An image you can
Inside the company there are plenty of opinions about the brand and very few numbers. Research tells you what the audience knows and thinks about it.
01
When research is needed
Research is needed when the decision is large and the knowledge behind it is a guess. Brand health is measured through awareness, consideration, image and willingness to recommend. After a campaign we measure recall, attention value and the effect on image. Ads can also be tested before a launch, so the message is corrected before the media is bought. The survey runs on Norstat's certified panel and the questionnaire is designed together. The same method sits behind our own continuous study, which has gathered eight waves and 18 000 Finnish respondents since 2023*.
02
A few lessons
High aided awareness can hide an empty brand. The name is recognised, but nothing can be said about it. So measure the content of the image as well, not only awareness. If willingness to recommend is negative, growing awareness only produces more people who consider you and choose someone else. In that case the order of work is different. The third lesson is about timing. Measure before the campaign, during it and after it. A single measurement afterwards gives you a level, not a change.
03
How we work
People do the work: a strategist, a planner, a specialist and an analyst. We design the questions so that an answer changes something in practice, and we go through the results together. Norstat runs the fieldwork. Where it helps, the Marketing Engine handles the part that repeats hundreds of times: assembling the results into the same view wave after wave. We give every client the most modern tools in the field for gathering insight, running the advertising and following the results.
04
Sources
* NØRR3 Media Insights, Norstat panel, eight waves and 18 000 respondents since 2023, most recent wave August 2026.
Examples of what we do
- Brand awareness, consideration and image
- Willingness to recommend
- Measuring campaign impact
- Testing ads before a launch
- Tailored questions for your own audience
- Fieldwork on the Norstat panel
- Continuous tracking wave by wave
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