Tom Morris

Tom Morris

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Overhead photograph of an open brand tracking report on a timber desk in natural light, with four thin-lined labels floating above the page naming a brand's name, trust signal, core segment and channel, one highlighted in red to suggest a single point of exposure.

 • 9 Oct 2026

How to Run a Brand Equity Stress Test

What to ask, how to isolate one asset from the rest, and what the results license you to do differently. Read More

brand tracking brand equity Research Methodology brand measurement brand equity stress test
Photograph of volunteers in a community hall handing a box of groceries across a table to someone collecting it, with four small semi-transparent elements suspended above, a heart, a person, a raised hand and a public building, representing the separate audiences a purpose-led organisation depends on.

 • 25 Sep 2026

Awareness Asymmetry: What Not-for-Profit Brand Data Hides

A single awareness figure can look healthy and still describe none of the audiences a purpose-led organisation depends on. Read More

brand awareness brand tracking Market Segmentation Brand Health Measurement Awareness Asymmetry Not-for-Profit
Photograph of three printed research proposals fanned across a desk with a hand resting on the middle one, and four small semi-transparent elements suspended above them, a magnifying glass, a group of people, a dollar sign and a tick, representing what to weigh when choosing an agency.

 • 18 Sep 2026

How to Choose a Market Research Agency in Australia

The shortlist is the last decision, not the first. What to settle before you contact anyone. Read More

brand research market research market research agencies Research Agency Selection Research Methodology
Photograph of a printed survey questionnaire on a timber desk with four small semi-transparent elements suspended above it, a dollar sign, a group of people, a clock face and a bar chart, representing the sample, length and analysis choices that determine what a brand tracking study costs.

 • 11 Sep 2026

What Brand Tracking Costs in Australia and What Moves It

Published figures for a standard Australian brand tracker, and why the cheapest version is usually the worst value per dollar. Read More

brand tracking Research Methodology Brand Tracking ROI strategic brand measurement brand tracking costs
Photograph of a supermarket shopper comparing options on their phone while reaching past the untouched eye-level shelf for a plain cheaper product below, illustrating that switching brands has become normal Australian consumer behaviour.

 • 28 Aug 2026

Switching Is Now Normal: What 2026's Consumer Data Means for Brands

Fifty-seven per cent of Australians switched at least one provider in the past year. Not considered it, not compared plans in a Read More

brand tracking customer loyalty Switching Window brand switching Australian consumers
Photograph of a boardroom where a presenter stands beside a dashboard showing a dipping metric while executives raise hands with questions, illustrating that syndicated brand tracking dashboards report movement but cannot explain it.

 • 21 Aug 2026

Custom Brand Tracking vs Syndicated Dashboards: Which Fits When

At some point, most Australian marketing teams that get serious about brand measurement face the same fork: a syndicated tracking Read More

brand research Custom Brand Tracking Syndicated Brand Tracking brand tracking agency Tracksuit
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