Your survey is the engine behind your brand insights - so tweaking it should always be thoughtful, intentional, and aligned with where your brand is heading. Changes can be launched on the 1st of each month, and your Brand Champ will help you validate feasibility, follow best practices, and scope any additional cost tied to extended survey coverage.

1. Refine who and what you measure
This includes adding or updating competitors and brand statements so your survey reflects the real landscape you’re playing in. As your category evolves or your positioning shifts, refreshing these lists ensures you’re measuring what truly matters for your brand today.
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2. Add new survey questions
If you want to go deeper into how people buy, behave, discover, or think about your category, you can add additional questions. These help you unlock richer insights and tailor the dashboard to your business needs.
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3. Ask more respondents
If you need more reliable reads for key regions or specific audiences, increasing or 'boosting' sample size gives you stronger, more confident data. Especially when you're investing heavily in certain markets or need dependable reads across key segments.

Custom demographic question

What it is: Additional demographic question tailored to your business (e.g., lifestyle, purchase intent, behavior, specific segments).

​Business impact: Helps you see which specific groups are driving your brand and category, so you can sharpen targeting, messaging, channel mix, and growth strategy. It’s also a great way to align Tracksuit reporting with your internal segmentation, so everything speaks the same language.
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For example:

How often do you typically exercise?

Sub-category question

What it is: A breakdown of which product types/sub-categories consumers buy within the category.
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Business impact: This gives you brand health visibility within each purchase segment helping identify expansion opportunities or zones to defend.
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For example:

Which of the following makeup/cosmetics products have you purchased in the past 3 months?

Place of purchase question (online/offline)

What it is: Understand whether people in your category prefer to purchase online or in-store.
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Business impact: Helps you see if your brand is visible where people are actually shopping. Great for spotting missing channels, catching early shifts toward online buying, and checking that your retail and ecommerce footprint matches real consumer behavior.
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For example:

Where do you typically purchase furniture?

Place of purchase question (channels/retailers)

What it is: Understand where people typically purchase your category from a channel/retailer perspective e.g. supermarkets vs pharmacies or Amazon vs Walmart.
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Business impact: Shows which channels contribute most to brand health, where co-branded promotions will land best, and which outlets should lead your visibility and activation strategy.
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For example:

Where do you typically purchase coffee products?

Category purchase frequency question

What it is: Understand how often people buy or use a category (e.g. weekly, monthly, occasionally).
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Business impact: Helps you segment heavy vs. light buyers, understand how brand performance differs between groups, and build growth strategies that reach occasional buyers — not just frequent ones.
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For example:

How often do you typically purchase supplements? Please select the option that best describes your buying habits.

Unprompted awareness question

What it is: An open-ended question asking people to recall brands that come to mind in your category without any prompts.
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Business impact: This is a measure of mental availability and brand recall. It’s one of the strongest indicators of long-term brand strength, because people tend to choose brands that are top of mind. Tracking this helps you understand if your brand building is cutting through, whether your investment is creating real mental availability, and helps you keep an eye on emerging competitors.
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For example:

Which brands of flavored milk have you heard of? Please type in as many as you can, using a separate box for each.

Recent brand activity recall question

What it is: Assess if those aware of you/your competitors have noticed recent marketing efforts

Business impact: Connects marketing activity to memory, helping you see if campaigns are cutting through, whether your presence is building consistently over time, and how recent activity may be influencing key funnel metrics.
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For example:

Have you seen, read or heard of any advertising, messages, or content from any of the following skincare brands recently?

Recent sources of awareness question

What it is: Which channels people say drove their recent awareness (e.g., social, TV, OOH, word-of-mouth).

Business impact: Reveals which channels are doing the heavy lifting for mental availability, guiding smarter media and creative decisions.
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For example:

Where have you seen or heard about Airbnb recently? (Please select all that apply)