Brand Research: Pre-test Your Tracking Study

Has quality food. That was an attribute I once found in a tracking study for a major fast food brand. It sounds like an important brand attribute, but what does it mean? The answer: It depends. High quality food could mean it looks appetizing. Or that it’s tasty. Or that it’s served hot. Or that the fast food chain uses a top shelf brand name like Kobe beef in its burgers. Here’s my point: If...