<h2 dir="ltr">Brand Tracking Studies</h2>
&nbsp;
Understanding your customer isn&rsquo;t just important as a brand, it&rsquo;s everything.&nbsp; Having on-going, consistent, detailed feedback from your customer base can be a game changer when building and sustaining a meaningful brand with high levels of customer loyalty - but how do you achieve this? A brand tracking study can be your secret weapon.&nbsp;
&nbsp;
Research type - quantitative and qualitative Focus - comparable, repeatable, consistent metrics that demonstrate brand health Timescale - on-going and long term, minimum of a year&nbsp; Panel - current customers with a control group of non-customers
&nbsp;
What is brand tracking?&nbsp;
Brand tracking studies are a way of monitoring key metrics that reflect your brand&rsquo;s performance over time. This can include awareness, consideration, usage, where you sit among your competitors, customer experience and even marketing and advertising performance.
&nbsp;
How does brand tracking work?&nbsp;
A consistent set of questions are sent out to a targeted group of consumers at regular intervals. The data generated by these surveys are compared with each other allowing for trends and developments to emerge. These insights allow brands to identify opportunities, areas for improvement, successes and failures and strengths and weaknesses. The proactive nature of a tracking study enables early detection of changes which allows for strategic and informed decision making.&nbsp;&nbsp;
&nbsp;
What can I find out from a brand tracking survey?&nbsp;
Brand performance - measure your brand&rsquo;s awareness, consideration and usage to give insights into your brand&rsquo;s health and the effectiveness of your brand and marketing activities. Brand perception - understand how your customers see your brand and how its values are perceived. Get clarity on your customer&rsquo;s view of brand association, personality and trust. Brand preference - see how your brand measures up against its competitors and how loyal your customers are, to identify potential opportunities and current brand weaknesses. Customer satisfaction - identify how your customers feel about your brand and their experience at every touch point, to refine your brand and communication strategies.&nbsp;
&nbsp;
What problems can brand tracking solve?&nbsp;
Brand tracking can cover a huge amount of information depending on the questions you ask, but the key is to identify areas of interest which are likely to change over time, have a high impact on your brand&rsquo;s success, and may not be clear from short term interactions with your customers.&nbsp;
Here are some examples of questions that can be clarified by brand tracking -
<ul>
<li dir="ltr" aria-level="1">
Do our customers consider our brand to be good value based on the quality and cost of our products?
</li>
<li dir="ltr" aria-level="1">
Are our brand values being effectively experienced by our customers?&nbsp;
</li>
<li dir="ltr" aria-level="1">
Do Gen Z and Millennial perceptions of our brand differ?&nbsp;
</li>
<li dir="ltr" aria-level="1">
Do we really know who our competitors are - which other brands are our customers buying?
</li>
<li dir="ltr" aria-level="1">
Are we offering enough innovation to keep our customers engaged in the future?&nbsp;
</li>
<li dir="ltr" aria-level="1">
Does our current visual brand identity connect effectively with our core customers?
</li>
<li dir="ltr" aria-level="1">
Has our social media content reached the right people and is it leading customers into stores?&nbsp;
</li>
<li dir="ltr" aria-level="1">
What is motivating our loyal customers to make repeat purchases?
</li>
</ul>
&nbsp;
How will brand tracking add value?
While instincts can play an important role in decision making, having specific data about the health of your brand is the only way to make informed decisions, and understand ROI on your marketing and branding efforts. Sales figures give a picture of product success and failure, and social media analytics can show what is connecting with an audience, but this information not only lacks the ability to predict future trends and customer needs, it also misses the nuance and detail that brand tracking can provide.&nbsp;
&nbsp;
Things to consider
Consistency is key - the power of brand tracking is in comparable data. Ensuring that the same questions are asked repetitively provides high-quality data that will deliver valuable insights. New questions can be added or dated ones removed, but not too frequently. Survey questions - It sounds obvious, but not everything can or should be tracked. Questions should be important to the brand over time to ensure consistency, and specific enough to prompt detailed responses from participants. Survey frequency - Known as a wave, the frequency with which your brand tracking survey is sent out can be critical. Too frequently and there won&rsquo;t be enough variance in the data to identify changes, not frequently enough and nuance and emerging themes can be missed. Panel - Survey data is only as good as the participants, so asking the right people is key. The majority of the panel should be current customers, with a control group of non customers, with criteria that makes it simple to replace any lost participants easily. Think strategically - there may be a specific problem that you are hoping brand tracking will solve, but it needs to be seen as an ongoing strategic investment. Be open minded about the future of your brand and its customers to allow for surveys to maintain long-term value.
&nbsp;
<h5>Want to know how a brand tracking study could help your brand? Get in touch <a style="color: #4f0e2e;" href="https://www.brandjar.co.uk/contact/" target="_blank" rel="noopener">here</a></h5>

