where brand, campaign and media are genuinely having an impact.
