Track your brand funnel wave after wave, and know why it moves

Most brand trackers tell you that awareness, consideration or preference moved. They rarely tell you why, so the weeks after a drop are spent guessing.

No credit card50 free respondentsGDPR & CCPA compliant
A shopper choosing between brands in a supermarket aisle

Which of these brands would you consider next time?

Brand ABrand BBrand CNone of them

You know this brand but would not consider it next time. Why?

I don't know, it's just not really for me.

What makes it feel not for you: the price, the products, or how the brand comes across compared with the one you usually choose?

50free respondents
to start

Kadence

Wizdom Academy logo
management tools logo
EPFL logo
The Ark logo
newton33 logo
The Ark logo
management tools logo
EPFL logo

Brand tracking measures the same funnel and image indicators on a fixed sample and schedule: unaided and aided awareness, familiarity, consideration, preference and purchase, loyalty and recommendation, plus the attributes your brand wants to own.

SmartInterview keeps the tracker comparable and adds the why. The AI asks a follow-up when an answer is vague, respondents can answer by voice, and open answers are coded with the same codebook every wave.

Why brand tracking matters

Brand health moves slowly and then suddenly. A regular, comparable measurement catches the change while you can still act, and the open answers tell you what to act on.

  • See where the funnel leaks: known but not considered, considered but not chosen
  • Measure the effect of a campaign, a launch or a price change on each funnel stage
  • Spot a competitor gaining ground before it shows in sales
  • Know which image attributes your brand owns, and which it is losing
  • Compare markets, languages and audiences in one consistent study
A brand team meeting in front of a whiteboard
From question to study

Questions we help brand and insights teams answer

Typical situations in this sector, and how we would set up the study for each.

Research objective

Explain every funnel movement, not just report it

Who we ask

Brand and insights managers reading tracker results

How SmartInterview answers it

An open question after each funnel stage, an AI follow-up on vague answers, coded with the same codebook every wave

Research objective

Cover the whole competitive set without tiring respondents

Who we ask

Research teams tracking large brand portfolios

How SmartInterview answers it

A brand loop: awareness on the full list, deeper questions only on a selection of the brands each respondent knows

Research objective

Get rich verbatims and coded themes as soon as the wave closes

Who we ask

Insights teams and agencies running recurring waves

How SmartInterview answers it

Voice answers, AI probes on one-word answers, and automatic classification, including brand mentions recognised against your brand list

Research objective

Keep waves comparable over time and across markets

Who we ask

Multi-country trackers with several analysts or vendors

How SmartInterview answers it

A versioned questionnaire and one codebook applied to every wave and language

Research objective

See the tracker move during fieldwork

Who we ask

Teams feeding tracker data into dashboards or client deliverables

How SmartInterview answers it

Coded answers available within minutes, quotas monitored live, exports ready for your own tools

Research objective

Measure positioning and image against competitors

Who we ask

Marketing directors preparing a repositioning or a campaign

How SmartInterview answers it

Attribute ratings for each known brand plus an open question on what sets the brand apart, coded into associations

Run this study on your own customers

50 free respondents · no credit card · GDPR and CCPA compliant

Start free →

How it is done today, and with SmartInterview

TodayWith SmartInterview
Tracker shows awareness dropped, nobody can explain whyRespondents explain their choice and the AI probes vague answers
Open answers coded differently each wave, trends unreliableThe same codebook applied every wave, so themes stay comparable
Long brand lists make the questionnaire repetitive and tiringA brand loop asks deeper questions only on a subset of known brands
Results reach the dashboard weeks after fieldwork closesCoded results available as answers arrive

What you can learn from brand tracking

The full brand funnel

Unaided awareness, then aided awareness, familiarity, consideration, preference and purchase, loyalty and recommendation. You read conversion from one stage to the next for your brand and every competitor.

Positioning and brand image

Rate each brand on the attributes that matter in your category, such as trust, quality, value or innovation, and see where you sit against competitors on the map.

Wave-over-wave change

Same core questions, same sample definition, a versioned questionnaire. Each wave is comparable with the last, by market and by segment.

The reasons behind each shift

Respondents explain their choice by voice or text, and the AI probes vague answers. One codebook is applied every wave, so a theme that grows or appears is visible right away.

Many brands, a short survey

A brand loop measures awareness on the whole list, then asks the deeper questions only for a selected subset of the brands each person knows. The survey stays short.

How brand tracking works

  1. 1

    Define your research objective

    Pick the brands, the competitors and the indicators that drive decisions: funnel stages, image attributes and the open questions that explain them.

  2. 2

    Create the survey

    Build the tracker once, with the brand loop, the AI follow-ups and the codebook. The questionnaire is versioned, so every wave stays comparable.

  3. 3

    Recruit respondents

    Fix the markets, quotas and cadence: monthly, quarterly or yearly waves, in each respondent's language.

  4. 4

    Analyze quantitative and qualitative insights

    Read the funnel trend by market and segment, and the themes that grew or shrank since the last wave, each with its verbatims.

