Business challenge
Our client, a UK house builder, was planning to run a series of campaigns throughout 2023 to raise awareness of the brand, and subsequently increase consideration and purchase. They wanted to run a brand tracker study to measure brand awareness and perceptions throughout the year.
Our approach
We are running a quarterly brand tracker. It is an online survey speaking to recent buyers of new builds and those considering buying a new build in the next 18 months. We measure key metrics, including: awareness, consideration, purchase, brand associations, brand sentiment and awareness of any advertising campaigns.
We also include a flexible module, which allows our client to ask a set of ad hoc questions each wave to provide additional insights to any burning questions they may have within the business.
Outcome
Our analysis has proven the effects of the campaigns and which audiences they have been best at engaging with. We have provided guidance on the types of messaging that will resonate with customers/ prospects based on our drivers analysis, which has identified what drives trust, relevance and overall impressions.