Response quality in brand tracking: Using awareness cross-entropy to detect response anomalies

Brand tracking is crucial for monitoring changes in consumer attitudes towards brands. Yet, maintaining data quality has always been challenging due to issues like survey fraud and declining respondent engagement.

YouGov's daily brand tracking tool, YouGov BrandIndex, is here to change that. Introducing the Awareness Cross Entropy (ACE) method in our latest white paper, which enhances the measurement of brand awareness by directly detecting response anomalies.

This innovation ensures that all subsequent metrics in the brand funnel are accurate and reliable, providing you with a clearer understanding of consumer behavior.

Download our whitepaper and learn more about how ACE can refine your approach to brand tracking and drive more precise marketing strategies.