Market and brand intelligence
See where your market and brand are moving.
Track brand health, consideration, sentiment and competitors continuously, and know what changed and why.
In short
Market and brand intelligence is the continuous monitoring of brand health, consideration, sentiment and competitor position across trackers, research and market sources. mTab is brand tracking and market intelligence software in one place: Pulse watches those sources for each team, flags meaningful movement, and explains what changed, why it matters and what to do next.
The challenge
Brand trackers refresh, studies arrive and competitors move, and the change that matters often sits in a report no one has opened. By the time awareness, consideration or loyalty visibly shifts, the window to respond has narrowed.
- 1
Monitor
Pulse tracks your brand trackers, research, customer data and market sources continuously, tuned to each team's responsibilities.
- 2
Detect
It flags meaningful movement in brand health, consideration, sentiment and share, such as a consideration shift in a priority segment or a competitor gaining where you lead.
- 3
Explain
Each priority states what changed, why it matters and what to do next, with the evidence attached.
- 4
Act
Ask a follow-up, run the analysis, draft the brief, or schedule it as a Flow so it runs every week.
What you can track
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Brand KPIs
Awareness, familiarity, perception, consideration and NPS, tracked by market, segment and wave.
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Buyer behavior
Why customers buy, who they cross-shop and why they reject a brand, and how those reasons change over time.
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Loyalty, conquest and repurchase
Where business is coming from and going to at brand and model level, with repurchase intent as an early indicator of loyalty.
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Segments that matter
How needs shift by market, product segment and brand as new products and lifestyles change demand.
Platform capabilities
- Halo Pulse priorities by role
- Brand and market monitoring across connected sources
- Ask Pulse for follow-up analysis
- Halo Flows for recurring reviews
Halo Reports and your research
Brand tracking, analyzed in depth.
Your brand trackers are analyzed in Halo Reports, with weighting and significance testing across waves and markets. Pulse monitors them continuously and tells each team what moved.
- Awareness, consideration and perception by segment and market
- Wave-over-wave trends with significance testing
- Interactive brand reports for marketing and leadership
Related reading
All articles
Decision intelligence
What is decision intelligence?
Decision intelligence defined: how it differs from business intelligence, analytics and AI assistants, what a decision intelligence platform does, and what it changes for insights and business teams.
Statistics
What is statistical significance? P-values, chi-square tests and ANOVA explained
A plain-English guide to statistical significance: what statistically significant means, how p-values work, which test to use on survey data, and the mistakes to avoid.
Statistics
What is a sampling error? Examples and margin of error formula
What sampling error means in survey research, concrete examples, how it differs from non-sampling error and sampling frame error, and how to calculate the margin of error.
FAQ
Market and brand intelligence: common questions.
Does mTab handle global brand tracking across many markets?
Yes. mTab is built for wide, complex global brand trackers: every market, wave and brand in one governed platform, with weighting and significance testing applied consistently in Halo Reports, and Pulse watching each market for meaningful movement in brand health and consideration.
Global brand tracking: how to run it across marketsWhat is brand tracking?
Brand tracking is the regular, survey-based measurement of how people see a brand and its competitors over time: awareness, consideration, preference, usage and image, compared wave over wave to show what changed and whether the change is real.
Read the guide to brand trackingWhich brand metrics does mTab track?
Awareness, familiarity, perception, consideration and NPS by market, segment and wave, plus buyer behavior, cross-shopping, loyalty and conquest. Pulse reads them alongside competitor moves and market signals.
How is this different from a brand tracking dashboard?
A dashboard waits for someone to open it. Pulse monitors the tracker between reports, ranks the changes that matter to each team and explains them, so a shift in a priority segment is seen when it happens, not weeks later.
Can the brand review run automatically?
Yes. A brand-health synthesis can run as a Halo Flow at each wave close. It arrives as a draft with sources for your team to review before it is shared.
Want to see market and brand intelligence with your data?
Bring one tracker or study. We'll show you what Pulse would surface for your team before we meet.