Effortless Evolution: Transforming Brand Tracking

Measuring and monitoring brand impact has become increasingly complex, a challenge that traditional tracking programs often fail to address. This was the issue for a leading financial services brand who relied on a syndicated tracking service. As their business grew, they needed more targeted and actionable data integrated into their sales and marketing cycles. A new tracking program had to be implemented swiftly, meeting the diverse needs of the organization without causing disruption.

To transform this approach,Vital Findings led a collaborative design process involving a wide range of stakeholders, including strategy, media planning, and sales teams. With their input, a new questionnaire and sample plan were aligned around shared KPIs. Supportive program elements, such as qualitative dips, custom modeling, and flexible lines of questioning from wave-to-wave, provided both fluidity and depth.

The study launched to positive internal reviews, immediately replacing the syndicated work. The new insights generated energy and debate within the company. With actionable data on sales and brand performance, tracking insights are now integral to quarterly strategy and leadership meetings. The transition was completed within a single cycle, and no stakeholders have since requested or reviewed the syndicated data.

“We are now two waves into our new tracker with Vital Findings and are more than happy with the progress to date. Vital Findings’ continuous support and partnership ensure the insights and process are exactly what we are looking for.” – Director, Consumer Insights