Having on-going, consistent, detailed feedback from your customer base can be a game changer when building and sustaining a meaningful brand with high levels of customer loyalty

Brand Tracking Studies - everything you need to know

<h2>CONCEPT TESTING</h2>
&nbsp;
New product development is rocket fuel when growing a brand and maintaining competitive advantage. Ensuring that the customer&rsquo;s perspective is proactively involved in NPD from the very earliest stages minimises risk and maximises chances of success.&nbsp;&nbsp;
&nbsp;
Research type - quantitative and qualitative Focus - explore reactions and customer needs, then validate concept and market potential Timescale - data collection 1-2 weeks Panel - intended customer profile for the product
&nbsp;
What is concept testing?&nbsp;
Concept testing is early stage research that allows customers to give open feedback on basic concepts that have come from an ideation phase. It is an opportunity to validate product or service ideas while they are still in their infancy, to establish the viability, appeal and market potential and mitigate the risk of pursuing the wrong ideas.
&nbsp;
How does concept testing work?&nbsp;
There are several methodologies that can be used for concept testing, which bring different benefits and largely fall into 3 categories -
Monadic - considered to be the least biased form of concept testing. One concept is shown to a panel of customers, for feedback. Each concept requires a separate panel, which results in an unbiased view of each concept. However, as a result this method takes longer and costs more.&nbsp;
Sequential - a balance which gives detail but may allow for bias. Multiple concepts are shown to a panel of customers one after another, with feedback asked for after each concept. This is more cost effective than a monadic approach and provides detail, but can allow for concept bias and takes more time for the participant.
Comparative - fast high level overview but a lack of detail. Multiple concepts are shared with a panel of customers, who provide feedback at the end. This is a time efficient and cost effective way of identifying a leading concept, but may not return the detail that other methodologies can provide.&nbsp;&nbsp;
&nbsp;
What can I find out from concept testing?&nbsp;
Concept testing will help you to identify the strongest and highest potential ideas to pursue, but it can also give you lots of additional detail such as -&nbsp;
Substantiating product or service ideas, identifying potential problems and areas of improvement, assessing market fit including potential users wants and needs, user preference, highlighting blind spots or misinterpretations and brand product fit etc
&nbsp;
What problems can concept testing solve?&nbsp;
Getting customer feedback from the early stages can give definitive answers that will focus product or service development. Focus for testing varies significantly, but some examples are -
<ul>
<li dir="ltr" aria-level="1">
Is our idea different enough from existing products to feel innovative?&nbsp;
</li>
<li dir="ltr" aria-level="1">
The packaging form is completely new, does the customer understand it?
</li>
<li dir="ltr" aria-level="1">
Does this approach to advertising feel progressive or off brand?&nbsp;
</li>
<li dir="ltr" aria-level="1">
Is the market ready for this idea?
</li>
<li dir="ltr" aria-level="1">
Do we have blindspots that we are completely missing?&nbsp;
</li>
<li dir="ltr" aria-level="1">
We see this as a wellness product, would it be better positioned as a beauty offering?
</li>
<li dir="ltr" aria-level="1">
Will this content work as an omnichannel campaign?&nbsp;
</li>
<li dir="ltr" aria-level="1">
We believe this is a problem solving item, but is it meeting customer&rsquo;s needs?
</li>
</ul>
&nbsp;
How will a product trial add value?
It is so much more cost effective to test your brand&rsquo;s ideas than it is to waste months, and potentially millions, on ideas that won&rsquo;t land with your customer and could do significant damage to your brand value. The ability to derisk innovation and product development with concept testing can also encourage creativity. Cautious thinking that inevitably goes hand in hand with ideas that haven&rsquo;t been trialled can produce inoffensive outcomes that won&rsquo;t disrupt markets and power growth.
&nbsp;
Things to consider
Detail - don&rsquo;t gild the lily! You need enough detail to ensure the participant understands the concept, but avoid jargon and terms that will confuse or alienate the customer. This is not the time for testing marketing ideas, keep the concept clear, focused and concise. Which methodology? - there are pros and cons to each approach. Cutting corners can be a false economy especially at the early stages, so consider your budget and time frames, and whether you need detail to refine, or an overarching indication.&nbsp; Partnership - some insight is good, ongoing insight is better. Consider running concept testing more than once as your ideas evolve and follow up with a product trial once your ideas are actualised. This will allow for staged refinement and confidence in your idea.&nbsp; Bad result or bad idea - not getting the feedback you hoped for doesn&rsquo;t mean it&rsquo;s a bad idea. Is the target customer right, is it the right time for the market to receive this idea? Trying again with a different group or at a different time may garner much more positive results.&nbsp;
<h5>&nbsp;</h5>
<h5><a href="https://www.brandjar.co.uk/contact/" target="_blank" rel="noopener">Want to know how concept testing could help your brand? Get in touch here</a></h5>

