01
Client context
A consumer brand operating in a competitive category wanted an independent view of brand health across regions.
02
Business challenge
Sales data showed regional variation, but the team lacked a consistent measure of awareness, consideration and brand perception.
03
Research objective & questions
Measure brand performance across the funnel versus competitors and identify the perceptions that drive consideration.
- How does the brand perform on awareness, consideration, preference and advocacy?
- Which brand attributes drive consideration in the category?
- How do perceptions differ by region and demographic?
- Where are the largest funnel drop-offs versus competitors?
04
Methodology & approach
- Qualitative exploration
- Consumer FGDs to identify category language and attributes.
- Quantitative survey
- Online survey with regional and demographic quotas.
- Funnel analysis
- Conversion analysis across funnel stages versus competitors.
- Driver modelling
- Attribute importance versus performance mapping.
05
Sample & geography
- 6 FGDs
- ~2,000 survey respondents
- Geography — India (multi-region)
06
Key findings
- Awareness was broadly comparable to competitors, but conversion to consideration lagged.
- Quality perceptions were strong; relevance to younger consumers was weaker.
- Regional differences reflected distribution availability as much as brand perception.
07
Business implications
- Focus communication on relevance and usage occasions rather than awareness.
- Address distribution gaps in underperforming regions.
- Establish a recurring tracker to measure change.
08
Outcome
A brand health baseline, driver map and recommended tracking framework.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.