Brandspeak delivers B2C and B2B brand tracking research in the UK and worldwide, including multi-country market research programmes. Our brand trackers enable organisations to understand brand health, diagnose performance issues and identify growth opportunities across markets.
Our clients operate in competitive and fast-moving environments, including FMCG, technology, financial services and professional services.
Internal stakeholder confidence in your brand can lag well behind marketplace sentiment, as consumer perception and behaviour typically start shifting long before changes show up in your sales figures.
By monitoring metrics such as awareness, perception, relevance, distinctiveness and loyalty over time, brand tracking ensures we can detect such movements while there's still time to act on them.
We build every tracker around your brand's actual funnel, rather than a generic template, so we can capture exactly what is driving preference and purchase for your category and your brand. Our approach works as well for a B2B brand tracked among hundreds of potential buyers as it does for a mass-market B2C brand tracked among thousands. For brands that want to connect tracking directly to commercial outcomes, GrowthTrack, our advanced brand tracker, links brand measures to acquisition, retention and switching.
However, brand tracking still only earns its place if the findings are actionable. That is why our reporting ties the metrics back to the underlying causes - in your brand's positioning, communications and experience delivery.
Brand tracking provides the continuous insight required to underpin decision-making with regard to your brand, your target audience, your communications and the experience you provide your customers.
Awareness, perceptions, associations and distinctiveness all shift as markets move, and tracking shows exactly how. It highlights where equity is building or eroding, so brands can prioritise the improvements that actually drive brand health, relevance, preference and long-term growth.
Some campaigns move brand metrics more than others, and tracker diagnostics show clearly how each is performing. Knowing which messages, channels and campaigns land best enables organisations to refine marketing strategy iteratively to improve ROI.
Competitor moves and category shifts rarely announce themselves: rising awareness for a rival, your brand's association quietly turning from "reliable" to "outdated," a new entrant eating into purchase intent. These signals surface in the tracker long before they show up in sales figures. Continuous tracking is a moving picture that catches threats early enough to act on.
Target audience needs, attitudes and behaviours shift gradually, then all at once. A single survey catches a moment in time but cannot tell you whether a shift is passing or permanent. Only repeated tracking can identify significant brand issues and opportunities.
Where required, Brandspeak begins with qualitative research to understand target audience motivations, perceptions and behaviours in depth. This foundational work ensures the subsequent tracker questionnaire is based on what actually matters to the market, rather than on assumption. The tracker itself is a robust quantitative instrument, run consistently over time to deliver reliable data and meaningful commercial insight across all markets.
When asked directly, people often give considered, rationalised answers that mask how they actually feel about a brand. Implicit testing measures reaction times and automatic associations to capture attitudes and emotional responses before conscious reasoning shapes them.
Run at scale within the tracker, it provides evidence that is both more reliable and harder to bias than standard survey questions.
Desk research, often combined with qualitative research, provides the market context that shapes the tracker itself, identifying trends, competitor activity and regulatory or category developments before fieldwork begins. This grounding ensures the tracker is designed to measure what matters most, rather than assumptions about the landscape your brand operates in.
Tracking data identifies where issues and opportunities lie, but deciding how to respond is best done together. Workshops bring stakeholders, and sometimes consumers, into a collaborative forum to interrogate the findings, stress-test existing ideas and develop new concepts grounded in evidence rather than instinct.
Tracking data shows what is happening to brand metrics over time, but not necessarily why. Modelling and analytics take that data further, uncovering the specific drivers and opportunities behind the numbers.
Brandspeak develops bespoke global brand tracking programmes that combine rigorous measurement, competitor benchmarking and real-time reporting, helping organisations monitor performance, diagnose issues and guide long-term brand strategy with confidence.
As a full service market research agency we support research in 40+ global markets, working with native-speaking moderators and trusted in-market partners to ensure cultural accuracy and insight quality. Wherever your audience is, we can reach them and deliver insight that drives better decisions.
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As one of the UK's most experienced market research agencies, Brandspeak brings scale, consistency, and depth to every project.
Years of Brand Tracking Experience
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We worked with Brandspeak on a brand awareness project and we were extremely pleased with the quality of service and the process. They understood the complexity of the briefs and asked plenty of questions to make sure they fully understand the objectives. They interacted with all levels of people in our business and understood the differences within the market and suggested ways to tie the research together so it was still comparable. The results were delivered with easy to digest summaries that could be used across the business. We would highly recommend using them.
Lauren Williams
Very informative, easy to work with and a really friendly team. I would recommend Brandspeak to help any business grow. They are great quality for money, help niche sectors and present their findings in an understanding manner. They have provided a brand review, market review post-covid to ensure we are still up to date, along with two very valuable website reviews. Working with them for qualitative and quantities research has a been fantastic for us. Thank you for all your help!
Sarah Twist – Marketing Manager
It's been an absolute pleasure to work with Brandspeak on our qualitative assessment of different ads across 5 EU markets. Throughout this project, Brandspeak have been expert, professional and so flexible with our requirements and timings. The research analysis that they provided us with was extremely valuable and insightful. I look forward to working with them again – highly recommend!
Zanya Fahy
Great service from Brandspeak – highly recommend for thoughtful and detailed brand measurement and tracking.
Georgie Burks, Brand Marketing Lead
Brandspeak have been fantastic to work with. They are a very professional agency who really understand the importance of quality research. Their team were very responsive, knowledgeable and easy to work with and provided us with excellent insights.
Mark Wilson
We wanted to understand how elements of our brand were perceived by consumers and identify opportunities where we could make improvements. Brandspeak clearly understood the brief and worked closely with us to develop a research approach that would answer our questions. The insight has been used to inform the development of our creative and also applied to other areas of our marketing communications. It was a pleasure to work with Brandspeak.
Strategy & Insight Manager | Animal Friends Insurance
Brandspeak helped us with getting invaluable market insights! They showed great flexibility and professionalism throughout the entire process and provided us exactly with the results we needed. I would recommend working with Brandspeak to anyone and anytime.
Tom Suberg
From the moment I contacted Brandspeak I can't thank Jeremy and his team enough. Offering a professional approach they took the time and effort to make the whole process easy and effortless. I highly recommend Brandspeak and look forward to working with them again in the future.
Verity Kimber
From their initial proposal they displayed an understanding of financial services and a clarity of thinking that made them stand out. Since then they have consistently delivered to demanding timescales. But what really sets them apart are their actionable and business focused recommendations which give them the credibility to influence senior internal stakeholders. I have really enjoyed working with them and look forward to doing so again.
Leading life and pensions provider
It is always a pleasure – and a relief! – to work with researchers who get the whole thing – effortlessly... a heartfelt thanks.
DLKW
With offices in London, Bristol, and Birmingham – and partners across the world – we provide global reach with local expertise. Our team is ready to discuss your business challenge and show you what's possible with the right insights.
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