New product development is rocket fuel when growing a brand and maintaining competitive advantage.

Concept Testing - everything you need to know 

<h2>Product Trials&nbsp;</h2>
&nbsp;
Getting a future product in front of real users is the acid test of its potential. A product trial provides invaluable feedback that can prevent costly mistakes when launching a new offering, and ensure that you are delivering high quality products that will work for your customer and your brand.&nbsp;
&nbsp;
Research type - quantitative and qualitative
Focus - usage testing on product performance and detailed review on user experience
Timescale - 4 to 6 weeks (depending on product)
Panel - intended customer profile for the product
&nbsp;
What is a product trial?
A product trial is an opportunity to get new products in front of their intended customers so they can provide invaluable detailed feedback. A product trial is usually conducted over a fixed period of time in a customer&rsquo;s home. Product trials can cover a wide range of information, but largely focus on market acceptance, design quality, usage patterns, the product&rsquo;s value to the customer, if there is need for product guidance or education and effective positioning.&nbsp;
&nbsp;
How does a product trial work?&nbsp;
To get the most value from a product trial the process is divided into two.
First stage - usage test. The product is provided to the panel of customers to be used at home in their daily lives, with regular check-ins for their observations, opinions and reactions. This would usually be done over 4-6 weeks, but depends on the complexity or frequency of usage of the product.
Second stage - in depth feedback. The customer will share their conclusions from the usage test, and will give their opinions on design, customer profiles, labelling or information, pricing, and any other observations.
&nbsp;
What can I find out from a product trial?&nbsp;
Product trials can be incredibly illuminating and cover a huge amount of information including -
Product design flaws and successes, packaging suitability, usability, effectiveness of operating instructions or education, daily usage patterns, messaging and positioning, customer profile suitability, product application, how customers talk about the product, product brand fit, retail opportunities etc.&nbsp;
&nbsp;
What problems can a product trial solve?&nbsp;
Product trails are a rich source of insight that can ensure honed and tailored products that are the perfect fit for your customers and brand. Areas of focus can vary depending on the product type, but here are examples of questions from product trials -&nbsp;
<ul>
<li dir="ltr" aria-level="1">
Does our existing colour range work for the customer in this new formulation?&nbsp;
</li>
<li dir="ltr" aria-level="1">
Is this a product that will fit into our customers existing routine and be used daily?
</li>
<li dir="ltr" aria-level="1">
Sustainability is at the core of this new product, but we are using existing packaging - will this have an effect on the customer perception of the item?&nbsp;
</li>
<li dir="ltr" aria-level="1">
The correct usage of this product is important for the best outcome, are our instructions effective?&nbsp;
</li>
<li dir="ltr" aria-level="1">
We have had mixed feedback on the name of the product internally, is it landing with the customer?&nbsp;
</li>
<li dir="ltr" aria-level="1">
This is our first step as a brand into a new category, is the customer open to this brand development?
</li>
<li dir="ltr" aria-level="1">
We think the customer will be excited by this product, but will that excitement last past the first usage?&nbsp;
</li>
<li dir="ltr" aria-level="1">
Does the design have any flaws which will become a blocker for the customer?
</li>
</ul>
&nbsp;
How will a product trial add value?
Product trial insights are worth their weight in gold! Not only at a product level, but to ensure the strategic, informed and fast decision making needed to build a strong and healthy brand.&nbsp;
Best case scenario - a product trial can provide feedback that can finesse a high potential product to ensure a smooth and successful launch with accurate positioning. Plus the independent data can show the potential of a product with stockists and partners.&nbsp;
Worst case scenario - a product trial can save immense amounts of time and money by preventing an unsuccessful product and launch that could damage your brand reputation.&nbsp;
&nbsp;
Things to consider
Diverse approaches - even with the clearest instructions, each customer will have different ways of using a product. The unexpected outcomes and insights are where the value of a product trial lies. 5*s from the team - what you may consider to be the defining feature, or what you are most proud of about a product, may not land with the customer. Try not to be defensive, but see the opportunities - what needs to change to make the product a better fit? Innovative thinking - it&rsquo;s not unusual to see customers using a product in a completely different and inventive way. Different applications can expose great new ideas. Trial length - consider how regularly you expect your product to be used, if there is a delayed benefit (a supplement or anti-aging skincare for example), or how long it would take for a customer to become familiar with your product. There are multiple factors that will inform how long a trial should last to be informative. Perfect panel&nbsp;- getting the right group of customers is key to securing valuable insights. If your new product is the tool to expand your demographic, you&rsquo;ll need a panel to match.
<h5>&nbsp;</h5>
<h5><a href="https://www.brandjar.co.uk/contact/" target="_blank" rel="noopener">Want to know how a product trail could help your brand? Get in touch here</a></h5>

