The future of brand health tracking: And what it means for people working in insights

Patrick Bruin and Sjoerd Koornstra

ESOMAR, the market research agency, explored Brand Health Tracking (BHT) in the Netherlands.

Brand health tracking (BHT) is currently under pressure in (some) companies. The current Covid-19 crisis has worsened this situation. Some companies are spending less, or hardly any at all, on marketing activities and are slowing down on their measurement as well. Since our sales are under pressure we are hardly communicating, so why should we measure brand health? The fact that more data becomes available, both structured and unstructured, has had an impact in cutting back on brand health measurement as well. In this article, we will explain why we think BHT will be important in the future. Based upon...

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