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Benchmark/Tracking Studies
RESEARCH NEED: Pinpoint awareness, attitudes and present image of your company, along with that of selected key competitors, in order to establish baseline data, set communications goals and become capable of tracking campaign performance.
RECOMMENDATION:  Complete a benchmark study (Wave 1 of a series of tracking studies) among well-defined target audience influences in your market segments.
RESULTS GAINED:  Measure “top-of-mind” awareness of companies which come to mind (unaided) as well as the impact of theme lines/slogans.

Document familiarity with and opinions of key companies.

Isolate the image of key companies.

Determine association of claims / benefits / features with each key company.

Measure preferences in business relationships.

Document the memorability of advertising, direct mail, point-of-purchase and other marketing communications efforts.

Gain insight into the media preferences of various market segments.
   
ACTION STEPS:  Plan or revise marketing communications programs in order to achieve specific, measurable objectives, sometimes differing by segment.
 
METHOD:  In-depth telephone surveys, combining quantitative measures with qualitative probing.
 
Easy ways to get the answers you need.
 
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