Getting a future product in front of real users is the acid test of its potential.

Product Trials - everything you need to know 

<h2>CLIENT - JAPANESE SNACK BRAND&nbsp;</h2>
<h4>FOCUS - Purchase decision in a complex category&nbsp;</h4>
<h4>THE PROBLEM - Understanding customer demand for world food snacks to win space on supermarket shelves&nbsp;</h4>
&nbsp;
<h4>CHALLENGES&nbsp;</h4>
<ul>
<li>Supermarket world food aisles largely lack curation - all 'ethnic foods' together in one space</li>
<li>Growing globalisation and demand for diversity means&nbsp;huge opportunities for brands</li>
<li>Lack of visual cues that UK shoppers are used to (e.g. green crisp packet = cheese and onion) can limit experimentation</li>
<li>Less data on consumer behaviour in this complex space can be a barrier when approaching category managers</li>
<li>How do you improve your product when there is little understanding of how consumers navigate and make purchase decisions?</li>
</ul>
<h4>&nbsp;</h4>
<h4>WHAT WE DID&nbsp;</h4>
<ul>
<li>Qualitative research</li>
<li>Panel - 50 open-minded shoppers</li>
<li>Survey creation -
<ul>
<li>Store visit to world food aisle - identifying good and bad examples of packaging</li>
<li>Snack taste testing - in-depth critique of 4 products identifying areas for improvement in product and packaging</li>
</ul>
</li>
<li>Responses - video, written &amp; photo</li>
<li>WhatsApp survey distribution</li>
<li>14 day turnaround</li>
</ul>
<h4>&nbsp;</h4>
<h4>INSIGHTS&nbsp;</h4>
<ul>
<li>Appealing packaging allowed participants to understand or connect with the product -
<ul>
<li>Bright, colourful, vibrant designs that made the product stand out</li>
<li>Clear descriptions of flavour and or texture e.g. spicy, citrusy, crunchy, crispy</li>
<li>Visual representation of the snack on packaging so customers know what to expect</li>
<li>Perceived health qualities - claims such as less fatty or more nutritious</li>
<li>Price point being perceived as affordable or good value for money</li>
<li>Some participants were drawn to new, exciting options that felt culturally authentic</li>
</ul>
</li>
</ul>
<ul>
<li>Unappealing packaging alienated or failed to catch attention of participants -
<ul>
<li>Bland or dated or conversely overly busy or hard to interpret designs</li>
<li>A lack of information or description about what the product is or includes</li>
<li>Concerns about processed or artificial looking foods</li>
<li>Culturally inauthentic or mainstream looking products</li>
</ul>
</li>
</ul>
<ul>
<li>Of the 4 products samples in the taste test there were 2 clear front runners -
<ul>
<li>Both had high contrast, engaging, clear packaging that visually represented the snack or flavour, with non-English text in the design which was seen as authentic</li>
<li>The winning formula was a balance of cultural authenticity and familiarity with specific flavour description with participants enjoying unexpected flavours with crunchy textures</li>
</ul>
</li>
</ul>
<h4>&nbsp;</h4>
<h4>ACTIONS&nbsp;</h4>
<ul>
<li>Adaption of packaging to appeal to UK consumers and stand out on supermarket shelves</li>
<li>Quantifiable data for approaching category managers and supporting a business case for product shelf space</li>
<li>Evidence to strategically drive NPD innovation and influence ranges and products for the UK market</li>
</ul>

