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Monitoring the performance of your product, brand or service in the marketplace is an integral part of going to market. Marketing professionals know the benefits of measuring the impact of advertising, package design and other marketing activities in the real world of the marketplace. They know that monitoring brand equity on a continuous basis and tracking the threat of competitor activity is the only true course to competitive success.

Kendric, Smith & Partners knows where research fits into this kind of strategic thinking. We know that monitoring brand equity and marketplace performance requires a tracking vehicle that gives effective and consistent insight and direction, that provides information when it’s needed on a timely basis and, above all, that’s high on good value.

offers these three key benefits of effective tracking research by...

• incorporating basic first-principles of communications theory and effective marketing practices in its design

• making full use of the latest in computer assisted interviewing technology so that timely measurement and reporting happens in a dynamic and timely fashion

• utilizing a highly efficient survey instrument from which most insights are derived from analysis rather than from a long questionnaire.

Using gives you many other benefits...

is extremely easy to adapt to track brand performance and marketing effectiveness in your particular product category. With easy-to-read tables, extensive use of tracking charts and a written interpretive analysis, much of the mystery is removed from market-monitoring activity.

Cost effective...

Data collection usually requires a relatively short interview. Most key insights into brand equity and marketing efficiency are derived from data analysis rather than from a long questionnaire.

can be done as "stand-alone" tracking research or can include broader-based image, segmentation or pricing questions. Tracking can be done as traditional "waves" of research or, with , as a dynamic and continuous interviewing process with reports at whatever frequency best suits your needs.

is designed to monitor change and you won’t find a system that does it better! It uses a unique approach to sampling and to sample normalization that accurately measures real change in brand consciousness and buying behaviour.

provides answers to key questions...

• "How many consumers are aware of my brand?"
• "What is the quality of that awareness - is it generating brand trial?"
• "How many consumers have ever tried my brand?"
• "How many consumers use my brand regularly?"
• "How stable is my brand’s franchise - is it vulnerable to competitive brands?"

gives you answer to key strategic issues...

• "How effective are my programs at creating trial-generating awareness?"
• "Am I enhancing or hurting my brand equity with a particular promotion or offer?"
• "Are my marketing programs effective against the target consumer?"
• "How efficient is my brand awareness at stimulating trial?"
• "How efficient is that trial at building brand franchise?"

gives you insight into market and user characteristics...

• "How do category users differ from non-users?"
• "What are the differences between;

- triers/adopters compared to triers/rejecters?

- users and non-users of my brand?

- switchers-to and switchers-from my brand?

- high-propensity and low-propensity users?"

With offering customized tracking research that is this effective, timely and high on good value, the best marketing decision you could make today is to get in touch with us for more information - or for a proposal - on how can help make your marketing efforts more effective.

is a registered trademark of Kendric, Smith & Partners Inc.

40 Boteler Street, Suite 202, Ottawa, Ontario, Canada, K1N 9C8

Toll Free: 1-800-825-2290 Tel: (613) 594-2863 Fax: (613) 233-9527

Email: info@KendricSmith.com