Choosing the right Brand Health solution for you

Zappi offers two solutions facilitating thorough and cost effective evaluation of Brand Health for your brand and your nearest competitors. 

1. Brand Health KPI Tracker - to monitor brand health and observe change 
2. Brand Health KPI Snapshot - to get a pulse on brand health for one time decision making

Our surveys for both Tracker and Snapshot are the same. The key difference between them comes in the regularity of the data collection - Tracker is continuous, whilst Snapshot is a one-off - and what you can do with that. 

The value of continuous data collection 

Continuous data collection, not continuous data analysis! 

Getting stakeholders together to take action around monthly Brand Health tracking data can be laborious and unwise, since change may only become reliable over multiple waves or months of data. 

However, it’s hard to build up those multiple waves and see a stable picture without regular rounds of data collection. Zappi’s Brand Health KPI Tracker offers a longitudinal data resource that you can dive into when it suits you. Being continuous, you can be confident that the data is fully representative, not just of your target audience, but of time and events. This is especially valuable for seasonal categories, but also ensures that your study won’t skew to a particular day of the week or week of the month when consumer emotions may change. 

At Zappi, we don’t encourage those regular monthly stakeholder meetings (unless you really want them); we would sooner recommend a quarterly review with data rolled up over multiple data points in our platform. We want to arm you with continuous data that you can reach for to support those live debates as they happen where an understanding of a trend is crucial. 

Brand Health KPI Tracker is available in CPG, Durables & Services categories. 

Getting a ‘pulse’ on your brand or category 

If your needs are more point in time or investigative, and there is nothing really to  monitor, then Zappi’s Snapshot may be for you. 

A Snapshot gives you a detailed view of purchase behavior in your category and the strengths and weaknesses of each of the key brands in it. Use the data to think strategically about where to focus on brand perceptions or what opportunities might exist in the category.  

Although Snapshot data is not representative of large time periods, data collection can be paced over a week to reduce risk of skews to times of day or days of week.  

Brand Health KPI Snapshot is available in CPG, Durables & Services categories. 

At a glance