Basis Global

We surveyed 4,000 buyers across 18 categories to answer a question that should have been answered years ago: does brand actually work the same way in every category? It doesn't. The decision a snack buyer makes and the decision a car buyer makes are psychologically different events. One is habit. One is research. One happens before they ever start looking. The other can take months. And yet the big trackers measure both with the same framework. Same metrics. Same wave structure. Same model, scaled across every category from insurance to impulse buys. That's not best practice. It's a business model. We built One Size Fits None to make that case with data, not opinion. Five findings, 18 categories, and one uncomfortable conclusion: a tracker that wasn't built for your category isn't measuring your brand. It's measuring an assumption about it. We also redesigned how we build trackers as a result. The report is where that starts. Link in the comments.

If you run a brand tracker, here's an awkward one: was it ever actually built for your category, or just pointed at it? Most weren't. They start from a single framework and apply it everywhere, which holds up fine until you notice that what drives choice in your market looks nothing like the category next door. We surveyed 4,000 buyers across 18 categories, and the differences are bigger than most trackers would ever admit. One size fits none. The full report is live. Link in the comments.

Team Basis B2B is at B2B Ignite next week.   Tom Percival, Conor Wilcock, and Jacque Wallace are at stand 10 on 1st July. Come say hello, or come with a hard question about your brand tracker. Both are welcome.   Not there on the day? Take the brand tracker pressure test online and see how yours stacks up: https://hubs.la/Q04mqRzj0

We're #hiring a new Research Director (Quantitative) in London Area, United Kingdom. Apply today or share this post with your network.

We're #hiring a new Associate Director (Quantitative) in London Area, United Kingdom. Apply today or share this post with your network.

Gen Z buys from FMCG, fast food and finance brands every day. Less than 8% of their top brand conversations mention any of them. Buying from a brand and talking about a brand are two different things. One shows up in your sales data. The other decides whether you exist in the culture at all. Most categories are winning the first and losing the second without noticing. We mapped 50 million signals on which brands Gen Z actually talks about. https://hubs.la/Q04lxRgP0

The next phase of growth for Basis Health continues. We're delighted to welcome Kyle Haynes as Senior Research Director, adding even more depth to our healthcare research expertise as we continue to expand the team. Welcome to Basis, Kyle!

Conor Wilcock took his four-year-old shoe shopping recently. While he tried on shoes, Conor watched the other parents and noticed that every one of them was buying the same shoes for a different reason: school running club, a smarter pair for going out, or because their child's friends all had them.   Same store, same product, four different reasons to buy. That's a category entry point, and it's the thing most B2B brand trackers miss completely.   A typical tracker can tell a brand that awareness is up two points. What it can't tell is whether that brand comes to mind the moment a buyer needs it. The data is clear: every extra entry point a buyer links to a brand cuts their risk of defecting by about 5%. Salesforce maps 33 of them.   Awareness metrics alone don't explain buyer behaviour. Conor wrote about how to track what actually matters: https://hubs.la/Q04l1XP80

We're #hiring a new Client Lead in London Area, United Kingdom. Apply today or share this post with your network.