MRFGR measures whether people recognise your brand, remember it without prompting and associate it with the messages you intend. We can repeat the research over time to track changes and compare results with competitors. This helps you assess brand awareness alongside your marketing activity.
Brand awareness refers to how well your target audience recognises and recalls your brand. Tracking this awareness helps businesses measure the impact of marketing efforts, ensuring your brand stays top of mind amidst competition. This guide explores essential strategies and tools for effective brand awareness tracking, tailored for both newcomers and those seeking to refine their existing efforts.
Planning brand awareness & tracking
Investigate recognition and recall among the audience you want to reach.
Compare brands, audience groups or survey waves using agreed and consistent measures.
Use awareness findings alongside other campaign evidence to consider where messaging or visibility needs attention.
Share the brands, audience and markets to include, plus any earlier study you want to compare against.
Understanding the level of recognition your brand achieves is crucial for strategic planning and targeted marketing. By measuring how familiar your target market is with your brand, you can adjust marketing strategies to improve visibility, engagement, and ultimately, consumer loyalty. Regular tracking allows you to respond to changes in market dynamics swiftly, maintaining or boosting your brand's position in consumer consciousness.
Surveys and Polls: Conduct regular surveys to gauge unaided and aided brand recall. These can provide direct insights from consumers about how well they know your brand compared to competitors. For brand tracking studies, our brand awareness survey sample size calculator can help you estimate the number of responses needed for reliable reporting.
Social Media Monitoring: Utilise tools to monitor mentions, hashtags, and engagements across social platforms. This not only measures recognition but also sentiment and interaction levels.
Search Volume Analysis: Monitor how often your brand is searched for on search engines. Increased search volume can indicate higher brand awareness and interest.
Embrace brand tracking software to automate data collection and analysis, providing real-time insights into brand performance. These tools can measure a range of metrics from social media engagement to search frequency, enabling marketers to focus on creating impactful content and campaigns rather than manual tracking.
Use the insights gathered from tracking to refine your marketing strategies. If awareness is low, consider campaigns that boost visibility. If recognition is high, focus on conversion strategies. Tailoring your approach based on data-driven insights can significantly enhance the effectiveness of your marketing investments.
Project examples
A regional business growth organisation needed to understand which campaigns were being recognised and how businesses viewed its support. An online survey of 200 businesses connected brand awareness with campaign recall, business priorities and perceptions of effectiveness.
Read case studyMRFGR clients
These organisations and the feedback below relate to MRFGR projects across our services.
Client feedback
Feedback from other MRFGR projects.
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Over the past year, we have had the pleasure of working with MRFGR on multiple projects, and we cannot recommend them highly enough.
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Their communication throughout our engagements has been excellent, always prompt and clear, which has greatly facilitated our processes.
The team at MRFGR, although small, is exceptionally knowledgeable and dedicated. Their expertise is evident in their ability to obtain high sample sizes and deliver well-published results. What sets them apart is how easily their findings are translated into actionable insights, ensuring that we can swiftly and effectively utilise the data.
Their speed of delivery is truly impressive. We consistently receive results in good time, which is crucial for our fast-paced operations. MRFGR has proven to be an invaluable partner, and their service has consistently exceeded our expectations.
For anyone in need of reliable, efficient, and insightful research services, MRFGR comes highly recommended.
MRFGR have been absolutely brilliant! The videos we have received from their respondents have been perfect - they clearly brief their people really well and you can tell from the content we receive. They give clear communication & are on hand to help at all times. We give them some crazy tight timelines and they turn things around for us so quickly and without stress - even when the respondents are coming from multiple countries.
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I highly recommend Matthew & Paul - they're fab!
When I phoned Matthew at MRFGR I was in a bit of a pickle. I needed to recruit 25 consultant paediatricians for telephone interviews (with minimal incentive) across 8 countries, two of which were non-English speaking. Oh, and I needed to have recruited and completed the interviews in 12 working days. Surprisingly, Matthew wasn't taken aback by this and set about the task with enthusiasm. Even against these challenging timescales, Matthew was able to deliver all 25 consultants - a phenomenal effort.
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I was extremely happy. And, more importantly, so was my client.
