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The best way to get to know your brand? Through your customers!
If you want to know how your brand is perceived and if your strong brand identity is coming across well, or even just how well known it is, you’ll have to dive into the data only consumers can give you.
With always-on consumer research tools, surveys platforms and other brand intelligence software, you’ll get to know your brand in a whole new way with real-time insights.
Here we look at 7 different tools, their key features, and their pros and cons. Ready to get to know your brand?
Our top picks for brand intelligence software for this year:
There are several ways to measure brand awareness and overall performance—and ultimately how this affects consumer preferences. Depending on what your business needs, there are different features to focus on. If you want actionable insights, define your goals first before choosing your brand intelligence software. Here are the product features you can expect from different brand intelligence software solutions.
You don’t have to sit around and wait for people to start talking about your brand: you can just approach them and ask! With brand intelligence tools that offer market research survey options, you can collect data whenever you need it to inform your marketing and business decisions. And you can tailor your survey to make sure the insights you get are super specific to your needs.
Getting mixed reviews? Going viral on social? A lot of new followers? Social media monitoring software lets you monitor what people are saying about your brand online, across different social media channels. This will help you keep track of all mentions that are relevant to you, without having to rely someone searching social media manually.
Before taking the plunge with a platform, here’s why social listening might not be the ideal way to measure your brand’s performance.
Are you mentioned in a blog? Is there mention of one of your execs in a news site? This will also affect your brand, so you can use brand intelligence software to give you automatic alerts when you pop up somewhere. Web listening lets you track certain keywords, so you’re always on top of the content that’s out there.
Attest shows us what the ROI of brand work truly is. Phil Denington, Creative Lead at Wise
Attest shows us what the ROI of brand work truly is.
Designated research experts
Whether you want feedback on your survey or you want to optimize it, ask our research experts! You’re not in it alone, and we come with boatloads of experience from our Customer Research Team.
High data quality
We triple-check your research data to with a robust mixture of AI and human checks. This ensures that you can really trust your insights with Attest.
Reach your target audience
You get access to 125 million consumers across 59 countries. And our multi-panel setup means you get truly representative and trustworthy insights.
Pros
Cons
We track shifting key metrics, like awareness and consideration very carefully and also how our brand is perceived… it helps us to identify areas of opportunity. Charlotte Langley, Brand & Communications Director at Bloom & Wild
We track shifting key metrics, like awareness and consideration very carefully and also how our brand is perceived… it helps us to identify areas of opportunity.
Our plans start at $0.50 per response for up to 50,000 responses. You also get access to designated research experts to guide you through your research project and make sure your insights are as useful as they can be.
Measure your brand’s health
Get high-quality insights into what consumers think about your brand—Attest’s triple-checked data and multi-panel samples give you truly diverse and trustworthy insights.
Track brand mentions
Always-on monitoring of any mention of your brand, executive team members, campaigns or anything else. Never miss a mention!
Manage your media presence
The tool goes beyond social media, and also enables you to reach out to relevant journalists, news outlets and influencers to share your content where it matters.
Analyze competitors
Measure your brand’s success against that of your competitors—it’s all relative. You can track multiple brands at the same time.
Meltwater doesn’t provide information on prices for their solution. Reach out to their team.
Mobile-optimized surveys
Reach your audience where they are. With quick surveys, you get quick results for fast decisions.
Advanced audience segmentation
Why not go very niche? Lantana enables you to reach very specific audiences.
4 billion mobile users in over 100 countries
The more the merrier? Collect tons of data to back up your decisions.
Latana does not mention pricing or plans on their website, so reach out to their sales team for more information.
Competitor analysis
How well your brand is performing is relative to what your competitors are doing. Find out what consumers are saying about everyone in your market.
Smart reporting tools
SurveyMonkey helps you visualize how brand perception evolves. This makes it easier to communicate between team members and stakeholders.
Large integrated panels
You’ll get access to 144M+ people in over 130 countries.
Reach out to their sales team for information on pricing and plans.
Link your brand metrics to business KPIs
Okay, so your brand’s reputation is doing well—but does it reflect in metrics like revenue and retention? With Qualtrics, you can keep track of this.
Automatic alerts for crisis management
It’s paramount that you act on incidents and trends immediately. Qualtrics gives you a heads-up.
Share dynamic role-based dashboards with your team
With built-in filters to deep dive into any subgroup you can make it really clear what is happening to which demographic.
AI-powered sentiment analysis
Reading everything is exhausting enough, let alone analyzing and reading between the lines. The AI picks up on every little sentiment and categorizes it.
Monitor the impact of campaigns
Every campaign you launch can have a significant impact on your brand. Find out what your latest campaign made customers think of you.
Monitor competitors too
It’s all relative: with Brand24, you can also keep tabs on your most important competitors.
Pricing starts at $49 per month.
Monitor your brand mentions in real time
With BuzzSumo, you never miss a beat again when it comes to social mentions. Have a direct-response team ready!
Keep track of your competitors’ mentions too
Feel like consumers are being particularly salty lately? Check what they are saying about competitors too to see where the real problem lies.
Get notification on industry happenings
This will put your brand health metrics into context: what events have had an impact on your brand associations and other metrics?
Pros:
Cons:
*Prices when billed yearly.
Every brand intelligence tool has its own set of features, pros, and cons, so it’s important to decide which one will give you the most accurate insights.
Whether you’re working on a big brand’s latest campaign or running startup market research, you can use the data to make decisions about where to focus your marketing efforts, what products or services to offer, and how to improve your brand’s image.
Are you getting ROI on your brand work?
Understand how your brand building work is impacting your ideal customers with ongoing brand tracking from Attest.
Brand intelligence software allows you to understand how well your brand is doing in terms of awareness, reputation and more by collecting data from various sources. This could be things like social media sentiment, website traffic or surveys. With Attest, you can directly gather insights on your brand’s health from your target customers.
Using brand intelligence software enables you to measure your brand health metrics at scale. Whether it’s through surveys or social listening, you get to interact with a large group of consumers or customers to get first-hand information on how they feel about your brand. This will help inform any decisions related to marketing, product or customer service, based on real data.
The Experts’ Guide to Brand Tracking
How to look at the impact of things like audience reach, panel diversity, and survey design to help you decide whether your current brand tracker is up to scratch.
Customer Research Lead
Nick joined Attest in 2021, with more than 10 years' experience in market research and consumer insights on both agency and brand sides. As part of the Customer Research Team team, Nick takes a hands-on role supporting customers uncover insights and opportunities for growth.
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