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The Populus Brand Tracker is an integrated approach to measuring perceptions of corporate brands over time.

Developed in partnership with branding experts, the Populus Brand Tracker combines both quantitative data and qualitative insight to provide clients with a clear overall view of the way their brand is perceived.

Rigorous Quantitative Measurement
Customers or key audiences are asked to score brands on each of a series of attributes or values, helping to identify the characteristics most associated with a brand and its competitors. Results are tracked over time, allowing Populus to define the qualities most closely linked with overall brand perceptions.

Thorough Qualitative Exploration
Detailed discussions are held with customers or key audiences to identify and probe the attitudes which underpin brand perceptions.

Our tried and tested Brand Tracking approach involves:

• A monthly poll of consumers quantifying how a brand measures up. To achieve this we use many of the same techniques that we developed for our renowned research on attitudes to the political parties.
• A quarterly wave of focus groups where we use 'mood boards' and specially developed projective techniques to build a detailed understanding of the various factors that shape attitudes towards a brand.

Populus combines these two elements in a quarterly Brand Tracking Report which gives clients a clear read-out of how a brand is perceived and why.