Hanover Research Launches Brand Tracking Tool

Arlington, VA-based Hanover Research has launched a quarterly Brand Tracker measuring brand health by quant benchmarking of customer feedback on companies and their competitors.

Hanover was founded fifteen years ago and delivers market intelligence using a fixed-fee model to more than 1,000 clients. It has been listed as a Top 50 Market Research Firm by the AMA for the last four years.

The new full service tool can be used for audience / sample identification, survey design and administration, analysis and reporting, and boasts twelve brand tracking metrics, detailed customer profiling and a proprietary 'intent to purchase' model. Users can customise customer needs and product / service quality attributes, and view brand tracking metrics over time via a dashboard.

VP of Content Innovation Cam Wall says of the launch: 'Full-funnel, comprehensive brand tracking can be cost prohibitive, and while many superficial DIY survey templates exist, it can be very time consuming for companies to create and manage the surveys themselves. We created Brand Tracker to hit the sweet spot in between, channeling more than 15 years of experience developing thousands of brand tracking surveys to create a tracking tool that provides all the measurements of brand health you need, quickly and cost-effectively'. Vineeta Mooganur, the company's Chief Growth Officer, says the tool can help clients spot underperformance early, identify and target groups with high potential, understand attributes to enhance existing products or develop new ones, and benchmark against competitors.

The firm is online at www.hanoverresearch.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.