Brand tracking for a leading animal welfare charity

The Need

A prominent animal rescue and rehoming charity were going through the process of a large re-brand and wanted to be able to measure the impact of the new brand position on people’s perceptions of the organisation and their willingness to support them and donate overtime.

Our Approach

Opinium runs a quarterly ‘always on’ brand tracking study; interviewing 3,000 nationally representative UK adults a quarter. The study monitors awareness, consideration and current levels of support of animal charities. Along with people’s attitudes towards rescue and their brand perceptions of leading charities within this sector. The results are analysed and reported to key internal stakeholders on a quarterly basis.

The Outcome

The quarterly results of the tracker are shared business wide and feed in to key KPI’s for the board. Insight garnered from each quarter is presented to the brand & marketing team and applied to upcoming brand plans and campaign activity. The flexible module also allows for different areas of interest to the business to be researched every quarter.

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