Brand Tracking ROI in the Caribbean: How Research Drives 23% Higher Market Share
A Trinidad FMCG brand was losing ground to competitors. Quarterly brand tracking across 1,200 respondents per wave uncovered hidden awareness gaps, price perception issues, and distribution blind spots — delivering 23% market share recovery and 2.3x ROI in 18 months.
23%
Market Share Recovery
2.3x
ROI on Research
1,200
Respondents Per Wave
18 mo
Time to Results
Executive Summary
A leading FMCG brand in Trinidad & Tobago had experienced three consecutive quarters of market share decline, dropping from 34% to 26% in its core category. Management suspected competitive pricing pressure but lacked data to validate assumptions or guide corrective action. HRG designed and implemented a quarterly brand tracking program across 1,200 respondents per wave, measuring 22 brand health indicators. Within six waves, the data revealed three critical issues the client had not identified: an awareness gap among 18-34 consumers, a price-value perception disconnect, and significant distribution gaps in high-growth suburban areas. Acting on these insights, the brand recovered to 32% market share within 18 months, generating a 2.3x return on their research investment.
The Challenge
An established FMCG brand in Trinidad was losing market share for three consecutive quarters — from 34% down to 26% — with no clear diagnosis of the root cause.
- ●Market share had declined 8 percentage points over 9 months with no sign of stabilization
- ●Management attributed losses to competitor price cuts, but had no consumer data to validate this assumption
- ●Advertising spend had increased 15% with no measurable impact on brand metrics
- ●No systematic brand health measurement existed — decisions were based on sales data and anecdotal feedback
Research Approach
Methodology
- • Quarterly brand tracking waves (Q1-Q6)
- • 1,200 respondents per wave, nationally representative
- • CATI and face-to-face intercept methodology
- • 22 brand health KPIs tracked consistently
- • Competitive benchmarking against 4 key rivals
Metrics Tracked
- • Unaided & aided brand awareness
- • Brand consideration & preference
- • Purchase intent & frequency
- • Price-value perception scoring
- • Advertising recall & attribution
- • NPS & brand recommendation
Key Findings
Finding 1: Awareness Gap Among Young Consumers
While overall aided awareness was 78%, awareness among 18-34 year-olds was just 52% vs. the lead competitor's 81%. The brand was essentially invisible to the fastest-growing consumer segment in Trinidad.
Client (18-34)
52%
Competitor (18-34)
81%
Finding 2: Price Perception Disconnect
Despite being priced 8% below the category leader, 63% of consumers perceived the brand as “more expensive.” The competitor's value messaging had successfully repositioned price perceptions regardless of actual shelf pricing.
Actual Price Difference
8% Lower
Perceived as More Expensive
63%
Finding 3: Distribution Blind Spots
Brand tracking data cross-referenced with distribution audits revealed the brand had 72% weighted distribution in traditional urban outlets but only 34% in rapidly growing suburban supermarkets and convenience chains — precisely where the 18-34 demographic shopped most frequently.
Results & ROI
Awareness (18-34)
+22 points
Consideration
+18 points
Purchase Intent
+18 points
Market share recovered from 26% to 32% within 18 months — a 23% recovery. Total research investment of $95,000 generated an estimated $218,500 in incremental margin, delivering 2.3x ROI.
Implementation Timeline
Baseline & Discovery
First two tracking waves established baseline metrics, identified the three critical findings, and benchmarked against competitors.
Strategy Redesign
Client redirected 30% of ad spend to digital/social targeting 18-34 segment. Launched value-messaging campaign addressing price perception.
Distribution Expansion
Secured listings in 28 suburban supermarkets and 45 convenience stores. Wave 4-5 tracking confirmed awareness lift and distribution gains.
Compounding Results
Full impact of integrated changes visible. Market share recovery to 32%, with continued upward trajectory in brand consideration.
Lessons Learned
Sales Data Alone Is Insufficient
Sales data showed the decline but could not diagnose it. Brand tracking revealed the “why” behind the numbers — awareness gaps, perception issues, and distribution misalignment that sales figures could never surface.
Consistency Compounds Value
The true power of brand tracking emerged by Wave 3 when trend data became actionable. Quarterly consistency allowed the team to measure the impact of each intervention and course-correct in near real-time.
Perception Beats Reality
Being 8% cheaper meant nothing when 63% of consumers perceived the brand as more expensive. Price perception research is essential — actual pricing strategy must be complemented by value communication.
Distribution Follows Consumers
The brand's distribution network reflected historical purchasing patterns, not current ones. Cross-referencing tracking data with distribution audits revealed blind spots that were invisible from sales reports alone.
Frequently Asked Questions
What ROI can brand tracking deliver in the Caribbean?
In our Trinidad case study, quarterly brand tracking delivered a 2.3x return on research investment over 18 months. The FMCG client recovered 23% market share by acting on insights around awareness gaps, price perception issues, and distribution blind spots identified through systematic brand health monitoring across 1,200 respondents per wave.
How many respondents are needed for brand tracking in the Caribbean?
For statistically robust brand tracking in Caribbean markets, we recommend 800-1,200 respondents per wave depending on market size and the number of brand metrics being tracked. In Trinidad & Tobago (population 1.4M), 1,200 respondents per quarterly wave provided ±2.8% margin of error at 95% confidence, sufficient for detecting meaningful shifts in awareness, consideration, and purchase intent.
How often should brand tracking be conducted in Caribbean markets?
Quarterly tracking is the gold standard for Caribbean FMCG brands, balancing cost efficiency with actionable frequency. Monthly tracking is recommended during product launches or major campaigns. Semi-annual tracking suits smaller brands or stable categories. The key is consistency — brand tracking value compounds over time as trend data accumulates.
What brand health metrics should Caribbean companies track?
Essential brand health metrics for Caribbean markets include: unaided and aided brand awareness, brand consideration and preference, purchase intent and frequency, brand attribute associations, Net Promoter Score (NPS), price-value perception, advertising recall and effectiveness, and competitive brand switching patterns. HRG customizes tracking frameworks to each client's strategic priorities.
How much does brand tracking cost in the Caribbean?
Caribbean brand tracking programs typically range from $15,000-$35,000 USD per wave depending on sample size, number of markets, and questionnaire complexity. Annual programs (4 quarterly waves) generally cost $50,000-$120,000 USD. HRG offers competitive pricing through established local field networks and panel infrastructure across 30+ Caribbean territories.
Related Case Studies
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