Business & Marketing
Connor Archbold and Matt Herbert: How Tracksuit Made Brand Measurement Easier to See
Tracksuit’s brand-tracking proposition is built around a familiar challenge for marketers: understanding whether people know, recognise and choose a brand over time.
Tracksuit’s brand-tracking proposition is built around a familiar challenge for marketers: understanding whether people know, recognise and choose a brand over time.
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Making brand health measurable
Tracksuit set out to make brand tracking more accessible to businesses that could not justify traditional research programmes. Its platform presents measures such as awareness, consideration and preference in a more continuous, visual format. That focus puts the company at the intersection of software, market research and marketing decision-making.
A product designed for a wider market
A simpler interface can make research easier to use, but it does not remove the need to understand methodology. Businesses still need to know who was surveyed, how often, how representative the sample is and what changes are statistically meaningful. The value of a dashboard depends on the quality of the underlying data.
The founders and the next stage
Connor Archbold and Matt Herbert are named in the supplied brief as Tracksuit’s founders. The company has continued to develop its product and international presence; for any current funding, acquisition or leadership claim, check the company’s latest announcements. A useful founder profile should explore how the pair translated a research problem into a repeatable software product.
Sources and further reading
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