Case study - understanding purchase decision for a snack brand 

<h2>CLIENT - INTERNATIONAL LINGERIE BRAND&nbsp;</h2>
<h4>FOCUS - Brand perception and customer experience&nbsp;</h4>
<h4>THE PROBLEM - Slow&nbsp;sales and retail footfall despite refreshed brand values&nbsp;</h4>
<h4>WHAT WE DID&nbsp;</h4>
<ul>
<li>Qualitative research</li>
<li>Panel - 50% lapsed shoppers, 50% new to brand</li>
<li>Survey creation -
<ul>
<li>1x brand perception</li>
<li>1x in-store experience</li>
<li>1x online experience</li>
<li>1x post-experience brand perception</li>
</ul>
</li>
<li>Responses - video, written &amp; photo</li>
<li>WhatsApp survey distribution</li>
<li>10 Day turnaround</li>
</ul>
<h4>RESULTS</h4>
<ul>
<li>Pre-shopping brand perception - a&nbsp;glamorous and hyper feminine brand&nbsp;that had positive nostalgic association for some participants, but felt in need of a change to meet modern expectations. When it came to the refreshed brand values, participants believed they were talking the talk but not walking the walk with representation and diversity.</li>
<li>Key takeaways from in-store shopper experience -
<ul>
<li>Positive first impressions around feminine glamorous store layout and feel</li>
<li>Not enough representation - some efforts to show larger size mannequins contradicted by brand photography of traditionally sized models</li>
<li>Underutilised signage, promotional materials and in-store information</li>
<li>Well received additional ranges such as loungewear and fragrance, but a lack of awareness</li>
</ul>
</li>
</ul>
<ul>
<li>Key takeaways online shopper experience -
<ul>
<li>Positive first impressions with an easy to navigate site</li>
<li>Lack of diversity and representation in models and photography</li>
<li>Room for improvement with stock availability</li>
<li>Effective copy, promotional and online store information, particularly around bra fitting</li>
</ul>
</li>
</ul>
<ul>
<li>Common themes -
<ul>
<li>Not enough larger sizes offered</li>
<li>Well priced promotions, but a general feeling that products were expensive</li>
<li>Lack of awareness of everyday underwear category, which was well received but unexpected</li>
</ul>
</li>
</ul>
<ul>
<li>Post shopping brand perception - pleasantly surprised by the breadth of the brand&rsquo;s offering and the majority enjoyed their shopping experience. Some were keen on the feminine brand feel, though a larger commitment to representation was needed to convert some participants.</li>
</ul>

Helping an international lingerie brand understand how customers see their brand and identify room for improvement in-store and online 

