For most companies, some form of brand health research is a standard part of ongoing brand tracking. However, i to i research believes that "standard" tracking is rarely enough.

We don’t pretend that the measures we use to track brand health are radically different to those used by many other research organisations: brand health research, by its very nature, is designed to track the image and perceptions of a brand across time, across all key stakeholder groups and against key competition.

However, the environment in which a brand has to compete and the specific challenges it faces are constantly changing. Brand health research needs to at least keep up with (if not ahead of) these changes and methodologies adapted accordingly. For this reason, i to i research does not use off the shelf research packages – instead we work with our clients to tailor research to deliver insights that could make a difference to their business.

One of the words we do use is “why”? Too much research is focused on what is happening rather than why it is happening. We focus on the why, and only then on what can be done to build the brand in light of it.

For more information on how we could help you with your brand health research, please contact Claire Spencer at claire.spencer@itoiresearch.com or call on 020 3178 2160. If nothing else, you can pick our brains for free and we are quite happy to provide you with a research outline for consideration.