At The Research Agency (TRA) brand tracking is the continuous, consistent measurement of brand health – how people feel, think and act toward your brand – interpreted by human consultants, not just delivered as data. It combines an always-on dashboard, AI assistant called Arti, and embedded strategic consultancy in a single program, customised to your needs.
The principle behind it is simple to state and harder to deliver: measure what is, to understand what could be. Most tracking stops at the first half. TRA's consulting team layer human science, cultural and category context and brand and comms theory over continuous measurement to identify what’s driving change, and what to do about it.
TRA has been measuring brands since 2007, through hundreds of thousands of surveys across Australia and New Zealand. That experience is also a point of comparison – your scores can be read against TRA's category norms and your competitive set, not in isolation.