Case study - Brand perception & customer experience for a lingerie brand

The problem - How do we get a notoriously complex demographic to engage with market research?&nbsp;&nbsp;
The challenges - Gen Z are game changers and are approaching pretty much everything differently than the generations that went before them. The preferences and attitudes that are inherent to this generation make engagement with market research much more challenging. Here a few reasons why -&nbsp;&nbsp;&nbsp;
<ul>
<li dir="ltr" aria-level="1">
Shorter attention spans &ndash; traditional approaches to market research often fail to hold Gen Z attention, and completion is less likely as a result. There is a desire for fast, interactive and visual approaches that don&rsquo;t feel outdated.&nbsp;&nbsp;
</li>
</ul>
<ul>
<li dir="ltr" aria-level="1">
Scepticism towards brands and institutions &ndash; Gen Z are highly sceptical when it comes to sharing personal data, and are unlikely to do so if they don&rsquo;t see a benefit or suspect their information may be misused.&nbsp;&nbsp;
</li>
</ul>
<ul>
<li dir="ltr" aria-level="1">
Preference for authenticity &ndash; Gen Z prefers genuine interaction over formal communication. Experiences perceived to be transactional or impersonal won&rsquo;t resonate.&nbsp;
</li>
</ul>
<ul>
<li dir="ltr" aria-level="1">
Values alignment &ndash; brands that aren&rsquo;t perceived to reflect personal core values are not of interest to Gen Z consumers. There is a desire for legitimate authenticity, inclusivity, diversity and sustainability over more traditional commercial agendas.&nbsp;&nbsp;
</li>
</ul>
<ul>
<li dir="ltr" aria-level="1">
Digital fatigue &ndash; this generation is over-saturated with ads, surveys, social media, etc making them more selective about where they direct their attention. Research may not rank highly on their list of priorities if it isn&rsquo;t rewarding.&nbsp;&nbsp;
</li>
</ul>
<ul>
<li dir="ltr" aria-level="1">
Appropriate incentivisation &ndash; Gen Z expect immediate and tangible rewards for their time. If incentives, monetary or experiential, don&rsquo;t feel worthwhile, they are unlikely to engage.&nbsp;
</li>
</ul>
&nbsp;
Brand Jar&rsquo;s solutions - By 2025 Gen Z will represent 25% of the global population. Counting them out of market research is not an option, particularly as in the years to come Gen Z will be the ones shaping the future economy and consumer landscape. Brand Jar have seen great success in engaging Gen Z participants in research by adopting the following approaches -
<ul>
<li dir="ltr" aria-level="1">
WhatsApp - Brand Jar uses Whatsapp as our primary way of sending questions to participants. It has proven to be popular with Gen Z, as well as many other demographics, as it is easy to use, an inbuilt part of many people&rsquo;s day-to-day communication and there is no need to download an additional app or learn a new interface. We believe that the simplicity of engaging with research through Whatsapp has significantly reduced the drop out rate of Gen Z participants.
</li>
<li dir="ltr" aria-level="1">
Pace - Strike while the iron is hot! Getting surveys to participants quickly when they are engaged is vital. Whatsapp allows for rapid responses, whenever and wherever is convenient, which means you can capture feedback at the point of peak engagement.&nbsp;
</li>
<li dir="ltr" aria-level="1">
Question and response variety - creating interesting and engaging surveys will ensure better responses and more valuable insights from any generation. Keeping question types varied keeps surveys interesting. Gen Z grew up on social media and are generally at ease with creating video, so don&rsquo;t miss the opportunity to ask for selfie video answers which can produce powerful and valuable verbatim.&nbsp;
</li>
<li dir="ltr" aria-level="1">
Water tight GDPR - Gen Z are more aware than ever about how their data is collected and used. Brand Jar clearly informs participants about how their data will be used, stored, and shared. It&rsquo;s not only the right and legal thing to do, a commitment to data protection fosters trust which is more likely to lead to more honest and valuable insights.&nbsp;&nbsp;
</li>
<li dir="ltr" aria-level="1">
Paying incentives quickly - Making sure that the participant receives incentives as quickly as possible makes for a more positive research experience and acknowledges the value of that person&rsquo;s time and perspectives.&nbsp;
</li>
<li dir="ltr" aria-level="1">
Offering unincentivised research - It may sound counterintuitive, but when the motivation for taking part in research is a passion or investment in the subject matter, contributing to the process can be rewarding enough. This can be particularly appealing to Gen Z audiences who value the chance to contribute and shape areas they are engaged with.&nbsp;
</li>
<li dir="ltr" aria-level="1">
Lead with purpose - Though not always an option, where possible, sharing the reason and the aim of research can be incredibly appealing to Gen Z audiences, and more likely to get them onboard. Understanding the purpose of a piece of research and how their feedback will be shared can be a real motivator.
</li>
<li dir="ltr" aria-level="1">
Share results - Again, it&rsquo;s not always possible, but sharing the results of research with participants can increase their feeling of investment in the process. Knowing that they have played an active part in improving or changing a brand can be a game changing element in producing Gen Z trust and commitment to market research.&nbsp;
</li>
</ul>
&nbsp;&nbsp;
While it&rsquo;s not always easy getting Gen Z participants on board with research, employing some of the tactics above can make a significant impact, and have certainly made a difference for Brand Jar. Ensuring there is a Gen Z voice in market research will ensure that the consumers of tomorrow are being factored into the perspectives of today.
&nbsp;

How do we get a notoriously complex demographic to engage with market research?

