An email list of the audience you want to survey: your customers (for brandr Index) or your employees (for Employer Index). brandr provides the methodology, survey framework, and dashboard. You provide the audience.

Less than 15 minutes. The survey methodology is pre-built and scientifically validated, so there's no need to design questions from scratch. Upload your list, review the setup, and launch.

In the case of Enterprise customers using panel data, setup can take 3-5 days.

For most customers, results arrive within two weeks of launching the survey. Engagements that include addons such as Consumer Panel or Synthetic Panel data typically take longer, since sourcing and fielding through external panels adds time to collection and analysis.

For statistically robust results, we recommend at least 300 respondents for B2C brands, 25+ for B2B, and 15+ for the Employer Index. These aren't hard requirements. Larger samples give you stronger insights, and smaller samples can still provide valuable directional signals, especially for B2B or niche companies where the total audience is limited.

Response rates typically fall between 10% and 25%, with around 20% being a strong result. Rates above 30% are considered exceptional. As a rough rule of thumb, 500 invites will generate around 100 responses. You can boost participation with light incentives like a raffle.

Most companies run a full index measurement annually or biannually, with shorter pulse and wave surveys in between to track specific initiatives. brandr supports continuous tracking, so you can set a cadence that fits your strategy.

No. In around 90% of cases, clients use their own customer or employee lists, which is both more relevant and more cost-effective.  

For larger brands that need broader market reach, we offer Consumer Panel and Synthetic Panel data as addons on the Enterprise plan. The key principle is that respondents must already know your brand: this is not an awareness study.

You are, in most cases, since you know your customers and employees best. For Enterprise engagements, we help structure the list and define relevant segments so the results are as meaningful as possible. For Starter and Growth plans, compiling and uploading the list sits fully with you.

brandr Index measures how your customers perceive your brand externally. It covers Differentiation (how unique your brand is), Segmentation (how well it reaches the right audiences), Perception & Image (how people experience it), and Social Responsibility (including ESG and trust factors).  Employer Index measures how your employees perceive the brand internally across three dimensions: Branding, Human Resources, and Equality.  Together, they give you a full 360° view of brand health.

Both indexes use structured surveys of validated questions covering the key drivers of brand perception. The brandr Index focuses on external drivers like image, differentiation, and segmentation, going well beyond simple awareness. The Employer Index focuses on internal drivers across branding, human resources, and equality, covering how employees experience the company as a brand. Every question is tested for reliability and validity.

Around four minutes for each index.

NPS measures loyalty. Awareness tracking measures visibility. brandr Index measures why people trust, prefer, and connect with your brand, which is the underlying layer of drivers that NPS and awareness scores can't explain on their own.

That depends on your goals. Many companies run a full measurement quarterly or biannually, with shorter pulse surveys in between to track specific initiatives. brandr supports continuous tracking so you can set a cadence that fits your strategy.

Your dashboard includes an overall brandr Score and dimension-level scores for each index. You'll also see the key elements driving each score, plus core indicators like Recommendation Score, Trust Score, and Loyalty Score, with demographic breakdowns.

Beyond scores, brandr shows you which brand attributes are driving your key metrics, where you're strong, and where there's room to improve. On Growth and Enterprise plans, the Impact Matrix reveals which levers to pull, and demographic breakdowns show how different segments perceive your brand.

Through an interactive, real-time dashboard. You can explore your data, filter by demographics, track trends over time, and drill into specific dimensions whenever you need to.

Yes, that's the point. brandr is built for action, not just reporting. On Growth and Enterprise plans, Strategic Recommendations translate perception data into prioritised actions, showing you exactly what to focus on to strengthen your brand, reduce risk, and grow sustainably.

Yes. brandr provides benchmarking across dimensions, scores, and individual elements so you can see how your brand compares within your category and market. Note that benchmarking against named individual brands is not possible. Benchmarks are built from anonymised, aggregated data.

The indexes are built on established brand equity models from academic branding theory, validated in practice across dozens of brands and hundreds of measurements. Rather than inventing a proprietary framework, brandr operationalises peer-reviewed research on how brand perception forms and how it drives behaviour, and turns it into a repeatable measurement system.

brandr's methodology was developed by our founder, Dr. Fridrik Larsen, a branding specialist with a background in psychology and finance. His PhD research at Aston Business School focused on energy branding, and it was during that work that he identified a gap in how brand positioning was being measured.  The first version of the framework, then called the Energy Branding Benchmark Index, was developed in 2008 and refined over several years into the 30-question survey at the core of brandr Index today. The beta launched to customers in 2016, and the methodology was generalised beyond the energy sector in 2020. His psychology background shapes how the framework captures consumer perception, and his finance background shapes the rigour and data discipline behind the scoring.

Every construct and question is tested for reliability and validity before it enters the live survey. That means we check whether questions consistently measure what they're supposed to measure (reliability) and whether they actually capture the underlying concept we care about (validity). Questions that don't meet the bar are revised or removed.

Reliability comes from three things working together: a validated question set, a sufficient sample size (see our respondent recommendations in Getting Started), and a representative audience. When all three are in place, results are statistically robust and directly comparable across waves and against benchmarks. For smaller B2B samples where full statistical robustness isn't possible, we're transparent about treating the results as directional rather than definitive.

Benchmarks are built from anonymised, aggregated data across all brands measured on the platform within a given category or market. As more brands run measurements, benchmarks become richer and more precise. Individual brand data is never exposed in benchmarks; you see category and market averages, not competitors by name.

Traditional brand tracking tells you what happened: awareness went up, consideration went down. brandr tells you why, and what to do next. By measuring the underlying drivers of perception (differentiation, trust, emotional connection, alignment, and so on) and showing which ones move your headline metrics, the platform converts measurement into action rather than reporting.

All survey data is handled securely and in compliance with applicable data protection regulations. We use your data to form industry and category benchmarks through anonymised aggregation. Your data will not otherwise be shared with third parties without your explicit consent.

Yes. Individual responses are anonymized in the reporting. Your respondents' identities are protected.

Yes. We follow industry-standard security practices to protect your data, including encryption and access controls. If you have specific compliance requirements, get in touch and we'll walk you through the details.