BrandQs Lab / interactive decision tool

Brand Health Tracker

From awareness and buyer memory to distinctive assets, availability and commercial signals. A diagnosis that makes differences visible instead of flattening everything into a single score.

BrandQs Brand Health Tracker

Do not just measure how your brand feels. Measure where growth can leak.

A brand can be known, appreciated and commercially vulnerable at the same time. That is why this tracker separates market facts, buyer memory, brand strength, buyability and execution.

Research-grade setup

Build the right questionnaire first. Then build the dashboard.

This generator creates a research blueprint for real category buyers. Distinctive assets should ideally be tested early and separately, before the brand name helps respondents.

Category buyer & behaviour

First determine who actually buys the category and what recent behaviour looks like. Brand metrics without buyer reality can be reassuring and misleading.

Category buyer screening

Have you bought or seriously considered your category in the past [relevant period]?

Choose a period that fits the category purchase cycle.

Recency

When did you last buy your category?

Usage

Which brands have you bought or used in the past [period]?

Multiple response; include ‘none of these’.

Frequency

How often do you usually buy your category?

Awareness & retrieval

Keep top-of-mind, unaided and aided awareness separate. They answer different questions about memory and retrieval.

Top of mind

Which brand comes to mind first when you think about your category?

Unaided awareness

Which other brands of your category do you know or think of?

Open-ended; multiple mentions possible.

Aided awareness

Which of these brands have you heard of? — Your brand, Competitor A, Competitor B, Competitor C

Randomise order; never equate aided awareness with mental availability.

Mental availability / Category Entry Points

Not just ‘do you know the brand?’, but: does it come to mind in relevant buying situations? Measure both breadth and strength per CEP.

CEP 1

Which brands do you associate with: “For everyday use”? — Your brand, Competitor A, Competitor B, Competitor C

Pick-any/free choice. Compare brand mental penetration, network size and category overlap.

CEP 2

Which brands do you associate with: “When quality matters”? — Your brand, Competitor A, Competitor B, Competitor C

Pick-any/free choice. Compare brand mental penetration, network size and category overlap.

CEP 3

Which brands do you associate with: “For a special occasion”? — Your brand, Competitor A, Competitor B, Competitor C

Pick-any/free choice. Compare brand mental penetration, network size and category overlap.

CEP 4

Which brands do you associate with: “When I want to choose quickly”? — Your brand, Competitor A, Competitor B, Competitor C

Pick-any/free choice. Compare brand mental penetration, network size and category overlap.

Brand equity & attitudes

Use perception metrics as separate diagnostic signals. An average equity score can hide important tensions.

Familiarity

How familiar are you with Your brand?

Include ‘do not know / no opinion’.

Relevance

To what extent does Your brand feel relevant to what you look for in your category?

Quality

How do you rate the quality you expect from Your brand?

Popularity

How popular or widely chosen do you think Your brand is within your category?

Uniqueness

To what extent does Your brand feel recognisably different from other brands in your category?

Open association

What comes to mind first when you think about Your brand?

Open-ended before closed attributes when spontaneous associations matter.

Distinctive assets — test separately

Ideally test assets before brand names are revealed. Measure both fame and uniqueness: recognition and correct attribution.

Asset fame

Which brand does this [colour/shape/packaging/character/sound] belong to?

Asset uniqueness

Which other brands does this asset make you think of?

Measure misattribution and competitor encroachment.

Portfolio cohesion

How clearly do these executions/products feel like they belong to one and the same brand?

Findability & physical availability

Buyer memory does not create sales if people cannot easily find or buy the brand.

Channel presence

Where would you expect to be able to buy or contact Your brand?

Findability

How easy is Your brand to find when you want to buy your category?

Range / fit

Does Your brand usually offer a variant, format, service or price point that fits your situation?

Friction

What makes it harder to buy, book or choose Your brand?

Code distribution, price, availability, UX, timing and range separately.

Choice, consideration & intent

Useful additional signals, but do not report intent as if it automatically equals future behaviour.

Consideration

How likely are you to consider Your brand the next time you buy in this category?

Preference

If you had to choose today, which brand would you be most likely to choose? — Your brand, Competitor A, Competitor B, Competitor C

Purchase intent

How likely are you to choose Your brand the next time you buy in this category?

Rejection

What is the main reason you would not choose Your brand?

Lapsed users & consumer journey

Combine dashboards with real journeys. That is where tensions between memory, price, shelf/search and offer become visible.

Lapsed status

Have you bought Your brand before but not in your last two category purchases?

Reason for lapse

What changed that made you choose something else the last few times?

Shelf / search journey

When you look for your category: where do you look first, what stands out and which brands do you actually compare?

Price / value

When does Your brand feel worth its price — and when does it not?

Claim & message validation

Test credibility and motivating power. Use this as a separate message test, not as a substitute for brand health.

Believability

How believable do you find this claim about Your brand?

Motivation

To what extent does this message make you more likely to choose Your brand?

Forced choice / MaxDiff

Which message motivates you most — and which least?

Useful when five almost-identical Likert scores do not create real priority.

Tracker output & waves

The dashboard should make tensions visible, not flatten everything into one reassuring score.

Core dashboard

Report awareness → mental availability → equity/attitude → physical availability → behaviour separately.

Trend

Use the same category-buyer definition, question order and wording in every wave.

Cuts

Analyse buyers/non-buyers, light/heavy buyers, markets and channels only when sample size allows.

Strategic flags

Flag asymmetries: high awareness + declining penetration, high quality + low relevance, strong memory + low findability…

BrandQs

Even scherpstellen…