Marketplace trackers are essential measures of the consumers’ pulse, but they are often commoditised and lack dynamism. Frequently reliant on yesterday’s norms, they seldom drive radical change to brand strategy.
Our approach has led to the re-allocation of $00’s millions global marketing activity budgets through a robust analysis of marketplace dynamics.
We have 3 guiding principles:
1. We don’t believe in monocles!
Market tracking should feed marketing strategy and its potential is much diminished if reported in isolation. Our triangulation with other internal and external data sources provides a perspective that none of your competitors can see.
2. We take a keen interest in competitors’ activities.
Consumers are rarely subject to the activities of an individual brand. The marketplace does not operate like a still pool where brands each take turns – all brands create ripples or splashes when they want. So the effects of your marketing activities can’t be judged solely through a single brand funnel but should also be assessed against the multiplicity of competitor activities and broader marketplace tectonics.
Cut-through depends not only on relevance and clarity of understanding by consumers but also upon the weight and variation of message from all competitors. Consumers don’t see delineated brands and ring-fenced categories in the ways that marketers do.
3. We ensure stakeholders get the information they need for decision-making.
The full potential of tracking can be thwarted by an oil-tanker-like adherence to process and reporting that distances end-users. In contrast we build-in maximum flexibility and speed of turnaround:
We have designed and managed hundreds of thousands of consumer interviews across the world.
Our hypotheses and reporting draw on internal sources (eg sales data or pricing mechanisms) and also external suppliers, including market research agencies, CRM warehouses, social media monitors, media agencies’ SOV and reach metrics, mystery shopping and distribution data providers.