We believe that momentum starts with measurement

Traction uses data from real people to show how brands are really performing and why. We’ve developed brand tracking and marketing effectiveness solutions that highlight what’s driving growth – and where there’s room to improve.

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Our story

Traction was built by experts in brand strategy, market research, technology and data science who believed that there was a better, faster and more cost-effective way to deliver market research. With this collective brain power, we have developed a powerful way of understanding the value of brand in a way that is intuitive for marketers and insights teams to digest and action.

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Our values

We elevate marketing teams with intelligence that reflects the true value of brand.

We care about brands

Brands have the power to inspire, build trust and shape culture. When brands thrive, everyone wins – consumers feel connected and businesses grow.

We look for the right answers

The right data leads to the right decisions – our commitment to accuracy ensures that brands can take action that drives real results.

We blaze trails

We don’t follow trends – we set them. As the pioneer of always-on brand tracking, we innovate with purpose, building solutions that reshape industries.

Why we exist

Brands are powerful drivers of business success – a strong brand raises visibility, drives purchase and boosts customer loyalty. Yet despite this impact, brand performance is often disconnected from business results. Many business leaders undervalue brand because they can’t see its effect on the bottom line – and marketing teams often lack the data to prove their impact.

We exist to change that. Our approach gives you real-time insights that show what’s working and why – connecting your brand tracking directly to consumer behaviour and business outcomes. So, you can prove your brand’s true value and ensure your work gets the credit it deserves.

What’s unique about our approach

We’ve drawn from the latest thinking in data science, psychology and neuroscience to build a brand measurement system that reflects consumer buying behaviour.

Our Brand Equity Framework

Our Equity framework starts from an understanding that brands succeed when they form strong relationships with consumers. Over the last ten years, we’ve discovered 16 factors that form the relationship people have with your brand; our 16 Equity Drivers. These Drivers give you granularity into how your brand is performing, what areas need improvement in comparison to competitors, and what you can do to supercharge your brand’s growth.

Our measurement system

We speak to real consumers and uncover their true feelings about your brand, your competition and your category by measuring their subconscious feelings. It’s proven to be the most accurate reflection of purchase intent people have for brands – miles beyond the capabilities of traditional surveys or focus groups.

Our process

We put your brand equity results in the context of your brand’s performance metrics and commercial results, guiding you on the actions to take to amplify growth. Marketing funnel data tells you what’s working in your marketing strategy, brand equity data gives you the ‘why’ behind that performance and our team of experts guide you on the actions you should take next.

The Why

Diagnostic Data

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Feelings

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Thoughts

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