How to get Gen Z to engage with market research

You'd be pretty hard pressed to find someone with a smartphone that doesn't know what WhatsApp is. In fact, for many people, WhatsApp has come to dominate the way we communicate. Launched in 2009, Whatsapp gained traction quickly as a result of its simplicity, reliability and cross-platform compatability. As one of the first apps to offer free internet-based messaging, it quickily began to replace SMS messaging, and it has stayed not just relevant but dominant, with it's user-friendly interface and lack of adverts.&nbsp;
In 2014 Meta acquired WhatsApp for $19 billion. At the time is was one of the largest acquisitions in the tech space, reflecting the immense potential and user base of over 600 million active users at the time. The acquisition turbo powered WhatsApp's growth enabling it to add funcation like WhatsApp Business and WhatsApp pay, and WhatsApp is now used by more than 2 billion people worldwide.&nbsp;
Why did Brand Jar choose WhatsApp as our prefered method of communication with consumers?&nbsp;
There are a myriad of reasons that&nbsp; makes Whatsapp just make sense for Brand Jar
<ul>
<li>Ease of use - Whatsapp has removed some of the barriers to entry for market research. Participants don't need to download a new app, figure out a new interface, or be faced with a piece of tech that isn't going to work. They just answers some questions on an app they are really familiar with&nbsp;</li>
<li>Multi-media capabilities - Whatsapp takes text, photo, video, even voicenotes in its stride. It ensures that participants can capture their thoughts and feelings in a way that is simple for them, and incredibly powerful for the brand that has commissioned the research and no one has to sit staring at a spinning wheel of doom while a video doesn't upload&nbsp;</li>
<li>Higher completion levels - When the task is simple, it's much more likely to be completed. We see a much lower dropout rate than you would expect to see from participants using other survey completion methods. Preventing friction with the communication method also means participants can just concentrate on the survey, giving higher quality results</li>
<li>Convenience - Participants can engage with Brand Jar surveys whenever and wherever is convenient to them. It doesn't require any additional equipment beyond their phone, which makes taking part in market research more user friendly and less daunting.</li>
<li>Speed - Using WhatsApp makes pretty much every step of the research process quicker. As soon as the invitation arrives with the participant (which takes a matter of minutes), they can begin the survey. The questions clearly describe what is needed from the participant, and the next question follows seconds after the previous is completed. It makes fast turnaround of research a reality, and brands can see the answers coming into the Brand Jar platform from participants in real time.</li>
<li>Reach - According to OFCOM, there are over 34 million users of WhatsApp in the UK in 2024, which is 90.3% of smart phone users. On the basis that all you need to take part in research with Brand Jar is a phone number and WhatsApp, the potential panel for your research is incredible! We know it's not for everyone, but even a single digit % of those numbers is still pretty impressive.</li>
<li>Connection with younger audiences - It is notoriously difficult to get recruit and maintain engagement with Gen Z participants. We have found that the convenience and familiarity with Whatsapp has made it easier to secure their feedback and insights.&nbsp;</li>
</ul>
We could probably list more, but you get the gist - it's a marvellous solution!&nbsp;
&nbsp;
Brand Jar's ability to utilise Whatsapp to gain consumer insights has been a game changer for the brands who have chosen to work with us. It's opened up the possibility of reaching current and future customers in a way that is convenient, effective and fast, resulting in powerful insights and positive research experiences for everyone. What's not to like!&nbsp;

The benefits of using WhatsApp to reach consumers to get their views, opinions and feedback  

Is WhatsApp a good solution for market research?

