Our Approach

Brand Reality combines survey-based insights with real purchase behaviour to give a complete view of brand performance.

Traditional brand tracking focuses on attitudes, while shopper data focuses on behaviour. Brand Reality integrates both: combining mass qualitative research with actual buying data to understand not only what people buy, but also why they buy it.

We analyse brand growth through two critical dimensions:

• Mental availability: awareness, consideration, associations and category entry points

• Physical availability: penetration, frequency, shopper behaviour and sales performance

By linking these two perspectives, Brand Reality provides a unified view of how brands grow: from perception to purchase.

Key Benefits

• Complete view of brand performance: Combine brand metrics (awareness, consideration, associations) with real purchase behaviour in one integrated framework

• Understand both the “what” and the “why”: Link shopper data to underlying drivers, motivations and barriers

• Identify real growth opportunities: Discover where to grow: more buyers, more occasions or stronger mental availability

• Actionable insights for marketing and category decisions: Directly translate insights into actions on pricing, communication and innovation

• Bridge the gap between qualitative and quantitative research: Mass qualitative techniques allow exploration and validation at scale

• Built on proven brand growth principles: Grounded in Byron Sharp’s framework of mental and physical availability