What is brand tracking research?

Brand tracking research is an ongoing or repeated research programme used to measure how a brand is performing over time. It typically covers metrics such as awareness, consideration, usage, perception, trust and preference, and helps teams understand what is changing and why.

How often should brand tracking be conducted?

That depends on your category, pace of change and planning cycle. Some brands need always-on tracking or monthly reads, while others benefit from quarterly or wave-based programmes. The right cadence is the one that gives you useful evidence without creating noise.

What metrics are typically included in brand tracking?

Most brand trackers include awareness, consideration, usage, preference and perception measures. Many also include trust, relevance, differentiation, reputation and drivers of choice. The right mix depends on what your business needs to monitor and act on.

What is the difference between brand tracking and campaign tracking?

Brand tracking focuses on the health and movement of the brand over time. Campaign tracking is more focused on the performance and effect of specific communications or media activity. The two can work well together, but they answer different questions.

Can brand tracking be conducted across multiple countries?

Yes. Brand tracking can be run across multiple countries or regions, with a consistent core framework and local adaptation where needed. This is especially useful for brands that need a comparable view of performance across markets.

Is brand tracking suitable for B2B companies?

Yes. Brand tracking is just as valuable in B2B as in B2C when it is built around the right audiences, decision journeys and category context. In B2B, it can be especially useful for understanding familiarity, consideration, trust and competitive standing.

What do clients receive after each tracking wave?

Outputs vary by programme, but often include dashboards, KPI scorecards, trend views, segment cuts, competitor benchmarks, executive summaries and debriefs focused on the decisions the findings should inform.

Market Research Agency: How to Choose the Right Research Partner

Choosing a market research agency is not just about finding someone to run a survey, focus group or set of interviews. The right partner helps you understand the decision you need to make, the evidence needed to support it, and the most practical way to get there.

At Skopos, we help organisations make clearer decisions across brand, customer, product, communications and market opportunity challenges — using research that is designed around the business question, not just the methodology.

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What does a market research agency do?

A market research agency helps businesses understand customers, markets, competitors and opportunities through structured evidence. That might involve surveys, interviews, focus groups, online communities, desk research, behavioural data, or a combination of methods.

The best research agencies do more than collect responses. They help frame the right question, choose the right method, interpret the findings, and turn evidence into practical next steps.

For some organisations, that might mean using brand tracking research to understand awareness, consideration and brand performance over time. For others, it may involve customer segmentation to identify different audience groups, or CSAT and NPS research to understand satisfaction, loyalty and retention risk.

Research can also support bigger strategic decisions, such as market entry research when exploring a new country, sector or audience, or concept and product testing when deciding which ideas have the strongest potential before launch.

When should you use a market research agency?

Market research is most useful when a business decision carries risk, uncertainty or investment. It can help when you are launching something new, exploring market entry research, repositioning a brand, improving customer experience, testing communications through ad and creative testing, reviewing pricing and value, or trying to understand why performance has changed.

Typical moments include:
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Launching a new product or service
Entering a new market
Understanding customer churn
Measuring brand health
Testing advertising or creative ideas
Reviewing pricing and value
Segmenting customers
Exploring international opportunities
Understanding competitors
Improving customer experience

Types of market research agencies provide

Brand Research

Understand awareness, perceptions, consideration, positioning and brand strength.

Customer Research

Explore customer needs, satisfaction, loyalty, journeys and decision-making.

Segmentation Research

Identify meaningful groups within your audience and understand how to reach them.

Product and concept testing

Test ideas before launch and understand which concepts have the strongest potential.

Pricing and value research

Understand willingness to pay, perceived value and price sensitivity.

Market entry research

Assess demand, competition, barriers and opportunities in new markets.

B2B research

Understand complex buying journeys, decision-makers and sector-specific needs.

Ad and creative testing

Evaluate whether communications are clear, distinctive, persuasive and on-brand.

Qualitative vs Quantitative Research

Qualitative Research

Explore the why.

In-depth interviews
Focus groups
Ethnography
Dairies & communities

Best for exploring attitudes, motivations & meanings.

Quantitative Research

Measures the what.

Surveys
Online panels
Conjoint & choice modelling
Data analytics

Best for measuring impact, size & segmentation.

What affects the cost of Market Research?

Research Objectives

Scope and complexity of the questions

Methodology

Qualitative, Quantitative or mix methods.

Sample requirements

Target audience size, quality & location.

Geographies

Number of markets and regions.

Project Timeline

Fieldwork duration & turnaround time.

Deliverables

Reporting depth & insights required.

Your research breif checklist

A clear brief helps us deliver better insights - faster.

What business decision do you need to make?
What do you already know?
What do you need to find out?
Who is the target audience?
How will the result be used?
What is the timelines & budget?

Why work with Skopos?

Senior-led, insight-driven, impact focused.

Strategic Partnership

We act as an extension of your team.

Methodological Excellence

The right methods for the right questions.

Global Reach, Local Expertise

High-quality data in 90+ countries.

Actionable Insights

Clear, compelling and decision-ready

Frequently asked questions

Answers to the burning questions in your mind.

Have a different question?

What does a market research agency do?

A market research agency helps businesses understand customers, markets, competitors and opportunities through structured research, analysis and interpretation.

When should I use a market research agency?

You should use a market research agency when you need evidence to support a business decision, reduce uncertainty or understand an audience more clearly.

What is the difference between qualitative and quantitative research?

Quantitative research measures what is happening at scale, while qualitative research explores why people think, feel or behave in a certain way.

How much does market research cost?

The cost depends on the audience, method, sample size, number of markets, length of research, reporting needs and timing.

How do I brief a market research agency?

Start with the decision you need to make, what you already know, what you need to learn, who you need to understand, and how the findings will be used.

Can Skopos conduct international research?

Yes. Skopos supports research across the UK, Europe and wider international markets, using methods shaped around the audience, category and business question.

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Skopos combines sharp thinking, disciplined research, and commercial judgement to help clients move forward with confidence.

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