Brand tracker
A recurring survey that measures awareness, consideration, usage and perception of a brand and its competitors.
A brand tracker is the classic always-on study. The same questions go to a fresh sample every week, month or quarter. It is often the largest line in an insights budget and the least acted on.
An insights engineer rebuilds the tracker as a read that explains its own movements. A shift in consideration gets linked to the campaign, price change or competitor action that caused it.
Related terms
Part of the insights engineer definition hub.