Our 60+ years in market research have yielded the industry’s leading measurement platform for brand management.
The Harris Poll Brand Platform provides market research tools and brand tracking software to diagnose, act, and evaluate within seconds. We offer a comprehensive perspective on thousands of brands in real-time, empowering firms of all sizes to confidently make data-driven marketing decisions. Harris Brand Platform builds on the foundation of EquiTrend®, Harris’ syndicated brand tracker that has run for 30+ years, providing a normative base for your brands and others. Within 24 hours, you can start uncovering insights to help change the trajectory of your business and help you become a brand expert!
WHAT OUR CLIENTS ARE SAYING
Victoria Kidder
Director, Brand & Customer Insight
DraftKings Inc.
At DraftKings, we have three distinct parts of our business – DFS, Sportsbook and Casino. As a high growth company which is part of a heavily regulated industry, understanding our target consumer and user-base across each of our verticals is pivotal to our success as a brand.
Through the course of our company history, we’ve worked with a variety of agencies and have used various brand tracking tools – all of which have helped to provide insights with usable brand data. Harris Brand Platform provides the real-time data we were looking for. It’s been helpful in providing the in the moment, real-time data of what’s happening this week, and whether there has been any material change from last week. Considering our focus on promotional ad campaigns, Harris Brand Platform has allowed us to see how the marketplace responds to our promotions in real-time.
The tool allows us to see how our brand is being considered by the target US population that are most important to our business. In its current state, Harris Brand Platform is being used to provide a holistic view of the DraftKings master brand. Merged with our Google Analytics (and other metrics) we’re able to access a 360 view of DK brand. We had been looking for a tool like Harris Brand Platform to use for a while.
Liana M. Douillet Guzmán
Chief Marketing Officer
Skillshare
We recently launched a new brand identity, and it was imperative for us to be able to measure the impact of our new positioning as well as ongoing marketing initiatives – in real time.
Having access to Harris Brand Platform’s always on insights has been invaluable. It has allowed us to better understand the return on our brand spend and to segment key customer populations by the demographic, psychographic and behavioral elements that matter most. Further, it gives us a sense for how we’re stacking up against our competitors. I’ve found the UX to be clean and easy to use and I’ve appreciated the responsiveness of the Harris Brand Platform team.
Matthew Duch
Vice President of Growth, Marketing
Lulus
Harris Brand Platform has been a great addition to our marketing toolkit. It’s intuitive and very easy to derive value from each of the modules.
Harris Brand Platform is a novel platform and we’re using it to more effectively measure consumer sentiment around the Lulus brand and to better understand the competitive landscape. We’ve found the emotional attributes attached to our brand quite insightful – it has offered us a way to see Lulus through the eyes of our end-consumer. We’ve leaned into the attributes that we’ve taken from Harris Brand Platform and have used them in our marketing messaging. We’re continuing to find new ways to activate this data to develop differentiation in the marketplace.
Our marketing team has been able to use the data to better understand our customer demographics – we’re starting to see where there are areas to grow and to identify new media buying strategies.
The Harris team is available when we need them – they quickly help with any questions and have ensured we had a successful experience with the platform so far. We’re also appreciative that the team continues to offer new enhancements and integrations to the tool to better support our needs.
WE COLLECT CRITICAL BRAND HEALTH INFORMATION FOR YOU
Brand Equity
Harris Brand Platform is powered by Harris' academically and financially vetted equity model - we give you a single score to help you understand where your brand strength and that of your competitors is today, and where your brand marketing might go in the future.
Conversion Funnel
Our rigorous brand metrics help clients focus on the leakiest parts of the funnel where consumers leave and provide a path forward to drive revenue using advanced, data-driven marketing decisions.
Brand Perception
We use distinct personality traits to dimensionalize your brand perception - showing positioning elements of brand differentiation, and where there are further territories to own relative to your competitors.
Customer Touchpoints
The Harris Brand Platform model also includes customer touchpoints, providing a view into where consumers have interacted with your brand touchpoints and how that engagement affects perceptions and behaviors. Our data also helps show where your competitors are focusing their efforts to develop a more comprehensive brand management strategy.
HOW HARRIS BRAND PLATFORM CAN BE USED
OUR ANALYSES TAKE YOU BEYOND DATA
Advanced Analytics
Conduct detailed analyses, including differentiation mapping, head-to-head match-ups, and more.
HARRIS BRAND PLATFORM GIVES YOU CONTROL OVER YOUR DATA
Set Dates
Set start and end dates to look at specific time periods of interest
Custom Filters
Drill down into thousands of different demographic, behavioral, or psycho-graphic sub-groups
Export
Export content from Harris Brand Platform to Excel, PowerPoint, PDF and more
24/7 Chat Support
Engage with our researchers and technical support directly within Harris Brand Platform
Harris Clients
Brand tracking software available for a fraction of the cost of custom research
Subscriptions to Harris Brand Platform offer you continuous, real-time tracking on five brands. With your membership, our brand tracker will collect over 10,000 interviews per brand, giving you a robust ability to conduct pre-/post-testing and dive deep into various customer groups.
Create an account to see a demonstration, or shoot us an email ([email protected]) to learn more.