Solution:
Brand health
You examine the health of your sales, your web traffic, your finances, but when was the last time you looked at the health of your brand? Your brand reputation can be your organisation’s most valuable asset but unlike revenue or sales, its strength can be harder to measure. That’s where brand health research comes in.
Brand health isn’t just about awareness; it’s about how you’re perceived, how much trust you evoke and how memorable you are amongst your target audience(s). Whether or not you’re recalled, preferred and chosen at the point of action is determined by the sum of many different parts – parts which combine to shape the health of your brand.
At DJS Research, we help organisations understand how their brand is truly performing in their market and sector. From awareness to perception, loyalty to advocacy, we monitor the vital signs that reveal whether your brand health is thriving, or is in need of a check-up.
In a nutshell, effective brand health research turns perception into hard data and actionable outputs. Results can boost confidence in brand effectiveness and, most importantly, can help organisations to strengthen their brand salience and resilience for the future.
Measuring awareness, perception, and loyalty
By evaluating recall, recognition, awareness, perception and loyalty, brand health research shows how your organisation is really seen by the people who matter most. It can reveal whether you’re front-of-mind or overlooked, whether customers trust you to deliver, and whether they’d recommend you to others. Brand health research can also benchmark performance against competitors, helping you understand where you stand in an often all too crowded marketplace. It can uncover new opportunities for differentiation and highlight risks early, before they damage reputation or growth.
Crucially, running a brand health campaign over time, through an ongoing tracker, enables you to see the impact of campaigns, product launches or any repositioning efforts. It can also provide sustained evidence to aid strategic decisions, from marketing investment to brand positioning, ensuring you’re not relying on instinct alone.
At DJS Research, we take a tailored, multi-method approach to brand health research, ensuring our insights are relevant, robust and actionable.
Quantitative surveys provide the backbone of our measurement, capturing metrics such as aided and unaided awareness, brand recall, recognition, associations, Net Promoter Score (NPS) and purchase intent. These can be delivered online, by phone or face-to-face, depending on your audience.
To go beyond the numbers, we integrate qualitative techniques such as focus groups and depth interviews. These help us explore the emotional drivers behind awareness and loyalty, unpicking values, associations, and the role your brand plays in people’s lives.
We also make use of digital and social listening tools, tracking share of voice, sentiment, and conversations across online channels. Where appropriate, we incorporate advanced models such as brand funnels, category entry points, and distinctive brand asset testing, frameworks that reveal how people encounter and choose between brands.
Flexible for one-off projects or ongoing tracking
Our size and structure mean we have the agility to conduct standalone projects for clients who wish to measure their brand awareness periodically, and the scale to establish, and lead, ongoing trackers to measure change over time.
At DJS Research, we understand that every brand has its own market context, competitive pressures, and audience behaviours, so every brand health study we deliver is bespoke. Our role is to design frameworks that reflect your reality and deliver insights you can act on immediately.
Unlike generic brand trackers, we take a sector-first approach. We build customised brand funnels and metrics around your audiences and competitors. For example, a brand in a low-choice market needs very different measures from one competing in a fast-moving consumer category.
Our analysis goes much deeper than topline reporting. We have the skills and expertise to employ advanced statistical techniques, selecting the appropriate methods to mine data and reveal hidden patterns which deliver actionable insight. From segmenting audiences to modelling equity and identifying the levers that drive loyalty, we identify the best analytical approach to understand the health of your brand.
Contact our team to discover how DJS Research can generate the actionable insight you need to understand and optimise your brand health.
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