Brand Tracking Agency

Brandspeak delivers B2C and B2B brand tracking research that helps organisations understand brand health, diagnose performance issues and identify growth opportunities across markets.

We undertake brand tracking for a wide range of orgnisations operating in competitive, fast-moving and multi-market environments worldwide, including FMCG, technology, financial services and professional services.

Brand Tracking Research?

What is Brand Tracking Research?

Brand tracking research is an ongoing programme that measures how your brand performs over time versus competitors.

It evaluates the metrics that define brand health, equity, relevance and competitiveness, enabling you to understand your brand's strengths and weaknesses, as well as any changes in audience behaviour.

Effective brand tracking captures awareness, perception, associations, consideration, loyalty and brand-funnel performance, as well as the impact of marketing activity and external events.

It provides organisations with reliable, long-term evidence on which to base decisions about positioning, communications, investment and strategy.

Brandspeak's brand tracking research is designed for both B2B and B2C markets, delivering commercially meaningful, actionable insights.

The Benefits of Brand Tracking Research

Brand tracking provides continuous insight that enables organisations to monitor brand health, understand audiences, optimise communications and support confident, evidence-based strategic decisions globally.

Monitor Brand Strength

Monitor Brand Strength

Brand tracking strengthens brand health by revealing how awareness, perceptions, associations and distinctiveness evolve across markets and segments. It highlights strengths and weaknesses, pinpoints equity gaps and clarifies where competitive advantages or vulnerabilities exist, helping brands prioritise improvements that drive relevance, preference and long-term growth.

Monitor Communications

Monitor Communications

Brand tracking shows how communications influence awareness, perception, preference and consideration. By identifying the messages, channels and campaigns that deliver the greatest impact, organisations can optimise performance, improve ROI and ensure communications resonate consistently across regions, audiences and cultural contexts.

Monitor Competitors

Monitor Competitors

Tracking enables rapid, informed responses to competitor activity and wider market shifts. By continuously monitoring changing expectations, emerging threats and evolving category dynamics, organisations can make timely decisions that protect brand strength, maintain relevance and support short-term tactical adjustments as well as long-term strategy.

Monitor consumer behaviours

Monitor consumer behaviours

Brand tracking supports long-term strategic planning by revealing how behaviours, needs and attitudes shift over time. These insights highlight new opportunities, emerging risks and potential positioning territories, enabling organisations to build future-focused strategies grounded in real evidence rather than assumptions.

Brand Tracking Research Methods

Brandspeak uses qualitative, quantitative and behavioural methods to ensure every global tracker is grounded in real motivations, robust data and meaningful commercial insight. Our approach blends foundational exploration with ongoing measurement to deliver a complete understanding of brand performance across all markets.

Implicit Testing

Implicit Testing

Measure instinctive attitudes and emotional reactions at scale for clear, reliable evidence.

Secondary Research & Market Intelligence

Secondary Research & Market Intelligence

Identify market trends, competitor activity and category insights using desk research.

Workshopping and Co-creation

Workshopping and Co-creation

A collaborative forum for exploring existing ideas and developing new concepts.

Statistical Modelling & Data Analytics

Statistical Modelling & Data Analytics

Turn complex data into clear insight, revealing patterns, drivers and opportunities.

Brand Tracking Research Services

Brandspeak develops bespoke global brand tracking programmes that combine rigorous measurement, competitor benchmarking and real-time reporting, helping organisations monitor performance, diagnose issues and guide long-term brand strategy with confidence.

Brandspeak measures core indicators such as awareness, recall, consideration, loyalty, salience, differentiation and brand associations.

These brand-health metrics reveal how your brand performs today, how it compares with global competitors and which levers most influence relevance, preference and emotional connection across audiences and markets.

Our tracking evaluates performance alongside established competitors, challenger brands and indirect alternatives.

We analyse changes in market dynamics, category expectations and customer behaviours to uncover strengths, weaknesses, threats and opportunities.

This provides a clear picture of relative brand position across countries, enabling more confident investment, targeting and planning decisions.

Around 20% of each tracking survey can be used to evaluate the impact of recent campaigns, communications and major market events.

This flexible section identifies what is working, what is not, and how perceptions change in response to real-world activity, helping teams optimise spend and messaging in near-real time globally.

How to Get Your Insights

As a full service market research agency we support research in 40+ global markets, working with native-speaking moderators and trusted in-market partners to ensure cultural accuracy and insight quality. Wherever your audience is, we can reach them and deliver insight that drives better decisions.

Step One

Fill in the form and click submit.

Step Two

Our team will contact you within 24 hours.

Step Three

We learn about your needs and goals and how to achieve them.

Upload a Briefing Document or RFP

Frequently Asked Questions

Find answers to common questions about Brand Tracking.

