The Challenge
A consumer goods company required a rolling 6-month brand equity tracker across US, UK, Germany, and Australia. 4 quarterly waves of 500 consumers per market. Consistent sample sourcing and questionnaire methodology across waves required.
Our Approach
CAWI tracker design with consistent panel sourcing across 4 waves. Brand funnel metrics: unaided awareness, aided awareness, consideration, preference, NPS. New respondents each wave (non-repeat). SIDAC applied consistently for inter-wave data integrity.
Results
8,000 total completes across 4 waves. 100% sample consistency criteria met. Brand momentum analysis delivered after wave 3 and 4.
Client Outcome
Tracker identified a 12-point unaided awareness increase in Germany following a regional campaign. Client attributed this to the tracker data and renewed the research programme for a second year.
Project Specifications
- Markets Covered: United States, United Kingdom, Germany, Australia.
- Audience Recruited: Consumers aged 18-65 (500 per market per wave).
- Tracked Funnel: Unaided awareness, aided awareness, consideration, NPS.
- Setup: Longitudinal non-repeat sample configuration.
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