Keep the core measures steady for comparison. Use rotating modules for questions raised by a new competitor, a change in category behavior, or a shift in what customers value.
Four questions the tracker should help answer
- What drives brand choice? Measure the factors that matter to target audiences and how the brand performs on them.
- What changed around the brand? Revise supporting questions as competitive, cultural, and category conditions change.
- How does the customer define the category? Look at every way customers meet the need, including solutions outside the company’s immediate category definition.
- What does the funnel leave unexplained? Use supporting metrics alongside the standard funnel and attitudinal battery to interpret the brand’s direction over time.