Awareness, perception, associations, consideration, loyalty and overall brand equity.
Most brands track quarterly or biannually, depending on category speed.
Yes. Tracking reveals performance in specialist B2B segments with smaller audiences.
Yes. We include a flexible section to measure campaign impact.
Yes. We compare performance with direct competitors and emerging challengers.
Sample sizes vary by market but are always designed for statistical reliability.
Yes. We deliver globally consistent, locally sensitive multi-market trackers.
Yes. Dashboards give real-time access to KPIs, segments and markets.
We use qualitative research to identify the metrics that matter most.
Most trackers are designed and launched within 4–6 weeks.

Brandspeak in Numbers

As one of the UK's most experienced market research agencies, Brandspeak brings scale, consistency, and depth to every project.

3,000+

Focus Groups

25

Years

750+

Quantitative Studies

40

International Markets

1 Million+

Survey Participants

45

Languages Covered in Global Research

5,000+

Depth Interviews

Association for Qualitative Research (AQR)MRS Evidence Matters

Brandspeak is proud to be a member of both The Association for Qualitative Research (AQR) and The Market Research Society (MRS) — demonstrating our commitment to quality, ethical practice and industry-leading research standards.

Brandspeak Blogs

Read the latest trends, insights and best practices from the world of Market Research. Choose a topic below to read more.

Client Feedback

Lauren Williams

We worked with Brandspeak on a brand awareness project and we were extremely pleased with the quality of service and the process. They understood the complexity of the briefs and asked plenty of questions to make sure they fully understand the objectives. They interacted with all levels of people in our business and understood the differences within the market and suggested ways to tie the research together so it was still comparable. The results were delivered with easy to digest summaries that could be used across the business. We would highly recommend using them.

Lauren Williams

Sarah Twist – Marketing Manager

Very informative, easy to work with and a really friendly team. I would recommend Brandspeak to help any business grow. They are great quality for money, help niche sectors and present their findings in an understanding manner. They have provided a brand review, market review post-covid to ensure we are still up to date, along with two very valuable website reviews. Working with them for qualitative and quantities research has a been fantastic for us. Thank you for all your help!

Sarah Twist – Marketing Manager

Zanya Fahy

It's been an absolute pleasure to work with Brandspeak on our qualitative assessment of different ads across 5 EU markets. Throughout this project, Brandspeak have been expert, professional and so flexible with our requirements and timings. The research analysis that they provided us with was extremely valuable and insightful. I look forward to working with them again – highly recommend!

Zanya Fahy

Georgie Burks, Brand Marketing Lead

Great service from Brandspeak – highly recommend for thoughtful and detailed brand measurement and tracking.

Georgie Burks, Brand Marketing Lead

Brandspeak have been fantastic to work with. They are a very professional agency who really understand the importance of quality research. Their team were very responsive, knowledgeable and easy to work with and provided us with excellent insights.

Mark Wilson

Animal Friends Insurance

We wanted to understand how elements of our brand were perceived by consumers and identify opportunities where we could make improvements. Brandspeak clearly understood the brief and worked closely with us to develop a research approach that would answer our questions. The insight has been used to inform the development of our creative and also applied to other areas of our marketing communications. It was a pleasure to work with Brandspeak.

Strategy & Insight Manager | Animal Friends Insurance

Tönnjes

Brandspeak helped us with getting invaluable market insights! They showed great flexibility and professionalism throughout the entire process and provided us exactly with the results we needed. I would recommend working with Brandspeak to anyone and anytime.

Tom Suberg

From the moment I contacted Brandspeak I can't thank Jeremy and his team enough. Offering a professional approach they took the time and effort to make the whole process easy and effortless. I highly recommend Brandspeak and look forward to working with them again in the future.

Verity Kimber

From their initial proposal they displayed an understanding of financial services and a clarity of thinking that made them stand out. Since then they have consistently delivered to demanding timescales. But what really sets them apart are their actionable and business focused recommendations which give them the credibility to influence senior internal stakeholders. I have really enjoyed working with them and look forward to doing so again.

Leading life and pensions provider

It is always a pleasure – and a relief! – to work with researchers who get the whole thing – effortlessly... a heartfelt thanks.

DLKW

Work with Brandspeak

With offices in London, Bristol, and Birmingham – and partners across the world – we provide global reach with local expertise. Our team is ready to discuss your business challenge and show you what's possible with the right insights.

Get in Touch

London

+44 (0) 203 858 0052

1st Floor, 239 Kensington High St, London W8 6SN

Bristol

+44 (0) 1174 07 0187

2430 / 2440 The Quadrant, Aztec W, Bristol BS32 4AQ

Birmingham

+44 (0) 121 314 4647

The Lewis Building, Bull St, Birmingham B4 6AF