Example studies

BrandTrends brand tracking study
Customer story

BrandTrends: the why behind a multi-country brand tracker

Read the customer story →

Challenge

BrandTrends tracks brand performance in more than 50 countries. Its tracker measured awareness, consideration and usage well, but open answers explaining those movements were hard to collect consistently and slow to analyse, and respondents can be shown up to 65 brands.

Research design

A brand loop: unaided and tested awareness on the full brand list, then attitudes, associations, favourites, usage and purchase intention on a selected subset of known brands. SmartInterview added AI follow-up questions, voice or text answers, and automatic classification that recognises brand mentions against the brand list.

Respondents

Respondents across more than 50 countries, interviewed in recurring tracking waves.

Business decision

BrandTrends integrated SmartInterview into its tracking infrastructure, so its clients get faster, more granular and explainable insights that stay comparable across countries, audiences and waves.

Key insights

  • Voice answers collected 4.4x faster, with 77% less time spent on open-ended questions
  • 2.5x more qualitative depth behind awareness, preference and purchase intention
  • 92% less time to generate insights, from 2 minutes to 10 seconds
  • Structured, classified answers available within minutes, and 40 working days saved per year

Brand tracking topics teams search for

Brand health survey questions

Start with unaided and aided awareness, then familiarity, consideration, preference, purchase and recommendation, plus image attributes. Add one open question on why people would not consider the brand, and let the AI follow up.

Brand tracking survey template

A template should fix the core funnel questions, the brand list, the image attributes and the open questions. SmartInterview versions the questionnaire so each wave stays comparable with the last.

How to measure brand consideration

Ask which brands people would consider for their next purchase among those they know. Then ask the non-considerers why, because those reasons tell you what blocks growth.

Unaided versus aided brand awareness

Unaided awareness counts brands people name spontaneously, aided awareness counts brands they recognise from a list. Always ask unaided first so the list does not influence the answers.

How to measure campaign impact on brand

Run the same tracker questions before and after the campaign on comparable samples, and ask where people saw the brand recently. Coded open answers show which messages people remember.

Brand image attributes survey

Pick the attributes that matter in your category, such as trust, quality, value or innovation, and ask respondents to associate each brand they know with them. The result is a positioning map against competitors.

Brand tracking software

Look for a tool that keeps waves comparable, handles several languages and codes open answers consistently. SmartInterview does this and starts with 50 free respondents, then plans from CHF 45 per month.

Brand tracking in Switzerland

A Swiss tracker usually needs French, German and Italian samples and comparisons between language regions. Respondents answer in their language and the codebook stays the same across regions.

Pricing

Choose your respondent volume

Pro and Ultimate prices update instantly as you change the number of respondents per month.

300 respondents / month
CHF 79
Pro / month

FREE

CHF050 respondents included
  • 1 member
  • 50 respondents
  • Automated survey design
  • AI-powered analysis & dashboard
  • Share surveys via link, WhatsApp or QR code
Get started for free
RECOMMENDED

PRO

CHF79/ month

starting at 150 respondents

  • Everything in Free, plus:
  • Access to 300 respondents per month
  • Up to 3 members
  • Email invitations
  • Client / externals collaboration
  • AI-powered analysis of open-ended responses
Get started· CHF 79

ULTIMATE

CHF149/ month

starting at 500 respondents

  • Everything in Pro, plus:
  • Access to 500 respondents per month
  • Up to 5 members
  • Qualitative interview transcription
  • Advanced coding & categorisation
  • Company branding
  • Remove SmartInterview branding
  • Executive report with results (PDF)
Get started· CHF 149

ENTERPRISE

Let's talk
  • Everything in Ultimate, plus:
  • Unlimited members
  • Custom respondent volumes
  • Custom integrations
  • Dedicated support
  • Security & procurement review
Contact us

Whether you collect one respondent this month or ten next quarter, you only pay for what you use. Your respondent credits are valid for 3 years.

Frequently asked questions

Brand tracking is the regular measurement of brand indicators such as awareness, consideration, preference and brand image, on a consistent sample, to follow brand health over time.

The stages a buyer goes through with a brand: unaided and aided awareness, familiarity, consideration, preference or purchase, then loyalty and recommendation. Tracking each stage shows where people drop out.

Ask unaided awareness first (which brands come to mind in the category), then aided awareness (which of these brands do you know), on a representative sample of your target market.

Ask respondents to associate each brand they know with a list of attributes, then add an open question on what makes the brand different. The result is a positioning map against competitors.

Monthly or quarterly for brands with active campaigns, yearly for slower categories. Choose the cadence at which a change could still lead to a decision.

Keep the core questions identical, keep the sample definition stable and code open answers with the same codebook every wave.

Use a brand loop: measure awareness on the full list, then ask the detailed questions only for a selected subset of the brands each respondent knows.

Enough to read each segment you care about, typically a few hundred per market.

The first 50 respondents are free. Paid plans start at CHF 45 per month for 150 respondents per month.

Track the funnel, and the reason behind every shift

Keep your awareness, consideration and image questions, and add the follow-up that explains them. Start with one wave.

No credit card50 free respondentsGDPR & CCPA compliant