Compare

brandr vs Tracksuit

Tracksuit measures how the market sees you, continuously, against a nationally representative panel. brandr measures how the market sees you and whether your own organisation can deliver it, on one framework. This page covers what each is built for.

No card. No time limit. One survey per product.

Thank you! Your submission has been received!

Oops! Something went wrong while submitting the form.

What they do

Two instruments, two questions.

Tracksuit

Tracksuit runs continuous consumer surveys through third party panel provider Dynata, sending surveys to a nationally representative sample and finding at least 1,000 people in your category to set your month one benchmark. Its metrics map the funnel across awareness, consideration, investigation, preference and usage, with data updated daily and displayed against competitors, plus demographic filtering across gender, region and age. Setup is hands off and first insights arrive in as little as 30 days. It is built for B2C brands, with food and beverage, financial services and cosmetics the most common categories among reviewers.

brandr

brandr surveys the people who already have a relationship with your brand, your customers and your employees, on seven dimensions published academically, and reports both sides against benchmarks drawn from more than 50 industries. The two indexes sit on one scale, which produces a number neither a tracker nor an engagement platform can generate on its own.

The maths

Buy both, and you have paid ten times more for less.

The nearest thing to brandr is two separate subscriptions that were never designed to be read together.

Even with both invoices paid, the two datasets sit on different scales, so the number that tells you whether your organisation can deliver the brand the market thinks it is buying does not exist in either system.

Side by side

What each one can actually tell you.

Tracksuit

brandr

What it measures

Tracksuit

Funnel metrics in the market: awareness, consideration, preference, usage

brandr

Brand perception on seven dimensions, external and internal

Who gets surveyed

Tracksuit

A nationally representative consumer panel, at least 1,000 people in your category

brandr

Your customers and your employees. Consumer panel available as an add-on

Internal brand health

Tracksuit

Not measured

brandr

brandr Employer Index, on the same model

The alignment gap

Tracksuit

Not produced

brandr

The core output

Industry benchmarks

Tracksuit

Category level, against competitors

brandr

Yes, 50+ industries

How it is built

Published academic framework

Tracksuit

No

brandr

Yes

One model across both sides

Tracksuit

No

brandr

Yes

Named methodology author

Tracksuit

No

brandr

Yes

Time to first result

Tracksuit

From 30 days

brandr

Two weeks, setup in 15 minutes

Commercials

Typical annual cost

Tracksuit

From roughly $25,000

brandr

€3,190 for both sides

Try before you buy

Tracksuit

Demo only

brandr

Free, no card

Time limit on trial

Tracksuit

n/a

brandr

None

Minimum contract

Tracksuit

Annual, quoted

brandr

3 months on Starter and Growth

Where the two meet

The measurement no single tool can produce.

Because both indexes are built on one framework and run in one system, the distance between them is itself a number.

brandr Index

78

how the market sees it

The gap

6

points of misalignment

brandr Employer Index

72

how your people live it

Fit

When Tracksuit is the better tool.

Choose Tracksuit

If the question is how many people in your category have heard of you, and whether that number is moving month to month against a representative sample of the whole market including people who have never bought from you, Tracksuit is the right instrument and we will say so. Continuous panel measurement of category level awareness is what it was built for and it does it well.

Choose brandr

brandr answers a different question, which is what the people who already have a relationship with your brand think, on both sides of it, benchmarked against more than 50 industries. Teams running Tracksuit often add brandr rather than replacing it, because the funnel tells you the market is moving while the gap tells you whether the organisation behind the brand can keep the promise it is making.

Proof

Real outcomes. Proven by data.

Unfiltered feedback from the partners who drive our data.

"We wanted to see how our strategy aligned with customer expectations. Based on the results of the brandr Index, we saw an opportunity to focus more on sustainability. Both in the sense of improving our track record and helping other companies become more sustainable by utilizing technology.

When we used brandr Index for the first time the results delightfully indicated that brand image aligned in many aspects with our marketing and communication activities. But, there were also gaps we felt we should focus on, and things that needed an emphasis."

Audur Inga Einarsdóttir

Director of Marketing

Advania

“This is one of the most robust approaches I've come across when it comes to measuring brand health internally ... I really like how it connects brand strength directly to workforce outcomes.”

Christopher Rastin

Head of Research

E.ON

“I’m meeting a potential client in financial services tomorrow – it is a competitive pitch but will need brandr Index again as part of our methodology. We’d very much like to include brandr Index in our ecosystem”.

Partner

Brandpie

"The first upside—important for a company of our size—is that it is less expensive than the alternatives. It gives us deeper data for less, and from a broader group of people."

Magnus Haflidason

CEO

Domino's Pizza Iceland

"We could really pinpoint those areas that needed improvement. That was the biggest thing. But, it was also good to get a confirmation on what we were doing right. brandr Index was proof that we were hitting the mark in a number of areas. The main thing brandr Index told us was a bit surprising.

It was that people didn’t know where to buy HH merchandise in the capital area of Reykjavik. And that was important. In the word cloud there was no mention of any retailers. We found that pretty unusual, we thought that people would connect certain retailers with HH, but it simply wasn’t the case."

Bjorn Thorisson

Sales & Marketing, Iceland

Helly Hansen

"We have used another survey tool which wasn’t as in-depth, it didn’t have as many cogs in the wheel. brandr Index helped me identify areas where we needed to improve. Using it was a step in the right direction."

Baldur Olafsson

Director of Marketing

Bónus

"We believe we have built a really strong brand, so we wanted to test that—to see where we stood compared to similar companies. My first impression after running the survey was that the results were very easy to understand. I was surprised at the amount of information there. I did not know the survey went so deep into the mind-set of the customer."

Fanney Skuladottir

Marketing Director

Blush

Questions

What people ask before switching.

Do we have to drop Tracksuit?

No. Many teams run both for a period. Tracksuit reports the market funnel, brandr reports the two sided picture and the gap between them, and adding brandr costs a fraction of the tracker contract.

Do you provide the respondents?

On the standard plans you bring your own audience, your customers and your employees, which is exactly what makes the two sides comparable on one scale. Consumer panel data is available as an add-on if you need market representative reach as well.

Tracksuit gives us unaided awareness. Does brandr?

Not in the same form. If unaided category awareness against a representative panel is the metric your board asks for, a panel tracker is the better instrument. brandr measures depth of perception among people who know you, and adds the internal side that no tracker covers.

Is brandr as robust?

The framework was developed and published academically, and benchmarks draw on more than 15,000 analysed responses across 50+ industries. What you give up is the panel scale, and what you gain is a second measured side on a model that was peer reviewed before it was productised.

How long does it take to get going?

The survey takes four minutes to complete and results update live. Setup runs about 15 minutes and the first read lands inside two weeks, with no implementation project.

Can we try it before committing?

Yes. One survey per product, no card, and no time limit on the trial.

Pricing

See both sides for €3,190 a year.

Or start free and see your own numbers before you decide anything.

Thank you! Your submission has been received!

Oops! Something went wrong while submitting the form.

See full pricing

Get started

See both sides of your brand.

No card. No time limit. One survey per product.

Thank you! Your submission has been received!

Oops! Something went wrong while submitting the form.