Brand tracking your senior team can act on quarter after quarter.

Continuous, wave-based and campaign-linked brand tracking designed to keep the methodology stable, the data comparable and the outputs clear enough for marketing, insight and leadership teams to use.

London-based team. UK & international coverage. Clear, decision-ready recommendations.

22 years’ experience · 30+ countries · Long-running trackers since 2010 · Brand, advertising and competitor measurement

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TRUST & GOVERNANCE

Research you can trust

We work to recognised standards and hold ourselves accountable for responsible, ethical research.

BRAND TRACKING THAT HOLDS UP OVER TIME

A tracker is only valuable if the trend can be trusted.

Brand tracking is not just the same survey repeated. Once questions, sample rules or interpretation drift, the trend line becomes harder to defend.

We design trackers around stable KPI frameworks, controlled sample rules and carefully governed wave changes, so each read can be compared with the last while still staying relevant to the business.

That means senior stakeholders can focus on what has changed, rather than questioning whether the data is still comparable.

Trend confidence, wave after wave

A stable tracker protects the questions, audience rules and reporting logic behind each result.

A trend your senior team can believe

Core measures and reporting logic stay consistent, so changes in the data can be explained rather than debated.

Confidence beyond the headline number

We design the sample around the audiences that matter, so you know where the data is robust enough to guide decisions.

A tracker that can evolve without breaking

New modules or business priorities can be added carefully, without damaging the comparability of your core trend data.

WHAT WE MEASURE

Brand tracking should explain what is
changing, and why it matters.

A good tracker does more than report awareness scores. It shows how people think about your brand, how that is changing over time, and what those changes mean for marketing, brand and commercial decisions.

Brand visibility

Awareness, familiarity and whether your brand is coming to mind when customers are in-market.

Brand consideration

Whether people would consider you, what is holding them back, and how you compare with competitors.

Brand meaning

The associations, perceptions and emotional cues people attach to your brand.

Campaign impact

Whether advertising is being noticed, remembered and linked back to the right brand.

Customer confidence

Trust, satisfaction, recommendation and the signals that suggest future loyalty.

Competitive position

How your brand is performing against the alternatives customers are also considering.

FROM DATA TO DECISIONS

Every wave should tell you what changed, why it matters and what to do next.

Brand tracking is only useful if people can act on it. We turn each wave into a clear view of what has moved, which changes are meaningful, what may be driving them and where your team should focus next.

1. What has changed?

A clear read on the movements that matter across awareness, consideration, perceptions and competitor position.

2. Why does it matter?

We help separate meaningful movement from noise, showing what the change means for your brand, market position and customer decision-making.

3. What should we do next?

Each wave is translated into practical implications for brand strategy, communications, campaign planning, audience focus and future tracking.

Wave 4 brand review

Awareness
72%
↑
+4pts
Consideration
58%
↑
+6pts
Trust
62%
↑
-1pt
Ad recall
41%
↑
+5pts
Key movement
Consideration up among younger families

Strongest uplift seen in 25-34s and first time buyers.

Likely driver
Campaign recall strongest among first-time buyers

High message take-out linked to current activity.

Watch out
Trust score flat against main competitor

Risk of losing preference if trust does not improve.

Recommended focus
Strengthen proof points in next campaign wave

Lean into trust drivers and real customer stories.

TRACKER DESIGN

Built around your tracking situation.

No two brand tracking projects need the same design. The right approach depends on what you already measure, how the evidence will be used internally, and how much confidence you need by audience, market or customer group.

Starting a new tracker

For teams who need a clear baseline, a practical KPI framework and a reliable way to monitor brand performance over time.

Best for: brand planning, investment cases, board reporting.

Improving an existing tracker

For businesses who already collect brand data but need stronger outputs, clearer interpretation or greater confidence in the methodology.

Best for: tracker reviews, agency changes, underused dashboards.

Campaign-linked tracking

For teams who need to understand whether marketing activity is shifting awareness, consideration, perception or intent.

Best for: campaign evaluation, media reviews, creative effectiveness.

If you already have a tracker, we can help identify what should be preserved, what can be improved and where the current approach may be limiting the value of the data.

PROOF IN PRACTICE

15 years of brand tracking for Vision Express

Vision Express needed a reliable way to understand customer perceptions, competitor performance and advertising effectiveness over time. Clusters developed an ongoing tracker that gives the team a consistent view of brand health, market position and campaign impact.

The brand and advertising tracker from Clusters provides the voice, opinion and perception of customers. Clusters are the perfect partner for this type of project.
James White Head of Brand Promise, Vision Express

Since 2010

A long-running evidence base built over multiple years.

Competitor context

Understanding how the brand performs against key alternatives.

Advertising effectiveness

Measuring recognition, response and impact on brand perceptions.

Dashboard reporting

Making the evidence easier to access, review and share internally.

SAMPLE & GOVERNANCE

Confidence your team can defend.

Brand tracking is often used in senior meetings, budget reviews and agency conversations. That means the data needs to be robust enough to support decisions, not just interesting enough to discuss.

Sample
design

We define the audience, quotas and screening rules carefully, so each wave is built on a clear foundation.

Subgroup Confidence

We help you understand when cuts by market, segment, customer type or region are robust enough to use.

Quality
controls

We apply checks to reduce poor-quality responses and protect the reliability of the results.

Trend
governance

We manage changes carefully, so the tracker can evolve without damaging the value of the core trend data.

Built for internal credibility

Our approach is designed so you can explain how the data was collected, what it means and where it is robust. That gives you confidence when the results are challenged internally.

HOW WE WORK

A tracking programme, not just a survey.

A brand tracker should become part of how your team makes decisions. We design the programme so each wave builds on the last, while still giving you clear, timely answers when your market changes.

Designed to stay useful after the first wave.

Discuss your tracker →
How the programme works
01

Define the decisions

Clarify what the tracker needs to support, from brand planning and competitor monitoring to campaign evaluation and board reporting.

02

Build the framework

Agree the KPIs, audience structure, sample approach and reporting format before the first wave goes live.

03

Establish the baseline

Create the starting point for future comparison and a clear read on current brand performance.

04

Track and interpret change

Explain what has moved, what matters and what action your team should consider next.

Latest thinking on brand tracking

Hear from our clients

  • We had our most profitable year ever, growing margins by 50% and delivering 4x the plan.
    Richard Durant
    BP Marine Fuel
  • Clusters have been a significant positive aspect in the establishment of the FWD brand during our early years.
    Tim Oliver
    Group Commercial Officer, FWD Group
  • Clusters developed a robust set of questions to classify key segments, customised solely for us.
    Takafumi Asano
    Manager of CEO Projects, European Tyre Limited
  • The brand and advertising tracker from Clusters provides the voice, opinion and perception of customers.
    James White
    Head of Brand Promise, Vision Express
  • We still use the segmentation provided by Clusters today to inform channel launches… and media choice in marketing communication.
    Sylwester Molenda
    Research, Innovation & Insights Director at Discovery Poland

NOT SURE ABOUT WHAT RESEARCH YOU NEED

Tell us about the decision in front of you.

Share what you are trying to understand, prove or prioritise. We will give you a practical view on whether research can help, what the right approach might look like, and whether Clusters is the right fit.

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We will use the information you provide to respond to your enquiry. For more information about how we handle your personal data, please see our privacy policy.

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