Here's what 

A global commercial real estate firm was looking to understand the impact of their brand in market. Audiences are small, senior and hard to reach, so the firm's sense of where it stood against key competitors rested largely on anecdote. Context built a global brand tracker designed around that access problem. Specialist recruitment secured Operations and Leadership decision-makers inside corporate occupiers, and CIOs and investment managers inside institutions such as sovereign wealth and pension funds, across 12 markets in AMER, EMEA and APAC – a consistent, trackable read on a population that is usually out of reach. A key part of the research was to identify what was landing and remembered by buyers, and how that compares to internal views on what the brand is trying to say about itself (what is received vs. what is emitted). 

So what 

The ongoing programme provides teams across the world with outputs tailored to their needs.  

For the Brand and Marketing: Identifying where in the funnel break points and large shifts occur and how this differs market to market, plus an overview of the brand characteristics which widely drive change and how well their and core competitors behave in these spaces to assist in messaging priority. 

For the Markets: Clarity that there is no single global story. Position varies by market maturity, so the same message cannot carry a mature market where the argument is partnership and an emerging one where it is still recognition. Priority markets, and the competitor to beat in each, now follow the data rather than reputation or internal perception. 

For the Business Lines: Better understanding of trends in the market and how the brand is perceived in these areas; wider market context to align initiatives too as well as what is driving the pipeline to purchase. 

Now what 

Brand investment prioritised by audience, market maturity and funnel stage rather than spread evenly. Campaigns focus on area aligned to strategy allowing follow-up waves of research to assess whether the comms are landing with the targets show by uptick in the metrics aligned to them.