Thanks to the development of brand trackers, companies have been able to better understand consumers. To an extent. Traditional brand tracking options are limited when it comes to audience segmentation available to brands (age, gender, location). While tracking general brand perception for these limited demographics is still useful, the real value of brand tracking comes from the ability to uncover the perceptions of niche audiences. Why? Because it is unlikely that any brand’s audience is as simple as women or men who live in London. It is more likely the case that brands want to know which middle-aged men who read car magazines or expectant mothers in Berlin in their twenties think, as these audiences better fit their product.
\nBut here’s another big problem with more traditional brand tracking solutions: the more specific the niche audience is, the harder it is to track their brand perception. The reason is simple — niche audiences are small, and despite the growing accessibility of online surveys, it’s still very difficult for brand trackers to find enough respondents to answer surveys for each of these niche audiences. The result is that most brand trackers will either 1) not deliver insights for niche audiences, 2) will spend a ton of time and money to get insights from a select few niche audiences (and charge millions), or 3) provide insights based on small sample sizes that have very large margins of error and, therefore, are practically meaningless.
\nSo what’s the solution? Niche audiences are important — we can’t change that. Niche audiences are small as well — we can’t change that either. So it’s time to change how we generate the insights.
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