Tracking research, particularly brand health tracking, provides key metrics executives rely on to measure the success of brands. However, there hasn’t been much innovation in the field ofbrand health tracking since concepts like brand awareness were developed in the 1950s.
Fast forward to 2023 and new principles from Professor Jenni Romaniuk and the Ehrenberg Bass Institute around category entry points and mental availability shed new and exciting lighton the metrics that brands should really be measuring to track their success.
In this session, Dr. Beatrice Capestany, Ph.D. Psychology & Neuroscience, will discuss how brands can grow by increasing the number of buying situations they come to mind for and the metrics that you should be tracking over time to stay competitive. Dr. Capestany will also showcase how to implement these metrics through an automated tech-based approach, presented through a study tracking brand health within the soda category.
Beatrice Capestany is the Global Director of Solutions Consulting at quantilope with expertise in advanced quantitative research methodologies. Prior to joining quantilope, Beatrice earned a Ph.D. in Psychology & Neuroscience from Duke University studying human behavior with an emphasis on learning how and why people make the decisions they do. Beatrice now spends her time working with Insights Leaders at global brands helping them to enhance the quality and efficiency of their work through research technology while guiding them on the research solutions for their unique business needs.