Can we add custom questions to individual waves?
Yes. You can program additional questions alongside the core tracker, including routing and validation. Additional questions can increase survey length and affect the quote.
Brand tracking
Brand tracking software that makes every wave easier.
New waves bring new questions, programming changes and another round of reporting. Keep your core tracker, add questions for the next campaign or category issue and bring the waves together in the MX8 Labs Research Platform.
Keep the core measures, reports and coding frames
Keep the core and add the custom questions
Add questions for a new campaign or category issue alongside your regular brand measures, with custom routing and validation.
Add the next wave to existing reports
Keep the surveys in one project and add new waves to the multi-wave reports you already use. Choose clear labels and compare waves through rows, columns and filters.
Use consistent coding across waves
Repeated open-ended questions in the same project automatically share a coding frame, so your comparisons use consistent categories.
Keep the client's reporting familiar
Reuse the agreed report definitions and export formats as the series grows, so each wave fits the client's established reports.
Reuse the reporting work from the last wave
Every wave means revisiting tables, aligning labels and checking comparisons before reporting to the client. Add the new survey to your existing multi-wave reports to bring the results into the same definitions and coding frames. Your researchers check AI-generated outputs and interpret what moved and which audiences changed.
Example report comparing responses by age. Use wave labels in this reporting view to compare tracker results over time.
Multi-wave reportingMoving an existing tracker
Start with the current questionnaire, sampling approach and reporting requirements. Map the measures you want to preserve, review the programmed survey and plan a bridge study where continuity matters.
Discuss your trackerBring the current definitions
Review the questionnaire, sample and quota specifications, weighting approach, report definitions, and historical data you are permitted to use. Keep proposed additions and removals separate from the measures supporting the historical trend.
Investigate continuity before combining waves
Bridge with comparable audiences, quotas, fieldwork periods and overlapping questions. Differences in wording, mode, sample or weighting can change results; document the comparison before joining the series. A bridge study cannot guarantee that every measure remains comparable.
Choose the measures for your brand tracker
Brand awareness survey
Track unaided recall and aided recognition separately, using consistent questions across waves.
Brand perception survey
Compare category-relevant attributes associated with your brand and competitors, including differences by segment.
Brand health tracking
Follow awareness, consideration, preference and usage over time. Keep audience definitions and core questions consistent when investigating movement.
For campaign-specific exposure comparisons, use brand lift. Wunderkind's case study describes its broader research program growing from two annual anchor reports to 24+ surveys by August 2025.
Common questions
Do we need to rebuild the reports each wave?
No. Add the new survey to existing multi-wave reports within the same project. Reports refresh with the selected surveys included, and you can use wave labels as rows, columns or filters.
Can we move an existing tracker?
Yes. Review the questionnaire, sample and reporting definitions before moving. A bridge study can help investigate the effect of the change; continuity needs to be assessed for your study.
What should a brand tracker measure?
Keep a consistent core of unaided and aided awareness, consideration, preference, usage, and relevant brand associations. Review additional questions and changes for their effect on those core measures.
How often should we track?
Choose a cadence around the decision, category, recruitment feasibility and budget. Plan enough respondents for each comparison, then price the full year of waves. More frequent waves can mean more sample and a higher annual cost, even when production takes less time.
How is a migrated tracker priced?
Quotes depend on survey length and respondent count, with no per-seat or feature fees. Include bridge-wave sample and the sample required for recurring waves; data ingestion carries additional fees where used. Agree the scope and quote before fielding.
Plan your next tracker wave.
Choose the measures, sample and schedule your team needs.