Tracking studies are like the fitness trackers of market research, only instead of counting steps, they&rsquo;re keeping tabs on things like brand engagement, customer loyalty, and key trends. Some people are natural runners, lucky them, but if you want to become a professional athlete, you&rsquo;re going to need more than an affinity for pounding the pavement. Just as an Olympian will know every single metric about their health and fitness, and will use that information to their advantage, tracking studies give companies a steady flow of insights that will help them to hone and finesse their strategies.
What is a tracking study?&nbsp;A tracker is an ongoing study that collects data over time to monitor changes in consumer perceptions, behaviors, and brand performance. Rather than a one-time survey, tracking studies are conducted at regular intervals&mdash;weekly, monthly, quarterly, or even annually&mdash;to gather consistent data on specific metrics. The ongoing monitoring allows brands to see how consumer attitudes shift over time and identify trends and potential issues.&nbsp;
Let&rsquo;s say a company launches a new product, like an all-natural low-sugar, keeping to the fitness theme. They could just get it launched and hope people love it, or, with a tracking study, they can get ongoing feedback about the product from real consumers to see how it&rsquo;s actually landing. Is it appealing to the intended customer demographic? Do the product and packaging compliment each other? Is the low-sugar claim communicated effectively? These regular insights keep brands in the loop on what&rsquo;s working and what isn&rsquo;t over time, not just a singular snapshot view.
Tracking studies also help companies spot those more subtle, slow-burn trends. Imagine a brand starts noticing through tracking data that consumers are increasingly interested in refillable packaging that feels luxurious. Desire for sustainability isn&rsquo;t new, but not wanting to compromise on something that feels aspirational is an emerging theme - sentiment is shifting. With this information, the brand can jump on the trend early, roll out green packaging that&rsquo;s giving luxe, and be a brand that &ldquo;just gets&rdquo; their customers.
Let&rsquo;s not forget brand perception - tracking studies can help companies avoid those awkward moments that come with jumping on a trend too late (demure anyone?). Maybe last year, the brand&rsquo;s marketing campaign came across as fun, quirky and of the moment, but now consumers feel like it&rsquo;s been played to death. With regular consumer understanding, brands can course-correct, keeping their marketing fresh and aligned with, if not ahead of, current tastes.
Then there&rsquo;s the competition. Tracking studies don&rsquo;t just measure how a brand is doing; they can also look at how competitors are faring. If a rival brand suddenly has a spike in popularity, it&rsquo;s worth investigating why. Did a new product land really well? Did a specific ad campaign resonate? These insights let brands stay sharp and learn from competitor&rsquo;s approaches in increasingly competitive environments.
In conclusion, tracking studies can be the secret weapon that help brands become Olympic athletes in their field. The powerful information gathered in a tracker allows a brand to stay tuned into their audience, identify trends, and make adjustments in real-time. In a world where consumer loyalty is becoming hard to maintain, a tracker can help create a brand that&rsquo;s actively listening to their consumer, adapting, and staying ahead of the game, today, next month and next year.
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Want to know how Brand Jar can deliver a tracking study for your brand? <a href="https://www.brandjar.co.uk/contact/" target="_blank" rel="noopener">Drop us a line</a>&nbsp;&nbsp;
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How regular consumer insights can help brands to finesse their offering

Tracking Studies - The Secret to Staying Relevant (Without Guesswork)

<h2>CLIENT - INTERNATIONAL COLA BRAND&nbsp;</h2>
<h4>FOCUS - In-store </h4>
<h4>THE PROBLEM - How to improve on-shelf presence to drive sales in supermarkets</h4>
<h4>WHAT WE DID&nbsp;</h4>
<ul>
<li class="p1">Quantitative research</li>
<li class="p1">Pariticipant selection - 90 participants selected fitting key criteria</li>
<li class="p1">Survey creation - 3 surveys</li>
<li class="p1">WhatsApp survey distribution</li>
<li class="p1">7 day turnaround&nbsp;</li>
<li class="p1">Surveys designed to understand shopper loyalties, retail&nbsp;environments, in-store experience, shopping habits and sustainability preferences</li>
<li class="p1">Participants attended a range of specific supermarkets including Sainsbury&rsquo;s, Tesco, Asda, Morrisons, Waitrose, Lidl, Aldi and Co-op</li>
</ul>
<h4>RESULTS</h4>
Data included in-store video, photos, written opinion and participant profile&nbsp;information
<ul>
<li class="p1">Understanding of product location and how easy participants found locating and purchasing bradn items in-store</li>
<li class="p1">Examination of the quality of the shopper experience through video and&nbsp;photo, including -&nbsp;
<ul>
<li class="p1" style="font-weight: bold;">in-store experience</li>
<li class="p1" style="font-weight: bold;">promotional merchandising</li>
<li class="p1" style="font-weight: bold;">on-shelf presence</li>
<li class="p1" style="font-weight: bold;">pricing</li>
</ul>
</li>
<li class="p1">Understanding of potential improvement of in-store experience</li>
<li class="p1">Evaluation of range of cola choices available and how brand products compared&nbsp;</li>
<li class="p1">Evidence to support improved product display and promotional materials</li>
<li class="p1">Understanding of loyalty schemes including -
<ul>
<li class="p1">Which loyalty schemes participants used</li>
<li class="p1">How regularly participants used loyalty schemes</li>
<li class="p1">Percieved value of loyalty schemes</li>
</ul>
</li>
</ul>

Identifying areas of improvement with supermarket on-self presence 

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