10 top survey-based B2B brand tracking tools
The definitive list of survey-based brand trackers for B2B companies.
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There are a few different ways to track your brand. Some companies use passive methods: looking at search trends, social listening, or web analytics to see how often the brand shows up in conversations. Others look at indirect signals like market share or how much pipeline they’re pulling in.
But the most direct way is survey-based: asking the exact people you sell to how they see you, what they associate with your name, and whether you’re making it onto their shortlist.
In markets where everyone sounds identical, being the known and trusted choice is the ultimate ROI, and surveys tell you if you’re there yet.
They give you clear, trackable data on awareness, consideration, preference, and trust, straight from the buyers that matter.
Here are ten leading survey-based brand tracking tools that help B2B companies measure what matters: how their target buyers actually see them.
Wynter built its self-serve platform specifically for B2B marketers who need rapid feedback from verified professionals. They have a network of 70,000+ business decision-makers, each verified manually through LinkedIn and corporate email addresses. Their large pool ensures you can find your exact target customers for any B2B product.
Analytics depth: Wynter gives you answers in 12-48 hours, straight into a clean dashboard. It tracks the metrics that decide if you ever make it onto a buyer’s shortlist. You see if prospects name you without prompting (unaided awareness), if they recognize you when shown your brand (aided awareness), whether they would actually consider you (preference), if they connect you with the qualities you want to own (perception), and how quickly you come to mind when they start looking for a solution (mental availability).
Tracking frequency: Track progress with regular surveys every 3, 6 or 12 months.
Known for: Lightning-fast B2B feedback. Wynter typically delivers full results in 1-2 days, making it ideal for testing messages or measuring brand shifts after campaigns.
Pricing: Annual subscriptions start at $10,000.
Why teams choose Wynter:
Qualtrics operates as the Swiss Army knife of enterprise research, offering comprehensive brand tracking capabilities alongside its broader experience management suite. The platform connects to third-party panels rather than using its own respondents.
Analytics depth: Qualtrics provides “industrial-strength” analytics including real-time dashboards, customizable to each stakeholder, letting you track awareness, preference, perception, and NPS over time, with built-in significance testing and driver analysis to show what’s moving the needle. Because it’s part of the wider XM ecosystem, you can link brand health to other business outcomes, such as revenue growth, pipeline velocity, or customer satisfaction.
Tracking frequency: The platform supports any cadence from continuous daily tracking to annual studies. Most B2B companies opt for quarterly waves with interim pulse surveys as needed.
Known for: Being the enterprise standard for complex, multi-country brand tracking programs. Qualtrics excels when companies need to connect brand health to other business metrics.
Pricing: Custom enterprise pricing. Panel costs add to platform fees.
Why teams choose Qualtrics:
SurveyMonkey took its well-known survey tool and built a dedicated brand tracking solution. Through its own panel, you can reach 144 million people in 130 countries.
Analytics depth: Automated dashboards show brand metrics like awareness, preference, and NPS over time with built-in statistical significance detection. The interface emphasizes accessibility, so marketers can filter results, run crosstabs, and spot trends without needing research training.
Tracking frequency: While manual launch is required for each wave, the platform's speed enables flexible scheduling. Companies typically run quarterly trackers but can easily add quick pulse surveys.
Known for: Making brand tracking accessible to teams without dedicated researchers. SurveyMonkey is easy to use and requires no training.
Pricing: Team plans start at $25/user/month, but panel responses cost extra. Basic consumer responses begin around $1 each, with B2B audiences costing more.
Why teams choose SurveyMonkey:
Attest positions itself as the quality-focused alternative, triple-validating every response through AI and human checks. The platform offers expert support at no extra cost, guiding companies through survey design.
Analytics depth: Results appear in presentation-ready dashboards with automatic significance testing. They track the core brand health metrics: unaided and aided awareness, logo recognition, purchase intent, NPS, and brand perception. It also lets you benchmark against competitors, track results across markets, and monitor trends over time. They have the option to add qualitative context to explain shifts.
Tracking frequency: Attest enables "always-on" tracking with results typically arriving within 1-2 days. Most users run quarterly studies, though monthly or continuous collection remains feasible.
Known for: Combining high data quality with user-friendly design. Attest's flat per-response pricing simplifies budgeting.
Pricing: Starts at $0.50 per response for volumes up to 50,000. Annual plans available with platform access included.
Why teams choose Attest:
NewtonX specializes in reaching B2B audiences through AI-powered search across 1.1 billion professionals. Every respondent gets verified through multiple methods.
Analytics depth: NewtonX doesn’t offer a self-serve dashboard but they do deliver tailored reports built for strategy. Each tracker includes statistical modeling, competitor benchmarks, and segmentation, paired with expert interpretation to explain what’s driving shifts. For faster reads, their NewtonX Hub distills raw survey data into clear insights and trend lines, making it easy for teams to connect brand health changes to business outcomes.
Tracking frequency: Most companies run annual or semi-annual studies given the intensive approach, though quarterly waves remain possible. Each wave requires fresh recruitment.
Known for: Finding and verifying ultra-niche B2B respondents ranging rom Fortune 500 executives to specialized engineers.
Pricing: Project-based with $5,000 minimums. Specialized respondents cost around $165 each for 10-minute surveys.
