Compass Brand Tracking

Brand intelligence built for the 21st century.

Our 60+ years in market research have yielded the industry’s leading brand measurement platform.
The Harris Poll’s Compass provides the tools to diagnose, act, and evaluate within seconds. We offer a comprehensive perspective on thousands of brands in real-time, empowering firms of all sizes to confidently make data-driven decisions. Compass builds on the foundation of EquiTrend®, Harris’ syndicated brand tracker that has run for 30+ years, providing a normative base for your brands and others. Within 24 hours, you can start uncovering insights to help change the trajectory of your business.

WE COLLECT CRITICAL BRAND HEALTH INFORMATION FOR YOU

Brand Equity

Compass is powered by Harris' academically and financially vetted equity model - we give you a single score to help you understand where your brand strength and that of your competitors is today, and where it might go in the future.

Conversion Funnel

Our rigorous brand metrics help clients focus on the leakiest parts of the funnel where consumers leave and provide a path forward to drive revenue.

Brand Perception

We use distinct personality traits to dimensionalize your brand perception - showing positioning elements of brand differentiation, and where there are further territories to own relative to your competitors.

Customer Touchpoints

The Compass model also includes customer touchpoints, providing a view into where consumers have interacted with your brand touchpoints and how that engagement affects perceptions and behaviors. Our data also helps show where your competitors are focusing their efforts.

Compass tool on different devices

HOW COMPASS CAN BE USED

OUR ANALYSES TAKE YOU BEYOND DATA

Market Segmentation

Compare brand data across custom-created demographic, psychographic, or behavioral segments

Competitive Intelligence

Compare your brand momentum with that of four others - competitors, new entrants, prospects, partners, and more.

Brand Trends

View brand performance over time at intervals you define

Advanced Analytics

Conduct detailed analyses to dig deeper into the data, including differentiation mapping, correspondents analyses, head-to-head match-ups, and more

COMPASS GIVES YOU CONTROL OVER YOUR DATA

Set Dates

Set start and end dates to look at specific time periods of interest

Custom Filters

Drill down into thousands of different demographic, behavioral, or psycho-graphic sub-groups

Export

Export content from Compass to Excel, PowerPoint, PDF and more

24/7 Chat Support

Engage with our researchers and technical support directly within Compass

Harris Clients

Brand tracking available for a fraction of the cost of custom research

Subscriptions to Compass offer you continuous, real-time tracking on five brands. With your membership, our brand tracker will collect over 10,000 interviews per brand, giving you a robust ability to conduct pre-/post-testing and dive deep into various customer groups.

Create an account to see a demonstration, or shoot us an email ([email protected]) to learn more.

Request a Demo