We want to embark on a programme of brand tracking in both the UK and selected overseas markets, for us to better understand awareness of, attitudes to and engagement with the V&A. We want to be able to monitor trends over time, impact of specific initiatives and build a strong discipline of audience understanding across the organisation.
In summary, the programme should drive the following three outcomes:
1. Evaluate: Monitor brand health trends over time and assess performance of existing audience targeted activities.
2. Inform: annual strategy planning and budgeting.
3. Educate and engage: Bring the whole organisation closer to our audiences through easy to communicate insight and progress metrics.