“We need to see benchmarks and how we compare to our competitors for every question.”
Tracking research is a key part of our lives at Kantar Health and something we have a great deal of experience in. We work closely with our clients to assess how to optimise the success of their brand in its competitive environment.
Our sixth sin, is ENVY – where we are challenged to provide benchmarks which are comparable on a multitude of factors, for a multitude of questions. Although competitive benchmarking provides context, it can also be restrictive for questionnaire design and wording since benchmarks are historic by nature, whereas markets are dynamic due to the driving forces of innovation and marketing effectiveness. We believe that reaching a brand’s full potential - which is at the heart of every tracking study - is best achieved by focusing on market share in a competitive setting. Thus, central to our approach to discovering unrealized brand opportunity is PINNAKLETM, the only brand equity framework designed for handling the complexity of multiple stakeholders in healthcare markets. Don’t be envious of your competitors! If you want to pull ahead of the pack in 2016, then read our white paper today about taking your brand to its sales peak with PINNAKLETM and why not follow up by also booking a bespoke brand equity workshop with us in the New Year?
Look out for the final sin in 2016, and if you are interested in our proven research solutions, we would like to offer you a bespoke tracking workshop at your office.
I would like to book an onsite bespoke tracking workshop with Kantar Health >