Brand Atlas Tracker
Brand Atlas (BA) is an ongoing survey about brands, and the people who use them. The survey data provide a basis for identifying, sizing, valuing, and describing the different segments in each consumer market sector. This is important because marketers must have a solid understanding of their target market segments in order to develop products, services, and communications which resonate well with customer needs.
BA is entering its fifth year. So far we have published seven BA datasets; The BA8 cycle started on 10 February 2021 and will end on 31 July 2021.
BA is used by strategic planners in both the client and agency world. It is used primarily as a customer segmentation tool. There are users of BA data in all sectors of the consumer market from FMCG to FSP and all points in between.
Continuous conversations with customers
We are pleased to announce that at last Brand Atlas is a continuous survey, rather than one completed at a point in time.
There are no longer advantages (but plenty of disadvantages) of doing point in time tracking research especially amid a global pandemic when things are changing faster. Tracking research must be a structured, ongoing, and up to date process.
In the not-so-distant past tracking studies had to be done at points in time because of the complexity of pulling together all of the elements of face-to-face research. Now that we are able to reach respondents online – and they are always online – it is both possible and desirable to do these interviews on a continuous basis and at a fraction of the cost.
With a continuous stream of fresh data, you are able to aggregate data in specified time frames, to see shifts and run moving averages and to detect short- and long-term consumer trends.
With point in time data there is no time frame flexibility. If your tracking cycle is annual, then you are stuck with only getting point in time data once every 12 months. You are unable to aggregate the data into any frame for the purposes of comparing results with other time frames.