Brand Health | Configuration Guide

Overview

Before you can start tracking your brand health, you’ll need to set up the survey that will be sent out to get insights into how consumers view your brand.

It’s important to set the survey up correctly if you’re using the continuous tracker because you won’t be able to change questions throughout the year. Please reach out to your account representative if you have any questions or need help.

If you would like to have one of our consultants help you to set up your tracker, you can request Professional Services through the Zappi Platform.

Configuration

From the home screen, select ‘Brand & Market’  from the system tiles or click “View All Solutions on the right and search for Brand Health Tracking.

On the solution tile screen, click ‘Read more’ to go to the solution details page if you need more information, or click ‘Get started’ to start configuring.

Give your project a name so you can find it more easily later on, and select your payment method. If you’re new to using the Brand Health Tracker, you’ll need to contact your account representative to set you up with a dedicated credit pot for this purpose.

Configuration tour

You’ll find a lot of great information in the header while you’re configuring your project:

1. Project title - you can edit this any time.
2. Project Info - shows your sample size, total price, and quickest estimated completion time. These are dynamic and will change as you set up your project.
3. Configuration steps - as you move through the configuration process, see what step you’re on and go back to a previous step.
4. Next - To complete each step, click the next button in the top right.

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Step 1: Country and Category

Select the country and category. If you don’t see a category that fits your needs, please reach out to your account representative.

Adjust the sample size as needed. The recommended sample size is automatically selected. Click ‘other’ and enter a different sample size. For Brand Health Tracking, the recommended sample size is 400 respondents.

Click next.

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Step 2: Pre-survey custom questions

You can include custom questions that fit in after the initial audience screening questions and before the respondent sees the rest of the survey. Keep them clear, simple and as unbiased as possible. In particular, it is vital that you don’t include questions that list or ask respondents to think about brands, as this will bias later survey questions and impact the reliability of your data. 

In the context of brand tracking, think about questions you'd like to collect data on all year, like behavioral questions where the trends are going to be useful.

Choose the type of question you want to create and click ‘Add question’.

You can add existing custom questions if you have them saved from previous projects. Search for key words to quickly find the question and add it to your project, or create a new custom question.

Follow the steps to build the question. If you want to be able to quickly use it for future projects, be sure to click the slider to add this question to your library.

You can edit, duplicate or delete questions. 

Deleting a library question only removes it from your project, it does not delete it from the library.

Click Next.

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Step 3: Add survey inputs

Survey inputs are the details specific to what you're interested in tracking. You'll need a list of brand names you'd like to track (including your own), Category Entry Points, barriers, purchase channels, and reasons for satisfaction. These inputs will be used in the answer options throughout the survey.

Step 4: Post-survey questions

Add questions that will appear after the respondent has completed the rest of the survey. These can be used to gather additional data on your brand. 

For best results, we recommend adding no more than five custom questions per project.

The process for adding these questions is the same as the pre-survey questions.

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Step 5: Choose project consultancy

Decide if you would like a Zappi Consultant to assist with this project.

Reporting Services: Get tailored analysis and reporting on the results of your individual projects, allowing you to focus on the questions that matter most to your business and driving change and action with your key stakeholders.

Did you know? You can also let us manage the platform to configure and launch your individual projects. Learn more about Project Consultancy.

If you want to preview your survey before launching, click ‘Prepare Survey’ and preview it to see what the respondents will see. You can test it yourself in your browser, download a PDF, or share it with a link.

• Preview opens an interactive version of the survey in a new tab you can test it yourself.
• Download a PDF version.
• Copy a link to the interactive preview to share with your team.

Learn more about previewing your survey to see how you can view the study during or after the project is complete.

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Step 6: Launch Survey

Launching the survey will be different depending on the type of tracking you’re setting up.

The Brand Health Tracker launches on the next available 1st of a month. Continuous tracking uses specific pacing to ensure data is collected throughout the month. Respondents are collected continuously all month and a new wave is launched on the first of each month. 

The Brand Health Snapshot works more like any other Zappi solution. You can choose to collect respondents over 1, 3 or 7 days.

Check out our Scheduling and Pacing article for more information.

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Analyze your data with Dashboards

Once your results are ready, you can see all of your data on the Brand Health Dashboard. 

Brand Health Tracking Results

You’ll receive an email when your first wave of data is ready at the end of the month. In the first few months, data will accumulate and patterns will start to emerge. Be aware that the first month or two can be interesting to see where things stand initially, but the true value in the tracker will show in the long term data trends beginning with about 3 months worth of data. You can visit the dashboard as often as you’d like, to see where your brand stands in real time or to answer ad-hoc questions as needs arise.

Brand Health Snapshot Results

For the Brand Health Snapshot, you’ll receive an email notification when your results are ready. All of your data will be in the dashboard, ready for you to comb through and learn from.

For more information about dashboards and how to use them, go to  Brand Health | Dashboards.

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