Holistic Measurement
Brand health + advertising impact + market dynamics — tracked simultaneously in a single programme.
Research Solutions
Tracking Studies in Poland
Continuous measurement of brand health, campaign impact, and market dynamics over time
The Heartbeat Monitor of Your Brand
A single measurement tells you where you are. Tracking tells you where you’re heading. Tracking studies measure the same brand, advertising, and market metrics at regular intervals (monthly, quarterly, or continuously), revealing trends, impact of marketing activities, and competitive shifts over time. They are the heartbeat monitor of your brand — and the accountability system for your marketing investment.
What We Track
What we track. Brand health: awareness (spontaneous + aided), consideration, preference, usage, loyalty, and NPS. Advertising: campaign recall, message takeaway, branding, and persuasion (pre-post testing). Market dynamics: category usage, competitive brand switching, pricing perception, and channel preferences. Custom KPIs: any business-specific metric you need to monitor over time.
Wave-Based vs. Continuous
Wave-based vs. continuous. Wave-based tracking measures metrics at fixed intervals (e.g., quarterly), providing periodic check-ins. Continuous tracking conducts a steady stream of interviews (e.g., N=100/week), enabling rolling averages and real-time trend detection. We recommend wave-based for strategic brand tracking and continuous for campaign effectiveness monitoring.
Trend Analysis & Alert Systems
Trend analysis and alert systems. Our tracking reports include trend visualisation (quarter-by-quarter or month-by-month), statistical change detection (are shifts significant or within noise?), competitive context (your trends vs. competitors’), and alert triggers (automated notifications when key metrics cross thresholds).
The Investment Case for Tracking
The investment case. Without tracking, your marketing is blind — you launch campaigns, invest in brand building, and adjust pricing without knowing the impact until quarterly sales data arrives (too late to course-correct). Tracking provides continuous feedback that enables real-time optimisation.
Market in Numbers
Monthly/quarterly
wave-based measurement intervals
N=100/week
continuous tracking sample
Automated
alert triggers when metrics shift
Brand + ad + market
multi-dimensional tracking
Sources: ESOMAR, Millward Brown (Kantar), Fieldstat tracking practice
Tracking Study Designs
| Design | Frequency | Sample per Wave | Best For |
|---|---|---|---|
Quarterly waves |
Every 3 months |
N=300–500 |
Strategic brand health monitoring |
Monthly waves |
Every month |
N=200–400 |
Active campaign tracking, competitive monitoring |
Continuous |
Ongoing (weekly) |
N=100–200/week |
Real-time campaign impact, fast-moving categories |
Annual benchmark |
Once per year |
N=500–1,000 |
Deep-dive with trend context |
Sample Research Questions
How does brand awareness change in subsequent quarters?
Did our campaign shift key brand equity indicators?
How are market shares evolving in our category?
Is the brand image changing in line with strategic assumptions?
How does our brand funnel perform compared to competitors?
Why Fieldstat?
Alert Systems
Automated notifications when key metrics cross predefined thresholds — so you can react immediately.
Statistical Trend Detection
We distinguish real shifts from statistical noise — so your decisions are based on genuine change.
Competitive Tracking
Your brand metrics tracked alongside 2–5 competitors for continuous competitive context.
Benefits
- Continuous measurement of brand health, advertising, and market metrics
- Trend visualisation with quarter-by-quarter or month-by-month comparisons
- Statistical change detection: real shifts vs. noise
- Automated alert systems for threshold-based notifications
- Campaign effectiveness measurement with before/after comparison
- Competitive tracking: your metrics alongside competitors
- Wave-based and continuous designs for different needs
Applications
Brand health monitoring (awareness, consideration, preference)
Campaign effectiveness tracking (recall, branding, persuasion)
Competitive brand tracking and share-of-mind
Customer satisfaction and NPS tracking
Category dynamics and market share monitoring
Pricing perception and value tracking
Media consumption and channel tracking
New product launch performance monitoring
Implementation Process
1
Tracking Programme Design
We define KPIs, measurement frequency, sample design, and reporting format.
2
Baseline Measurement
We conduct the first wave to establish baseline levels for all tracked metrics.
3
Ongoing Waves
We conduct regular measurement waves on consistent samples and methodology.
4
Trend Analysis
We analyse trends, detect statistically significant changes, and contextualise against competitive data.
5
Periodic Reporting
Wave reports with trend charts, alert flags, and strategic implications delivered within 1 week of fieldwork.
Frequently Asked Questions
How often should we track?
Quarterly for strategic brand tracking. Monthly during active campaigns. Continuously for fast-moving categories.
How much does tracking cost?
Wave-based tracking from PLN 12,000/wave. Continuous tracking from PLN 8,000/month. Annual programmes from PLN 50,000.
How many competitors can you track alongside our brand?
Typically 2–5 competitors. Adding competitors increases questionnaire length marginally.
What is a brand tracking study?
A tracking study measures brand health metrics (awareness, consideration, preference, usage, image) at regular intervals to detect trends, campaign effects, and competitive shifts over time.
How often should tracking waves be conducted?
Quarterly for most brands. Monthly during active campaigns or competitive disruption. Continuous (weekly) for large FMCG brands or real-time campaign optimisation.
What sample size is needed per wave?
N=300–500 per wave for category-level tracking. N=100–200 per week for continuous designs. Larger samples needed for sub-group analysis.
Industry Sources & Standards
External sources and industry organizations related to this research method:
Related Sectors
This solution is most frequently applied in the following industries: