Service 04 · longitudinal
Brand Tracker
Positioning measured wave after wave on the same panel. Keeping the sample fixed means the movement you see belongs to the market and not to the method, which makes it possible to attribute change to what you did during the quarter.
- Cadence
- Quarterly
- Sample per wave
- n ≥ 200
- Panel
- Fixed, verified
- Deliverable
- Dashboard + wave
When to use it
When sustained investment has to be justified by someone
A tracker turns the budget conversation into an evidence conversation. It shows whether investment moved recall, consideration and declared prescription, and in which segment that movement happened.
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Did my campaign move recall or only reach?
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Am I gaining ground against competitors, or did the whole market grow?
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Which brand attribute strengthened, and which still has not moved?
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How long does a marketing action take to show up in declared prescription?
Methodology
Fixed panel, stable instrument, comparable reading
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Wave 01
Baseline
First full measurement, fixing definitions, segments and competitive set. Everything that follows is compared against this reference.
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Each wave
Collection
Same instrument, same quotas and same panel, with controlled replacement of natural attrition so comparability is not broken.
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Each wave
Control
Case audit, internal consistency review and significance testing on every variation against the previous wave.
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Each wave
Reading
Report that separates significant movement from sampling noise and cross-references it with the period's marketing actions.
A three-point variation with n = 200 is rarely significant. The report says so explicitly instead of celebrating noise; that is the difference between a useful tracker and a pretty chart.
Deliverables
What you receive
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Dashboard with historical series
A dynamic dashboard with all waves in one environment: filters by sector, institution, specialty, region and time period, with export of any cut.
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Wave report
What moved, whether the movement is statistically significant and which action of the period explains it.
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Competitive read
Your evolution against each competitor in the set, not just your own line over time.
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Break alert
Immediate notice when an indicator breaks its trend, without waiting for the quarterly report.
Frequently asked
What clients usually ask
- How often should we measure?
- Quarterly in active markets; semi-annually if the category moves slowly. Measuring more often than the market changes only adds cost and noise.
- What happens if I change agency or message?
- The break point is marked in the series and the instrument is kept. Changing questions mid-series is the fastest way to lose comparability.
- Can it integrate with Targeting?
- That is its natural form. Inside Targeting the tracker shares sample with the universe and habit modules.
- Can we start mid-year?
- Yes. The first wave is always the baseline, whatever month it runs in.
Request a proposal
Tell us the indication, the physician audience and the date you need the result. We respond with design, sample, timing and price.