Why teams choose NewtonX:
Kantar is one of the biggest names in brand research, with decades of experience and global reach. Its brand tracking solution combines their in-house models like BrandDynamics with access to panels in 100+ markets.
Analytics depth: Comprehensive brand health measurement including equity indices, diagnostic tools, and normative benchmarks. Dashboards come with expert interpretation and strategic guidance.
Tracking frequency: Supports everything from continuous daily interviewing to annual studies. Large brands often track continuously while B2B companies typically choose quarterly or annual waves.
Known for: Being the authoritative voice in brand measurement. Kantar's brand equity rankings carry weight in boardrooms.
Pricing: Premium custom pricing on request, reflecting enterprise focus.
Why teams choose Kantar:
Tracksuit offers always-on, affordable brand tracking designed specifically for marketers. The platform delivers dashboards focused on brand funnel health, category insights, and proving marketing ROI.
Analytics depth: The dashboard shows funnel metrics from awareness through preference, direct competitor comparisons, word-association visuals for brand imagery, and trend timelines. AI-powered "Coach's Notes" automatically highlight the most meaningful changes in your data.
Tracking frequency: Data updates monthly with a 3-month rolling average, providing continuous always-on tracking that reveals how funnel metrics shift over time and respond to campaigns.
Known for: Making professional brand tracking accessible to growth-stage companies through marketer-friendly dashboards and transparent pricing.
Pricing: Starts at $19,500 per year for tracking in one category (your brand plus 5 competitors, 4,000+ respondents per wave). Simple add-ons available for extra metrics or competitors.
Why teams choose Tracksuit:
Quantilope brings AI-powered automation to brand tracking, supporting advanced methodologies like Category Entry Points, Mental Availability, implicit association testing, and MaxDiff, all through a responsive platform.
Analytics depth: Real-time dashboards include automated significance testing, trend curves, and guidance from Quinn, the platform's AI assistant. The system delivers sophisticated insights tied to consumer mental metrics without requiring manual analysis.
Tracking frequency: Brand tracking runs in real-time with on-demand wave launches and continuous monitoring. The system adapts as tracking needs evolve over time.
Known for: Making advanced research methods accessible through automation. Teams get sophisticated analytics without needing research expertise.
Pricing: Not publicly disclosed, available on request.
Why teams choose Quantilope:
Ipsos operates as a global research leader across 90+ markets, their brand health tracking combines scientific rigor, behavioral science, and contextual insight to understand how brands perform in real life.
Analytics depth: Ipsos delivers multi-dimensional tracking through validated models including Brand Value Creator (linking desire to market effects), Brand Mental Networks (mapping how brands exist in memory), and Brand Signals (fusing social listening with surveys). Insights come through dashboards, reports, and monitoring tools built for strategic clarity.
Tracking frequency: Supports fully ongoing and agile tracking with real-time insights via Brand Activation Tracking. Continuous tracking includes alerts and dashboards for quarterly or ad hoc pulses.
Known for: Science-backed frameworks that give credibility in boardrooms. Ipsos combines longitudinal surveys with social and behavioral signals for complete brand understanding.
Pricing: Custom quoted based on scope, markets, frequency, and depth.
Why teams choose Ipsos:
Latana pioneered mobile-first brand tracking, reaching 4 billion potential respondents through smartphone apps rather than traditional panels. It’s strong at audience segmentation and works well when your buyers look more like consumers, such as broad SMB or prosumer markets. For niche B2B decision makers, you will need to verify targeting carefully.
Analytics depth: Monthly dashboards emphasize audience segmentation, showing how brand perception varies across hyper-specific groups. Statistical modeling helps estimate metrics even for hard-to-survey segments.
Tracking frequency: Continuous monthly tracking comes standard, with data collection happening constantly in the background. Special studies can supplement regular tracking.
Known for: Reaching audiences that traditional panels miss through mobile app partnerships. Strong at dissecting brand performance by detailed segments.
Pricing: Quote-based depending on markets and competitors tracked.
Why teams choose Latana:
Remember that not all brand tracking tools work well for B2B companies. Common pitfalls include:
Making the right choice requires matching your needs to platform strengths:
Match scale to maturity: Startups need agile tools. Enterprises need global capabilities.
Check audience sourcing: Can they actually reach your buyers (CFOs, developers, IT directors)?
Look at flexibility: Can you customize metrics for B2B buying journeys?
Assess reporting cadence: Does the tool support your needed frequency?
Test usability: Complex platforms often go unused. Choose tools your team will actually use.
Consider cost versus insight: The most expensive option isn't always best.
Integration needs: Ensure dashboards connect to your existing analytics stack if needed, or that their own dashboard is easy to interpret.
Speed to value: Can you get insights this quarter or only after lengthy setup?
Audience quality: This matters most. Without verified, relevant respondents, even the best analytics mean nothing.
Read reviews: Don’t forget to check out a few user reviews as well.
It’s a tough decision so take your time to analyze the tools before making a brand tracking purchase.
Wynter Brand Tracking is right for you when you need to know if your buyers recognize you, how you stack up against competitors, and whether your brand is getting stronger.
Unlike generic trackers, Wynter surveys only your verified ICP (real decision-makers) giving you repeatable reads to track change, prove marketing impact, and show leadership the brand is working.
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