How Linear used YouGov to measure brand health and stay ahead of the competition
Challenge
Linear needed an accurate measure of their brand health, and to better understand their competition.
Solution
YouGov BrandIndex and YouGov Profiles used to track key KPIs and deep-dive into the client’s audience.
Business outcomes
A clear understanding of their, and their competitors’, brand perception, and the trends within their industry.
Business challenge
Linear, an online insurance brand in Italy, wanted to assess their brand health and ensure that they were efficiently meeting Key Performance Indicators. To achieve this, they needed an accurate measurement of brand awareness to compound with their own internal data, which would provide them with a completely holistic view of how the Linear brand is perceived by their target audience.
Furthermore, Linear also wanted to measure the effectiveness of their brand campaigns across traditional and digital media in comparison with their competitors’ campaigns.
Solution
Linear engaged YouGov BrandIndex, an industry-leading daily brand tracking tool that measures public perception of brands across 16 key metrics, to track the development of how the Linear brand was viewed by their target customers. Linear monitored their brand across key metrics that corresponded with their KPIs, including advertising awareness, brand image and brand consideration.
At the beginning of their subscription, YouGov prepared a set of dashboards for Linear to familiarize themselves with and learn the analytical implications of immediate data access. Alongside this, YouGov arranged video training sessions for the Linear team to ensure that they were able to explore the full capabilities of the YouGov BrandIndex tool, and to answer any questions that the team had.
Additionally, YouGov prepared a quarterly report for the client which answered questions regarding their competition and the wider market factors that may have impacted on brand awareness; items researched included the direct impact of competitors’ advertising campaigns, and whether insurance-market events had affected brand perception.
The report also used data from YouGov Profiles – a comprehensive solution for audience intelligence and targeting – to confirm Linear’s brand perception among their target audience. YouGov’s enabled Linear to access direct insight on how best to target and reach their target audience segment.
Business outcomes
YouGov’s report returned valuable details on Linear’s competition, enabling the client to strategize and strengthen their own communications. Crucially, the report showed that Linear enjoys a high brand perception among their target audience; YouGov was then able to offer additional audience insight on how best to target and reach this segment.
Linear continues to rely on YouGov BrandIndex to accurately measure their brand awareness. YouGov’s research team continue to keep an eye on market developments and report to Linear if anything of particular interest happens in their industry, helping Linear to stay ahead of the competition.
Client testimonial
"YouGov was a pleasant surprise for Linear. The big regret is that we haven’t met YouGov before. At the moment we use the tool on a weekly basis to monitor effects of all brand campaigns that we periodically implement.
In our opinion, the strengths of this solution are certainly the autonomy in data analysis and the timeliness of information available. Finally, YouGov is a valid support to the Marketing team to choose the best performing brand marketing strategies."
- Federico Anastasia, Head of Marketing at Linear