Experience Echo. Brand tracking surveys for a digital-first world

‘Experience Echo’ is our people-centred approach to monitoring and boosting brand performance. A flexible research framework designed for brands seeking to grow in a digital-first world. Spanning the full and true picture of brand performance across Connection, Experience and Value.

A bespoke survey-based service for monitoring brand performance. With added value insight and director-level consulting to amplify opportunities to connect with audiences, enhance experiences and boost value. 

How brands grow has changed. Yesterday’s KPIs are outdated, they do not reflect what drives success in today’s digital-first world.

Today’s thriving brands focus on people and meeting their needs. They win loyal customers and market advantage by generating better outcomes, delivering enhanced experiences and creating more value than the competition.

But brand tracking studies typically focus on what the brand is saying, not what the target audience experiences or feels. With only this partial picture of brand performance, research can only deliver limited insight and the levers to pull to grow will be obscured.

If you’re a digital-first brand, a better approach to brand tracking is vital to understanding performance and finding opportunities.

Experience Echo

A dynamic and people-centred approach to brand tracking. Designed to track what matters in digital-first markets. Built for impact.

Designed for digital-first

You can’t track a digital-first brand’s performance like you would a food brand, a fashion brand or an automotive brand.

Our approach reflects how each digital-first brand grows, how they engage and add value, and their distinct competitive environments.

Focused on brand choice

We discover and focus on the key factors that drive brand choice in your market (spanning Connection, Experience and Value).

We pinpoint and help plug the gaps between customers’ desired outcomes (their Jobs-to-be-Done) and current brand performance.

People-centred brand view

Digital brands are defined by what people feel and say about them. Understanding the people behind the screens is crucial.

We help brands connect with this audience, identify how to better fulfil their needs and become their brand of choice.

Tracking the full spectrum of factors that influence brand choice in digital-first markets.

Like consumers themselves, we form a holistic picture of brand performance vs. the competition and vs. expectations. We go beyond generic brand KPIs. We cover the wider areas that impact momentum and adapt for your brand:

Brand Connection

Brand Experience

Brand Value

Brand Connection

01

Assess where users are on the adoption journey and the effectiveness of marketing at creating audience connections

Exploring the journey from discovery to take-up; is the brand known and appealing to potential users?

Example measures:

  • Awareness: Top of mind, Spontaneous, Aided

  • Knowledge: Familiarity with product offering

  • Engage: Experience of advertising, research, trial

  • Performance: Incl. Clarity, Appeal, Distinctiveness

  • Emotions: Likability and gut feelings towards brand

  • Adoption: Consideration & choice vs. competitors

Brand Experience

02

Understand usage, momentum, CX performance and the ability to enhance the user experience

How are consumers using the brand? How do they rate the experience? And how does it make them feel?

Example measures:

  • Usage: Channels, Features, Activities

  • Momentum: Frequency of use & changes

  • Experience gaps: Vs expectations / competitors

  • Performance: Ease of use, Features, Design & more

  • Enhances experience: Removes pain points

Brand Value

03

Identify how effective the brand is at meeting desired outcomes and building a loyal customer base who support the brand

How relevant and important is the brand to them? And how well does it meet category expectations?

Example measures:

  • Relevance: Delivers better outcomes

  • Category needs: Functional / Emotional / Social jobs

  • Importance: Would the brand be missed

  • Advocacy: Receiving and giving referrals

  • Loyalty: Would brand always be chosen

Delivered for impact.

We go beyond simplistic brand funnels and dashboards. We discover and amplify brand opportunities. We bring customers’ brand perceptions, experiences and needs to life.

Custom & Flexible

Projects & programmes aligned to the unique needs of your brand.

Full-service not DIY

Added value at every step from our experienced insight team.

Influential delivery

Directional insights & empathy-building outputs.

Technology enhanced

Fusing tech and AI with smart thinking to deliver greater value.

Want to amplify opportunities for your brand?

Have a project to discuss? Want to know more about our services? We’d love to hear from you.