Is It The Tracker Or The Questions That Are Broken?
Is It The Tracker Or The Questions That Are Broken?
If your brand tracker is feeling flat, don’t necessarily blame the tool...
It could be the questions you’re asking.
There’s a quiet frustration that every marketing and insight leader knows too well:
“We’ve got the tracker. We’ve got the data. But it’s not telling us anything new.”
It shows up in crowded dashboards full of numbers that barely change.
In insight decks that feel like reruns.
And in meetings where the same slides prompt the same reactions: polite nods, no action.
For the most part, the problem isn’t the tracker. It’s the thinking behind it.
The Comfort of the Familiar (and Why It’s Holding You Back)
Trackers often start with good intentions. But somewhere along the way, they get templated. Standardised. Made “efficient.” The same old KPIs roll out wave after wave. There are usually:
- Awareness
- Consideration
- Preference
- Purchase intent
These metrics have become comfort blankets (or as one researcher has described to us: ‘yawn!’). They’re easy to benchmark, easy to explain and easy to compare. But they don’t tell the full story.
Here's the Problem With the “Big 4” Brand Metrics
Yes, they matter. But on their own, they’re dangerously limited.
- Awareness tells you if people know you. Not whether they care or if they’d ever buy.
- Consideration sounds promising - but often reflects light familiarity, not genuine intent.
- Preference? Ask someone what they prefer, and they’ll tell you what sounds right. But in the moment? Their behaviour says something else.
- Purchase intent is fickle. It’s context-dependent and heavily influenced by how you ask.
These questions were designed for another era - one where brand-building moved in straight lines and decision-making followed neat funnels.
That world doesn’t exist anymore.
What You’re Missing by Sticking With the Basics
Today’s brands live and die by memory, emotion, relevance, and timing.
They’re chosen in moments - not just markets.
And those moments are messy.
They're influenced by category norms, cultural context, device format, even how much headspace your customer has that day.
If your tracker isn’t accounting for this, it’s not helping you grow.
Because brand growth isn’t about nudging people gently down a funnel.
It’s about showing up - again and again - in the right moments, with the right meaning.
Ask Better Questions, Get Better Strategy
Ask Better Questions, Get Better Strategy
It’s time to upgrade your tracking questions from passive observation to strategic intelligence.
Here’s what that can look like in practice:
1. Mental Availability: Are You Easy to Think of When It Matters?
This is about more than just salience.
It’s about mental shortcuts, i.e., the ability of your brand to come to mind quickly and naturally in key buying situations.
Start asking:
- When [need or context] comes up, which brand do you think of first?
- Which brands feel like an easy choice? A trusted shortcut?
- Which ones would you recommend, and why?
These unlock associations, not just awareness. You learn how embedded your brand really is.
2. Category Entry Points (CEPs): Are You Present in the Moments That Drive Choice?
Not all brand moments are created equal.
CEPs are the occasions, triggers or use cases that prompt people to buy, and they vary by audience, context and culture.
Track them. Prioritise them. Win in them!
Ask:
- When people are [hungry/on a budget/treating themselves/feeling inspired], which brands show up?
- What are the needs, moods, or contexts that link to your category, and are you part of that picture?
This kind of insight helps you shape both media and messaging with precision.
3. Emotional Salience: Are You Creating Meaning That Lasts?
Brand preference is fragile. Emotion is sticky.
Instead of just measuring what people say they like, start asking what they feel.
- What brand makes them feel understood?
- Which one reflects their values, aspirations, or frustrations?
- What do they emotionally associate with you – and is that what you want?
Because people remember how you made them feel (not what your last ad said).
Time to Get Practical - Redesigning Your Tracker in the Real World
You don’t need to throw everything out. But you do need to evolve.
You can start by identifying the dead weight.
- Which questions are there because they’ve “always been there”?
- Which ones feel safe, but not sharp?
- Which ones have never changed a decision?
Then, layer in what matters:
- CEPs tied to category-specific behaviours
- Attitudinal questions grounded in decision-making
- Emotional resonance mapped to actual customer feedback
And don’t stop at what. Include the so what.
Every question should earn its place by giving your team something they can act on.
The Real Risk Isn’t Asking the Wrong Question
It’s not asking new ones at all.
In a crowded, hyper-connected world, insight that doesn’t stretch or surprise gets ignored. You can’t outpace your competition with backwards-looking KPIs. You can’t unlock new demand with yesterday’s metrics.
The questions you ask define the answers you’ll get - and the future your brand is building.
So, ask boldly. Track differently.
And start expecting more.
This blog is part of our series on redefining what brand tracking can do - a follow-up to our 2024 exposé exploring how traditional habits and new market forces are reshaping the tracking landscape. Drawing on that research and our hands-on experience, we’re sharing bold perspectives and practical guidance to help you build a brand tracker that drives real impact.
Catch up on the original 2024 brand tracking exposé here.
