Your Onboarding FAQ

We survey through Dynata, one of the world's largest research panels, who reach 67 million humans across 100+ countries (they run research for the likes of Amazon and Spotify). Everyone's screened into your category first, so you only hear from real category buyers and considerers. Plus, the sample's weighted to be nationally representative. Read more on our panel partnerships here.

A mix of two things. Panellists are part of Dynata's research panel and get a small financial reward for taking part, but that's really just what gets them through the door. What keeps them answering is that they genuinely like having their say, most tell us it matters more than the reward. And because everyone's screened into your category first, they're only answering about brands and products that are actually relevant to them.

Yes. We flag what's statistically significant (the green and red arrows) so you can tell a real change from normal wobble. Margin of error is typically ±3-4%, which is in line with the industry standard for brand tracking. Want the detail? Here's how statistical significance works, or ask your Brand Champ.

Significance isn't about how big the number looks, it's whether the move is bigger than the survey's margin of error, which widens on smaller samples, like statement results, which only count people aware of your brand. We do the maths for you, so a big jump on a small base can still be normal variation. If it's real, we'll flag it in the dashboard.

It’s hard to judge a number on its own, that's what benchmarks are for, and it's worth comparing like-for-like: smaller or newer brands naturally sit lower than the big established players, so measure yourself against your category and brands at a similar stage before setting a target. Your Brand Champ can pull benchmarks for your awareness level, so you can set a realistic target. More on benchmarking here.

Because they measure different things. Tracksuit measures the whole category, how many people know you, are considering you, and would choose you. Your sales data measures who actually bought, right now, usually a much smaller group who are in-market today. Brand health tends to move ahead of sales, so they aren't meant to line up, a healthy brand trend is an early sign of where your sales can go. Read our handy sales vs usage data explainer here.

Want to see the two side by side? You can connect your Tracksuit data to your PowerBI dashboards through our API, so you can track brand health and sales patterns together.

Different trackers use different panels, methods and question wording, so the exact numbers rarely line up, and that's normal. What matters is your Tracksuit trend over time, which is measured consistently. Or speak to your Brand Champ who can help you with a calibration report to help understand the differences between the studies. More on comparing trackers here.

Different reports use different bases, some are a % of everyone surveyed, others only of people aware of you, so the totals won't always match. Each is right for what it's measuring. Your Brand Champ can send a quick guide on which base sits behind each report.

Slow movement is normal, brand health builds gradually by design, so you won't see big monthly swings (and wouldn't want to). Flat is still a story: holding steady while your category slips is a genuine win. And even when your own number's flat, the category and your competitors are always moving, so there's a relative story to tell, and often a budget case in it. What to make of a flat read here.

Why these competitors and statements? Some feel off.

They were chosen when your account was set up, by your team and our insights specialists, to fit your brand and goals at the time. If they no longer fit where you're headed, they can change, just know it can reset the historical trend, so it's worth doing deliberately with your Brand Champ.