Trusted by brands across the Caribbean
Awareness, usage, purchase intent and brand image measured the same way every wave so the trends we report are ones you can actually act on.
A brand health tracker is a recurring quantitative study that keeps the measurement of your brand stable across time. The same questionnaire, the same sampling frame and the same fieldwork standards get used every wave so the numbers you compare are comparable.
The point of a tracker is not any single wave result. It is the shape of the trend. Awareness drifting, usage slipping on a specific occasion, consideration opening or closing relative to a competitor. That is what the tracker tells you. That is what campaigns, launches and pricing decisions get judged against.
We run brand trackers across Caribbean markets at quarterly, bi-annual and annual cadences. Wave sample sizes typically sit between 400 and 1,200 depending on territory and how fine-grained the sub-group analysis needs to be.
CMR has run brand health trackers on the same six-stage funnel architecture since 2009. The funnel goes from awareness through advocacy. Seventeen years of measuring the same way every wave means we know which moves create real trend signal and which are wave-to-wave noise. New trackers inherit that calibration on day one.
A baseline wave in a new territory, followed by a second wave six or twelve months in, tells you whether your entry is doing what the plan said it would.
Pre-wave and post-wave around a launch or a heavy media period. Awareness lift, message recall and consideration shift read off the same base you had before the campaign started.
New entrant or an incumbent stepping up spend. A tracker shows you whether their share of mind is pulling away from yours and where the pressure is concentrated.
When the executive question is "what is happening with our brand this quarter," the right answer is a tracker report that lands on a known cadence with numbers you can stand behind.
We agree the measurement frame in the baseline wave and then we lock it. Wording, scales, order. Changes get made at wave boundaries with explicit change notes so trends stay readable.
Caribbean markets are not interchangeable. Each territory gets a sample design that reflects its population structure, media habits and reachability. Same target, appropriate method.
CATI stays right for broad population work in markets where landline and mobile coverage is deep. CAWI fits younger and urban targets. We run hybrid when neither mode alone gives a clean base.
Fieldwork is done by interviewers who live in the market and speak the way respondents speak. Not a regional call center routing through one accent. That choice shows up in completion rates and open-end quality.
Every wave reports against the last wave and against baseline. Significance tested, direction called, driver columns explained. The dashboard updates the same day the final tables land.
Four outputs every wave. Executives read the summary. Brand teams read the full report. Analysts work the dashboard and the dataset.
Quarterly is the default for categories where marketing pressure and share are moving. Bi-annual works for established brands in stable categories. Annual is typically too wide to catch shifts worth acting on.
Campaign-heavy years sometimes justify a pre-wave and post-wave bolted onto a quarterly cadence. We map that into the design at baseline.
For a single-territory tracker with headline KPIs only, n=400 is a workable floor. For sub-group analysis (age, region, social class) n=600 to 800 keeps cell sizes honest. Regional trackers with cross-market cuts start at n=300 per territory.
Depends on the target. CATI stays the right call in markets where mobile penetration is broad and the category reaches across income groups. CAWI fits younger targets, urban audiences and categories where your buyer lives online. We run hybrid when the category crosses both populations and a pure mode would bias the base.
Locked questionnaire after baseline. Any change gets documented at the wave boundary with a visible change note in the report. Same fieldwork agency, same interviewer pool where possible, same weighting scheme. We publish a comparability section in every wave report that calls out anything that could move the number for a reason other than the brand.
Yes. We handle transitions regularly. We review the existing questionnaire and historical tables, propose the minimum set of changes needed to preserve trend continuity and build a comparability note into the first wave we field so your own team can see where the numbers are directly comparable and where they are not.