Brand Health + Market Landscape

Brand Health Tracking with Langston: Easier Than a Visit to the Doctor’s Office

Just as humans need regular check-ups to see how they’re doing, so do brands. We make the cumbersome process of conducting a Brand Health Study a breeze with buildable surveys you can customize by selecting the modules you need. Unlike traditional Brand Health models that provide a dizzying array of metrics with very little context, Langston’s survey modules focus on the questions proven to gather the consumer insights your leadership, marketing, and brand teams actually need.

Measuring Brand Health with Langston

Brand health tracking has a "that's interesting" problem - too many brand health surveys yield results that are somewhat predictable, change slowly over time, and don't create opportunities to take action in the business. To make things worse, brand health metrics are sometimes very complex or abstract, which makes them hard to understand for the broad range of stakeholders that are asked to engage with brand health metrics. We employ rotating modules to ensure you're always getting fresh, actionable data while enabling statistically sound measurement of foundational metrics over the long run; and our carefully refined modules always deliver metrics that are simple, approachable, and meaningful.

Meet Our Brand Health + Market Landscape Modules

Our Brand Health + Market Landscape modules make it easy to take action on opportunities over the long run. Drawing from years of building and managing surveys, we have identified these modules as the most common base recipe for brand health surveys. These modules synthesize objective market data with subjective consumer perceptions so you can understand the "what" and the “why” of your brand from multiple perspectives.

  • Brand Funnel

    Measure each state of a customer’s path to purchase, from awareness to consideration to adoption & repeat purchase.

  • Brand Funnel Fallout

    Identify and measure the barriers preventing your audience from adopting a brand, product, or behavior.

  • Value Drivers

    Quantify what drives value for customers and how well you are delivering on each value driver.

  • Brand Positioning

    Map your brand’s position in the market relative to competitors. This includes brand positioning scores and aided associations.

  • Ad Recall

    Measure the effectiveness of your advertising.

  • Share of Wallet

    Illuminate how consumers are spending their money and with whom.

Rotating Modules for Ongoing Brand Health Trackers

Langston helps you ensure that every wave of brand health data is actionable by rotating up to two modules in every wave.

Your Insights Manager routinely talks through the questions facing your business so we can recommend rotating modules to shed light on them. We’ll gather your inputs, program the rotated modules, and collect your data— all included in the brand health program and delivered on time with your routine check-up. While any Langston module can be rotated into a brand health program, these are some of the most commonly used modules in this setting.

  • Consumer Trust

    Understand your brand’s permission, according to consumers, to enter new categories.

  • Feature and Benefit Testing

    Discover which features and benefits messaging hooks will most effectively resonate with and convert consumers.

  • Consumer Needs

    Quantify the prevalence, importance, & metness of consumer needs. This module is Langston’s modified Jobs-To-Be-Done (mJTBD) approach.

  • Concept Test

    Quantify desirability, willingness-to-pay, and barriers to adoption for up to five product concepts.

Explore Related Case Studies

  • Guitar Market Brand Health and Consumer Preferences

    An exploration into the guitar market’s competitive set and consumer behaviors with Taylor Guitars as the focal brand.

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  • Electric Vehicle Brand Health Tracker

    Learnings from tracking the health of automotive brands - with a focus on electric vehicles.

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  • Social Media User Needs and Engagement

    Answers to key questions about how users engage with and think about social media platforms.

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  • Ski Resorts and Passes Consumer Behavior and Brand Health

    An investigation to better understand consumer behavior and perceptions in the ski pass and ski resort space.

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