How health & wellness brand tracked awareness and consumer perceptions with YouGov
Challenge
The retailer wanted to track brand awareness against competitors and understand product perceptions.
Solution
YouGov BrandIndex and custom surveys provided insights into brand and product performance.
Business outcome
The retailer has a comprehensive view of where its brand and products stand compared to competitors.
Business challenge
The American health and wellness retailer was looking to grow its market share in the competitive vitamins and supplements segment. To achieve this, the retailer needed to track its brand awareness compared to competitors and understand consumer perceptions of its product. Additionally, the brand aimed to identify specific areas where its products were excelling or needed improving.
Solution
The retailer subscribed to YouGov’s flagship brand tracking tool, YouGov BrandIndex, which tracks 2,000+ US brands daily across 16 key metrics. These metrics offer detailed insights into how consumers perceive brands, allowing the retailer to monitor its brand's awareness and health in real-time while benchmarking against competitors.
The brand tracking platform also enables the retailer to drill down into specific audience segments, analyzing brand perceptions by age, gender, geographic location, and more.
To further understand the performance of specific products, YouGov conducted additional monthly surveys among consumers considering the retailer’s products. These questions assessed consumer awareness and opinions of the products compared to competitor offering, keeping the retailer attuned to consumer sentiment.
YouGov also delivered custom quarterly reports, providing comprehensive insights on product awareness, brand health, and competitive analysis. These reports covered various topics, including packaging, marketing effectiveness, and product performance.
Business outcomes
The retailer used the insights from the quarterly reports and always-on tracking to inform strategic priorities across brand marketing and competitive positioning.
Armed with the audience insights from YouGov, the retailer made data-driven decisions, optimized market strategies and fostered a deeper connection with consumers. This partnership has been instrumental in helping the retailer navigate the competitive landscape and achieve its growth objectives.
“The insights that YouGov has provided us with through BrandIndex and custom research have been extremely helpful to our whole team. The level of detail that we now have access to has been instrumental in helping guide strategic decisions and developing a fuller understanding of how our target audience views our brand and products. We are excited to continue leveraging YouGov’s always on insights to identify opportunities to grow our brand with consumers.”