Research insights
Quarterly Brand Health Report. A Practical Reporting Guide
A quarterly brand health report compares consistent brand measures across reporting periods and explains which business decision the evidence supports. Start with a defined audience, stable questions and comparable fieldwork. Then present changes, uncertainty and the action to investigate next.
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This guide focuses on building the quarterly reporting pack. For selecting the underlying measures, see our brand equity research guide.
Agree the reporting scope before collecting data
Specify the category, brands, target buyers, geography and decision. Record whether respondents are category buyers, current customers or the wider public. A customer survey describes customers. A category survey can address a broader competitive question when its sample design supports that scope.
Keep the core question wording, order, response options, survey mode and fieldwork window stable. Document changes in recruitment, quotas and weights. If the design changes materially, show a break in the series or run an overlap study before interpreting a trend. Consider seasonal demand and the timing of Tet when comparing quarters in Vietnam.
Build a scorecard with explicit definitions
| Measure | Define in the report | Decision it can inform |
|---|---|---|
| Unaided awareness | Share recalling the brand before any brand list is shown | Whether the brand comes to mind in the category |
| Consideration | Share considering purchase within a stated time window and audience | Where to investigate relevance or barriers |
| Brand associations | Attributes, response scale and whether the base is all buyers or aware buyers | Which message or positioning hypothesis to test |
| Customer recommendation | Eligible customer base, exact question and scoring rule | Where to investigate customer experience |
| Purchase or sales context | Source, period, channels, coverage and unit of measurement | Whether perceptions and observed outcomes move together |
Ask unaided awareness before showing brand names. Our awareness and recall guide explains the distinction. Recommendation scores measure a specific customer response. Use separate questions to understand trust, value and other perceptions rather than treating one score as a complete brand diagnosis.
Separate change from measurement noise
Show the current value, previous comparable value and percentage-point change. Attach the sample base for each result and explain uncertainty using a method appropriate to the sampling design. Probability samples require design-aware precision estimates. For opt-in samples, explain recruitment and modelling assumptions before making precision claims. Small subgroup differences need particular care.
The AAPOR disclosure standards provide a reference for documenting methods and the basis of reported estimates. A consistent method and transparent limitations help readers assess whether comparisons are defensible.
Use a quarterly reporting pack with four sections
- Decision summary. State the business question, main observations and the decision requiring review.
- Comparable scorecard. Show trends for the same audience, question definitions and competitors, including uncertainty and base sizes.
- Context and diagnosis. Record campaign dates, pricing, distribution, availability and credible customer feedback. Separate possible explanations from tested findings.
- Action register. Give each proposed test an owner, deadline, evidence requirement and next review date. Include a method appendix with the questionnaire and fieldwork details.
Website analytics, public social posts and customer surveys cover different groups. Report them as complementary sources with their own coverage. Compare sales data only after defining channels, returns and units. A campaign launched during the quarter needs its own measurement plan and baseline if the decision depends on estimating its effect.
Read a result and choose the next check
Hypothetical example. A brand records 32% consideration in one quarter and 35% in the next, a rise of 3 percentage points. Before recommending more media investment, check comparability, sample bases and uncertainty. If availability also improved, investigate distribution and communication together. The quarterly movement alone cannot identify the cause.
When the comparison supports a meaningful increase, test which audiences or attributes changed and whether the business can act on them. When evidence is inconclusive, record the open question and plan the next wave or a focused interview study. Repeating a stable core scorecard makes future comparisons easier to interpret.
Prepare a reporting brief for INTAGE Vietnam
Share the category, target audience, locations, competitor set, existing questionnaire, past datasets and the decisions needed each quarter. INTAGE Vietnam can discuss study design and reporting scope through its market research services. Agree feasibility, cadence, outputs and responsibilities for the project.
