Benchmarking brand awareness and consumer thesis testing

How Trendhim tests consumer assumptions and tracks their brand awareness progress to direct product development

On-demand awareness tracking made easy

"Working with Opeepl has been our way to keep tabs on our awareness in the market, and to evaluate the success of our brand building efforts over several years and campaigns. Both the self-serve and assisted surveying options have helped us a lot across different stages of our awareness tracking maturity, and as an extra kicker we've also been able to use Opeepl's polling system to track the competitive landscape in some of our core product categories."

The challenge

What makes men feel put together and good looking?

Online male accessory retail destination, Trendhim, operates in 28 countries throughout Europe, APAC, and USA. Founded in Denmark in 2007 they are on a mission to help men everywhere feel confident by looking good. To do so, it is important for them to continuously track the effects of their market approach and test assumptions on their target group as these insights directly impact their product development.

 

“Measuring our brand awareness, testing our consumer thesis and combining that with insights we get from other channels provide us with a crucial understanding of the effect of past activities and how to direct product development and marketing to grow our business,” CMO, Bjørn Seaton, says.

The solution

Semi-annual brand awareness keeps Trendhim in the know

Trendhim’s target audience is men aged 20 to 45 years, but nearly 40 % of buyers are women shopping for gifts while others are men outside of their target age range. This means they needed a quantitative solution that could reach any demography and in all their markets.

 

“We went for Opeepl following several recommendations and quickly learned they could support our requirements of being self-served but also offer their support when we needed it. That type of do-it-with-you supplier was right for us,” CMO, Bjørn Seaton, shares and continues:

 

“Furthermore, it is important for us to get a broad sample in terms of demography to learn how different groups perceive us and to understand the emotions our products should trigger.”

Brand tracking

A brand tracking gives you continuous knowledge on how consumers recognize, associate, and perceive your company and products. Having continuous knowledge on the likability/dislike or your company/products, value for money, quality level, brand awareness, etc. should shape the actions that you take, to ensure you meet your goals and recognize potential opportunities. Thus, the brand tracking is an essential element in your consumer insights setup and often a vital part of the management reporting for spotting performance and development in key markets.

The insights from a brand tracking are also used for:

  • Marketing: how to shape the communication that plays into consumer's perception
  • Sales: A pulse check on how consumers perceive their brand/products, to communicate the right messaging and debunk misconceptions
  • Further product innovation: Through recognizing and seizing opportunities which set the company apart from other competitors.

Brand trackings are performed on a continuous basis for existing products or service on the market. Depending on the depth of the tracking, it should be conducted two, four, or 12 times a year.

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The research

DIWY brand awareness tracking setup

Trendhim’s brand awareness tracker runs twice a year and respondents are screened not on demography but for having bought any men's watches, bracelets, rings or necklaces. 

 

The tracker consists of 22 questions and benchmarks brand awareness both unassisted and assisted compared to four select competitors. Respondents are sampled using our proprietary Dynamic Sampling technology. 

Aided brand awareness tracking visualization example
Aided brand awareness tracking visualization example. This graph is not based on Trendhim data.

The questionnaire evolves over time in terms of wording to limit respondent bias and provide the most accurate insights:

 

“As a young but rapidly growing company, we are always learning. When we first started working with Opeepl in the summer of 2021 we did most of the work ourselves as this was what we needed at that point. Over time we have involved Opeepl more to get qualified feedback on our research design and we regard this as very important to have as credible insights as possible,” CMO, Bjørn Seaton, says.

 

Results are visualized in our dynamic dashboard solution making it easy for Trendhim to access results and add data from each new wave to see progression.

The outcome

Awareness and thesis testing made easy

For Trendhim, the survey setup ensures they have access to consumer insights when they need it and continuously build new insights in a fluctuating market where consumer perceptions are never static. 

 

Brand awareness & purchase preference tracker visualization example
Brand awareness & purchase preference tracker visualization example. This graph is not based on Trendhim data.

"Working with Opeepl has been our way to keep tabs on our awareness in the market, and to evaluate the success of our brand building efforts over several years and campaigns. Both the self-serve and assisted surveying options have helped us a lot across different stages of our awareness tracking maturity, and as an extra kicker we've also been able to use Opeepl's polling system to track the competitive landscape in some of our core product categories," CMO, Bjørn Seaton, concludes.

 

In 2021, Trendhim’s revenue grew rapidly due to increasing customer volume and average basket share. In 2022 and beyond, they are looking to strategically expand the male accessory market altogether. The insights we provide play a natural role in directing Trendhim’s tactics to achieve that.

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