Uncovering the “'Why” Beyond the “What” - What place does qualitative research have in brand tracking?

In today’s fast-paced marketing world, innovation is no longer just a choice – it's a necessity. Yet, amidst this ever-changing landscape, one tool is still rooted in tradition: the brand tracker. Once hailed as a beacon for brand health, it often struggles to unearth the true stories behind evolving consumer behaviours.  

Picture brand tracking as the proverbial canary in a coal mine (props to the CMO we spoke to who coined this gem). Think of that canary in the coalmine chirping away, day by day, offering a sense of stability and providing some comfort in its consistency...

But it's the same canary, ticking over and ticking over... until one day, it’s not.

In fact, it’s dead.  

(Sorry, bit of a morbid twist).  

Because for all it’s pretty plumes of yellow feathers. A canary is a pretty blunt instrument. No gas? Good morning chirps… gas? Well, you get the picture.

Brand tracking, with all it offers us in quantitative insights, can feel a bit like this. You’ve got to wait for the outcome before you can see the measurement – which is important and certainly has its place in the dangerous chambers of brand mines. But how much better, safer, and more responsive could your little bird be if maybe it had a few other feathers up its sleeves? In fact, maybe you don’t need a canary at all. Maybe what you need is a parrot. Maybe you don’t just need to see hard evidence, but you need some vibrant vox pops to start to uncover the full spectrum of your brand world. Perhaps you need a colourful streak of diary studies to really understand what’s going on with your consumers.

So maybe it’s time to think about adding another feather to your cap and start looking for opportunities to bring qualitative insight into your brand tracking activities.

While quantitative metrics from brand trackers are undeniably valuable, they only scratch the surface. To truly grasp consumer behaviour, you need to add more colour to the canvas. This is where qualitative research swoops in, bridging the gap between data and human insight.

Because let’s be real, what good is knowing there’s low awareness if you don’t understand why? Without the “why”, you’re left stranded in a sea of data, unable to navigate towards meaningful action. That’s why we believe in the power of blending quantitative data and qualitative insights – it's the secret sauce for making impactful, data-driven decisions.

By weaving together these methods, brands gain a nuanced understanding of their audience. Armed with these insights, they can fine-tune strategies, introduce innovative products, and position themselves as leaders in competitive markets. That’s a pretty powerful parrot.