Our analyses lead to actionable recommendations
Food Tracker is not primarily about collecting a lot of data. Our mission is to help our clients grow by extracting insights and action points. The reports lead to conclusions and recommendations that are supported by the data and that help you improve your business. Our combined expertise in the fast food and full-service restaurant industry, and in market research consulting enables us to fulfill this promise to our clients.
aim
act
achieve
The Food Tracker analysis framework
Pull = Attraction
Pull is the level of attraction of the brand in the mind of the consumer.
Pull is influenced by marketing communication, word of mouth and consumer’s own experiences with the brand.
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We quantify a brand's Pull by measuring its score on Fame, Love and Trust
PULL
&
PUSH
Push = Access
Push is the level of access that consumers have to the brand in the marketplace.
Are stores conveniently located? Is the price affordable? Are there enough and attractive promotions?
Push is quantified by how well a brand converts brand equity into brand usage.
Brand equity
The Pull factor of a brand is measured by its brand equity. It stands for the value of a brand in the mind of the consumer.
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Behavioral science says that people buy brands they are familiar with, love and trust. This is not so much a rational consideration, but more a consequence of evolution.
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We are programmed to prefer choice options that we know and trust (less perceived risk), and that we love (our behavior is strongly driven by emotions).
FAME
LOVE
TRUST
Brand image
Brand equity measures the overall strength in the mind of the consumer. We also measure in more detail what associations people have with your brand. What comes to mind when they think of your brand and are those the things that you want them to think of?
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We measure what your brand stands for and if that are the same associations that lead people to use brands.
brand opinions
brand feelings
Advertising evaluation
We show respondents some images of your TV commercial and ask them if the recognize the ad. With multiple screens available , people have a lot of distraction while watching TV. We can tell you how many people actually register your ad.
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If they recognize the ad, we also ask them to tell us what brand it is for, which attributes apply to the ad and what is the dominant emotion they feel about it.
reach
emotions
Customer satisfaction
We measure customer satisfaction among consumers who have visited your business in the past 7 days.
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Apart from the widely used Net Promoter Score, we ask them to rate the experience on various aspects and we ask them for suggestions how you can improve.
food quality
