Swiss Brand Observer continuously surveys the Swiss brand landscape

With the Swiss Brand Observer, the market research institute Link is launching a study format that surveys consumer perceptions of the Swiss brand landscape across all segments on a weekly basis. The Institute for Marketing and Analytics at the University of Lucerne supports the conception and implementation.

The Swiss Brand Observer analyses the perception of a wide range of brands in various segments, such as financial services, retail, FMCG and services. To this end, Link conducts a weekly survey representative of Switzerland with 2,000 interviews. With this new study format, Link and the Institute for Marketing & Analytics IMA at the University of Lucerne are strengthening their research cooperation, which has been in place for several years.

Innovative tool for research and practice

The data generated by the Swiss Brand Observer is intended to benefit both science and, in particular, the brands operating in Switzerland. Scientifically sound methods are used to measure the awareness and perception of brands as well as attitudes towards them on a highly regular basis.

According to Link, the Swiss Brand Observer offers new opportunities for the marketing, strategy and branding divisions to monitor, manage and develop their own brands. "The weekly survey offers marketing managers, for example, a comprehensive picture of both their own and competing brands, thus enabling them to continuously measure the success of their own marketing measures," explains Stefan Reiser, Managing Director Marketing Research at Link. The Brand Observer collects a total of 18 relevant variables on brand perception and brand evaluation every week, resulting in a comprehensive, customer-related and weekly updated picture of the brands. In addition, the perception of specific characteristics or associations with a brand is surveyed: this includes topics such as sustainability, innovativeness or other criteria such as "Swissness".

Continuous insights via self-service dashboard

The study design was conceived in advance by Link's marketing and brand experts and operationalised with the scientific support of the IMA. The weekly results of the surveys can be accessed via a self-service dashboard for a license fee.

The major advantage is the weekly representative data collection, which is unique in this form. "For the first time, it is possible to compare marketing expenditure with the development over time and to analyse the effectiveness of measures in a modern approach. At the same time, the tool creates transparency, as the dynamic competitive environment has been less included for most brands up to now," explains Reto Hofstetter, Professor of Digital Marketing at the IMA.

However, the scope and timeliness of the data collected would not only provide excellent opportunities for brands and those responsible for them, but also a good basis for further research projects in digital marketing.

Interested marketing managers - on a national as well as international level - can apply directly via Website contact Link.

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