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Brand Tracking

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How healthy is your brand? We have the tools to help you fully understand what is really driving growth.

 

Stay one step ahead

Our fantastic brand tracking products help our clients fully understand customer perceptions of their brands at every level.

From the foundations of identifying openness to trial & opportunities for growth, to accessing perceptions on the key elements of brand health which drive brand loyalty, we can evaluate perceived brand worth compared to the market place and competitors. Our end goal is to help you identify which elements of the brand mix are working uniquely for your brand.

Brand Tracking by Taylor McKenzie

Brand Tracking, as a research tool in its own right, is designed to track the image and perceptions of a brand over time, among key target consumer groups and against key competitors.

TMcK works in partnership with clients to ensure the right image measures and perceptions are defined from the start. The value we add is using our vast experience and core values to ensure the right analysis techniques are used to give clients a true insight which has a commercial benefit.

Brand tracking is only as strong as the weakest link in the process. By keeping the key processes in-house, we can be confident that every stage meets our high standards whilst providing our clients with excellent value.


To find out more, contact Research Director Nicky Taylor:

Tel | 0141 221 8030      Email | [email protected]


We are proud to host two of Scotland’s premier viewing facilities

The Glasgow View

The Glasgow View

A relaxing and professional space, allowing researchers and clients to focus purely on the research in hand

The Edinburgh View

The Edinburgh View

A contemporary space, 2 minutes from Haymarket station

Copyright © · 2020 TMcK

SMWS

The Challenge:

The Scotch Malt Whisky Society (SMWS) is the world’s foremost whisky club but in recent years membership has slowly declined. The SMWS wanted our help to define their audience, understand the key drivers and barriers to membership and how the society could grow members globally.

What We Did:

Qualitative and quantitative insight identified 6 key whisky member ‘types’ and their key drivers of choice within the category. Qualitative work in the UK revealed the role whisky played and how each member type wanted the society to engage with them. Quantitative insight helped to size the opportunity of each segment and identify which whisky types dominated in each of their key markets globally.

The Result:

This work has helped the society redefine membership product, proposition and benefits by mind-set type, improve the membership renewal process and communications and aid creation of a new visual brand identity.