How our brand audits are done?

Where do we get our data from?

To ensure we deliver objective, data-based brand audits, we follow strict, industry-standard procedures when acquiring and collecting data from various sources.

Acquiring data from market research companies
Conducting our own data collection
Evaluations by multiple independent expert auditors

Where do we get our data?

We use both primary and secondary data in our reports.

Primary data is the original data that is collected first hand by us. The most common primary research tools are surveys, focus groups, in-depth interviews, and observation.

Secondary data is the data that has already been collected and is readily available. This data is pre-existing public information, for instance, government statistics; commercial sources like paid industry reports; and internal sources i.e. the market data that the organization already has in-house.

We acquire data from various sources, including data brokers and global market research companies:

Nielsen
IQVIA
Kantar
Gartner
IPSOS
GfK
IRI
Dynata

Algorithmic data processing

We use Google Cloud Platform to make our data work. Diverse data types from various sources are aggregated and converted to industry-standard formats, that are compatible with the formulas used in our final reports.

All scores, numbers, graphs and charts in the final brand audit reports are calculated automatically - without any human intervention that might alter the final results.

Who does the audits?

Data processing and visualization are done automatically by algorithms. Data acquisition, surveying and verification is done by humans.

Surveying and market research

We do two types of market research: qualitative research and quantitative research.

Qualitative research is focused on descriptive words and symbols. It usually involves questioning consumers about their product or service consumption experiences or observing them in a marketing setting. The data collection methods used in this case include in-depth interviews, focus groups, bulletin boards, uninterrupted observation, and ethnographic participation/observation.

Quantitative research is the one that looks to quantify a problem which often involves statistical analysis since it requires significant attention to the measurement of market phenomena. It collects data through audits, points of purchase (purchase transactions), surveys in different modalities (online, phone, paper), and click-streams.

Multiple expert auditors