Brand & Advertising Research
Build Brands That Resonate. Create Ads That Work.
Measure, optimise, and strengthen your brand and advertising effectiveness with research that connects creative execution to business outcomes.
Your brand is one of your most valuable assets—and your advertising is one of your largest investments. Yet many organisations struggle to answer fundamental questions: Is our brand positioning resonating? Are our ads cutting through? Is our media spend delivering ROI?
Mansfield’s brand and advertising research provides the clarity you need. We measure brand health, track advertising effectiveness, and uncover the insights that help you build stronger brands and more impactful communications. Our approach combines quantitative tracking with qualitative depth to give you both the big picture and the nuanced understanding needed to optimise your brand and advertising strategy.
What We Research
Brand Health Tracking
Advertising Effectiveness
Creative Development
Media & Channel Optimisation
Brand Strategy
Our Methodology
Quantitative Tracking
Large-sample surveys to measure brand metrics and advertising effectiveness over time with statistical confidence.
Qualitative Exploration
Focus groups and IDIs to explore emotional responses, creative interpretation, and brand associations in depth.
Digital Analytics
Analysis of digital engagement metrics, social media sentiment, and online behaviour to complement primary research.
Experimental Design
A/B testing, controlled exposure studies, and conjoint analysis to isolate the impact of specific creative or strategic elements.
Frequently Asked Questions
How do you measure brand health over time?
We track a comprehensive set of brand health metrics including awareness (aided and unaided), consideration, preference, association mapping, NPS, and emotional connection. Our brand tracking studies use consistent methodology and sampling to ensure trends are meaningful and actionable.
What is the difference between brand tracking and ad effectiveness research?
Brand tracking monitors the overall health and perception of your brand over time — awareness, associations, loyalty. Ad effectiveness research evaluates the specific impact of a campaign — recall, message comprehension, emotional response, and behavioural intent. We recommend both: tracking for strategic oversight, and ad testing for tactical optimisation.
How do you test creative concepts before launch?
We evaluate creative concepts using both qualitative and quantitative methods. Qualitative research explores emotional reactions and message interpretation. Quantitative testing measures recall, comprehension, persuasion, and brand linkage across a representative sample. This dual approach ensures your creative is both emotionally resonant and strategically effective.
How often should we conduct brand tracking?
Most brands benefit from quarterly or bi-annual tracking. High-growth brands or those in competitive markets may need monthly pulses. The frequency depends on your market dynamics, media spend, and the pace of competitive activity. We help you design a tracking cadence that balances insight needs with budget constraints.