Tracking a Brand's Health Over Time Across 19 countries  

A global client specializing in dermatological skincare products.

This client wanted to measure their dermatological skincare brand’s health over time, looking at key brand funnel metrics, brand image, different points of contact, advertising, new product development etc. in order to determine the efficacy of their current strategy, the performance of key competitor brands across different measures, and to develop more effective brand strategy going forward.

To achieve this, MAC Research designed a bespoke, quantitative survey in careful collaboration with the client team to ensure that all important measures were included and asked in the right way. The core survey questions remain consistent, but the client enjoys the flexibility that advertising and NPD modules can be changed at any time to reflect in market activity. The results are displayed in an interactive dashboard that allows for sub-group filtering and specific time periods to be studied. Fieldwork is completed weekly, and we provide regular data updates, and presentations of varying frequency for the different markets.

Switching from Ipsos to MAC Research for their tracker project allowed our client to greatly expand the project scope, up from 6 markets to 16, and then to 19.  The client loves the dashboards and the increased frequency of updates – 6 times a year - plus 2 global presentations annually. Commissioned over 5 years ago, this project is still ongoing. The findings play a significant role in the development of our client’s brand strategy. While the core survey questions rightly have remained largely the same for consistency reasons, we’re regularly providing new analysis in the dashboard to help our client gain as much insight and answer any new research questions they may have.