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Close-up photograph of a hand marking a printed survey sheet with “More Important” and “Less Important” columns, illustrating forced trade-offs in attribute prioritisation.

 • 27 Mar 2026

Maximum Differential Analysis: Identifying Real Purchase Drivers

Ask a group of buyers to rate how important ten different attributes are on a scale of one to ten, and you will almost certainly get Read More

brand tracking Research Methodology MaxDiff Best-Worst Scaling Purchase Drivers
Close-up photograph of a hand holding a yellow retail-style price tag labelled “Brand Awareness” and “Favourability” on a supermarket shelf, suggesting these metrics are treated like discounted commodities in low-engagement categories.

 • 20 Mar 2026

Why Brand Tracking Fails in Low-Engagement Categories (and How to Fix It)

Some categories have a structural problem that makes standard brand tracking almost useless, most customers never actively chose the Read More

brand tracking brand measurement Low-Engagement Categories Customer Inertia
Photograph of a wooden signpost at a forked path with red “Switch” and green “Stay” arrows, while two people walk in opposite directions in the background, symbolising customer switching risk.

 • 13 Mar 2026

How to Identify Customer Switching Risk Before It Shows Up in Your Churn Data

Customer churn rarely arrives without warning. Switching intent builds over weeks or months, shaped by accumulating experiences, Read More

brand tracking brand measurement Customer Switching Risk Customer Retention
Close-up photograph of a magnifying glass resting on printed financial charts with rising bar and line graphs, set on a wooden desk beside stacked books and a graduation cap, with an Australian flag and blurred university campus in the background.

 • 6 Mar 2026

How Brand Tracking Can Predict University Enrolment Risk

Most Australian universities run some form of brand tracking. They measure awareness, favourability, and consideration among Read More

brand tracking Marketing ROI Higher Education Enrolment Risk
AFL stadium at night with fireworks; marketers track branded search lift and other metrics on phone and laptop.

 • 20 Feb 2026

What the Super Bowl Teaches Aussie CMOs About Measuring Fame

Every February, the marketing world obsesses over Super Bowl advertising. Which spots will break through? Which brands will waste Read More

fame effects AFL NRL campaign measurement Super Bowl marketing measurement tentpole ROI Australia brand search lift
CFO and CMO in a Sydney boardroom reviewing a dashboard with Share of Search, Perceived Value, and LTV:CAC for H2 planning.

 • 13 Feb 2026

The Brand Metrics Your CFO Actually Wants to See Before Approving H2 Plans

Here's the truth about most brand health tracking, it produces numbers that marketing teams find interesting but finance teams find Read More

perceived value metrics CFO brand metrics brand health ROI pricing power Australia brand elasticity