MRFGR were not the cheapest firm who pitched for our work, but I am happy that I decided to go with them. I feel that their database is extensive and this combined with their excellent client service means that they offer a higher degree of reassurance and peace of mind than other recruitment agencies we have worked with in the past. When we had a problem to resolve at short notice they did this very quickly. I would happily work with them again.
Hi Stephen Both groups went very well - a key client attended the first and was very pleased. Very articulate groups, really impressed especially considering it was such a difficult recruit (recruiting Somalis). The hotel was great too, incidentally, a nice place to do groups. Many thanks for your hard work on this - hope you feel it was worthwhile!
MRFGR recruited four focus groups for our research across a variety of settings, including socio- economically deprived urban communities and very small rural communities. Despite the significant challenges these settings posed MRFGR ensured that all our focus groups were fully attended, and with a minimum of fuss. I would have no hesitation in recommending them for recruitment work.
It's always a pleasure to work with MRFGR. They are a great partner who consistently recruit high calibre respondents to take part in our research projects and workshops. Always professional and very reliable.
Our organisation, the Solicitors Regulation Authority, has used MRFGR to support our recruitment requirements for focus groups and public events and we have always found their service and achievements to be excellent. They have demonstrated a commitment to meet last-minute requirements in a calm and professional manner and we would not hesitate to recommend them.
I would like to take this opportunity to express our appreciation for the work that you recently carried out for us. Stephen Essex and MRFGR were recommended to me by a colleague. It was important for us to find a company who could understand and deliver our brief on a very tight schedule. Stephen demonstrated a level of knowledge and professionalism that gave us the assurance that this would be achieved.
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The result was a report that clearly met the objectives of our brief, was presented in a professional manner, which then enabled us to present the findings to our customer with confidence. We would not hesitate to recommend or use Stephen again.
The groups in Chipping Norton went really well thank you. We had a full turn out to both of them. I would just like to say that we have been very impressed with the number of participants you have managed to recruit to these groups, your regular updates on the recruitment progress, and your follow up contact. We have also had very positive feedback from the participants about their contact with you. We will definitely consider MRFGR in future when wishing to recruit participants to similar groups.
We have used MRFGR to recruit participants for multiple research projects with varied samples sizes and sometimes challenging recruitment criteria. They have a calm and professional manner, providing us with regular updates in the lead up to and on the day of research projects. Multiple touch points with participants approaching the study date ensures drop-out rates are extremely low with replacements usually being found very quickly if necessary. I look forward to working with MRFGR in the future.
MRFGR is the first external company we have used for sourcing focus group attendees. Although we have organised many groups previously I would definitely use MRFGR again. The costs were reasonable and the attendees we have received have been exactly the right target groups. The level of communication has been satisfactory too with regular updates leading up to each focus group. Matthew has managed all of the groups we have requested and there has been no issues. I would recommend trying MRFGR.
Common questions
Selected answers for planning this kind of research. Browse the complete knowledge centre for related methods, audiences and delivery questions.
This research measures how familiar target audiences are with a brand and how that changes over time. It also tracks brand associations, perceptions, and competitive positioning.
Open FAQIt shows whether marketing campaigns and strategies are effective in building visibility and preference. Tracking helps to assess return on investment in brand activity.
Open FAQYou will gain a clear picture of your brand’s visibility, strengths, weaknesses, and progress over time, supported by recommendations to drive growth.
Open FAQYes. We run multi-country tracking studies, adapting questions for cultural differences while ensuring comparability.
Open FAQThe recruitment cost of a respondent type is generally dependent on three variables, (1) the time frame to recruit, (2) the level of difficulty in terms of the screening requirement/respondent type required, and (3) the number of respondents required (large scale respondent recruits can qualify for discounts depending on certain factors).
For a quick no obligation respondent recruitment quote (we can usually turnaround a quote within minutes of the request) please call or email the office.
Open FAQYes. Benchmarking reveals how your brand is positioned relative to competitors and highlights opportunities for differentiation.
Open FAQYes. We measure perceptions, values, and emotional connections with the brand, alongside awareness levels.
Open FAQBy demonstrating how awareness influences sales and loyalty, tracking helps justify marketing investment and guides resource allocation.
Open FAQRelated services
If your brief involves a wider commercial question, these related services may also help shape the right qualitative, quantitative or mixed-method approach.
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Share the brands, audience and markets to include, plus any earlier study you want to compare against.