Brand Experience Evaluation.
How brands grow is changing. Yesterday’s KPIs are outdated, they do not reflect what drives success in today’s digital-first world.
Regardless of category, brand tracking programmes are all too often rooted in concepts and metrics that relate to low involvement System 1 decision making. These work especially well for FMCG brands. But how subscription and service based brands grow and thrive is different. Decision making is more considered and for brands to be chosen they must continually justify how they add value to the lives of users. Tracking the health of these brands requires a new approach to accurately reflect and measure the drivers of brand growth.
At Waveform, we take a people-centred approach to help digital-first brands assess, track and improve performance. Find out how...
People-centred. Experience-led.
Strong digital brands start with a common purpose - to add value to the lives of their users. Brand measurement must capture how and if value is being delivered.
Like consumers, 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:
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 surface 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.
WHAT WE MEASURE
Connect. Deliver. Resonate.
With over 20 years experience, we have built strong foundations for understanding brand health. But we’ve also learnt that off-the-shelf is always a compromise. That’s why we always adapt our approach to reflect the needs of each distinctive audience and brand.
“Waveform helped us understand our market like never before. Super important work and actionable insights delivered at speed, with support all the way”
HEAD OF MARKETING, FOREST
An adaptable framework
STRONG FOUNDATIONS
Like consumers themselves, we aim to form a holistic picture of the brand experience. This means tracking the full spectrum of drivers of brand choice and adapting these to the dynamics in your market.
We start by identifying what matters for your brand and category: Your audience. Your competitors. Category needs. Gut vs. considered purchase journeys.
We deliver the crucial foundations, from Awareness through to Advocacy. We’ll tell you how well known you are, what you are known for and when or where you are considered.
We employ the latest smart thinking in brand growth - from Category Entry Points to Jobs-to-be-Done - to unlock opportunities to enhance performance.
We adapt the solution to the needs of your brand - your first brand health snapshot, quarterly waves or monthly tracking, ad-tracking bolt-ons, presentations or reports, it’s your choice.
Connect
DOES YOUR BRAND
Is your brand well-known and connecting with your audience?
Exploring the ‘funnel’ from Attention to Action. How engaged is your audience with your brand? When do they think of you? How are you viewed?
Example metrics:
Awareness: Top of mind, Spontaneous, Aided
Knowledge: Familiarity with product offering
Engage: Advertising recall, research, trial
Performance: Incl. Appeal, Distinctiveness
Emotions: Likability, gut feelings
Category Entry Points: Brand situational cues
Action: Consideration & choice vs. competitors
Deliver.
DOES YOUR BRAND
Does your brand deliver enhanced experiences for your audience?
How engaged are consumers with your brand? How well do you match their needs? Does your message standout?
Example metrics:
Usage: Channels, Features, Activities
Momentum: Frequency of use & changes
Experience gaps: Vs expectations / competitors
Performance: Features, Design, Value & more
Enhancing experience: Removes pain points
Ad effectiveness: Improving perceptions
Resonate.
DOES YOUR BAND
Is your brand important? Does it add value to consumers’ lives?
Does your brand have market-fit? How well does it meet category needs? Are users loyal? Do you have advocates? Would you be missed?
Jobs to be Done: Delivers desired outcomes
Market-Fit: Would the brand be missed
Loyalty: Would brand always be chosen
Advocacy: Receiving and giving referrals
OUR APPROACH TO BRAND TRACKING
Bespoke. Full-service. Affordable.
Our brand tracking services plug the gap between rigid self-service tools and expensive enterprise level contracts.
Self-service automated tracking solutions are often too generic and leave the hard work of making sense of the results to the client. The alternatives are proprietary enterprise solutions, that come with big commitments and exorbitant price tags. For many brands neither of these options fit their needs.
At Waveform, we deliver a smarter alternative for monitoring and assessing the performance of your brand. Agile, affordable and AI enhanced but also bespoke, expertly delivered and action-focused:
Automated platforms
Self-service (Do It Yourself)
Off-the-shelf brand frameworks
DIY analysis and online data charts
No insight support
Mass market audience samples
Annual subscriptions
Enterprise platforms
Account managed & self-service
Proprietary brand frameworks
Automated online reports
Typically junior insight support
Syndicated audience samples
Long-term contracts
Waveform’s solution
Full-service research & insight
Bespoke brand frameworks
Insightful beautiful custom reports
Senior Insight support
Custom market samples
Pay per wave - one-off or tracking
Brand & category crafted
Each brand is unique. Proprietary frameworks & indexes won’t give you the edge.
Digital brand or physical brand. Tech brand or retail brand. Subscription brand or FMCG brand. Each category has distinct audiences and brand journeys.
We don’t do generic. Our adaptable approach flexes to focus on the indicators and performance metrics that matter in each product category, for different audiences and distinct brand ambitions.
Full-service quality, not DIY
Leave the effort behind. Get trusted reports & valuable brand insight without the effort.
Self-service brand tracking solutions are often inflexible, churning out standardised data-heavy reports that are light on insight and leave the hard work for you.
Our team design, set-up and manage the research in full. They produce insightful, ready-to-present reports that save you days of work and ensure you overdeliver for your stakeholders.
Making quality cost effective
Quality & impact at a price that works for all - from challenger brands to category leaders.
From complex online reporting tools to always-on surveys, from brand workshops to irrelevant benchmarks, the brand research space is full of costly add-ons.
We focus on what matters - actionable insight and data. Blending 20+ years experience with innovative solutions, we balance quality and affordability. And, if you do want the extras, we can do that to.
Powerful. Engaging. Effortless.
We build a rich and robust picture of your brand vs. the market. We discover and amplify brand opportunities. We bring customers’ behaviour, experiences and needs to life.
WHAT WE DELIVER
Beautiful intuitive brand performance reports
Each project or wave you’ll receive an beautifully designed presentation report that intuitively brings to life your brand performance and the insights that can drive actions to improve to life.
Intuitive performance dashboard reports
No accounts to enable, software to learn or analytics to set-up. We provide intuitive PDF or PowerPoint based dashboards that cover the metrics, measures and audience cuts that matter to your brand.
Delivered by our team of brand research experts
No faceless automated solutions. Our research reports are delivered by a real team of experienced and collaborative researchers who will provide support and direction at every step.
Ready to amplify the value of your brand? We are…
Example prices
Price will depend on your audience profile and how often you want to track your brand. For a UK nationally representative audience you can expect the following.
One-off or annual snapshots:
starting at c.£10,000Bi-annual or quarterly tracking:
starting at c.£8,000 per wave (2 to 4 waves)Monthly tracking:
starting at c.£5,000 per wave (12 waves)
Get in touch
We can be up and running, researching your brand in days.
BRANDS WHO TRUST US
Waveform clients:
