Our Advocacy Tracker tool provides drinks businesses with key equity measures on either a specific brand or portfolio, based on a sample of bartender opinions. The approach is applied across pre-agreed segments of bar professionals (from casual to professional to ‘leading lights’) and across selected city locations and markets, delivering an important read on a brand’s status that will precede consumer tracking study data. The bartending community influences and therefore leads consumer opinion, so this approach provides both a brand equity ‘early warning system’ as well as an important read on trade engagement levels.
We curate the sample of bartenders by hand selecting them from our international network according to the demands of the brief and the brands being measured. The size and scope of each survey is flexible and tailored to each client need. Questioning is structured around Barfly’s five equity pillars – Affinity, Behaviour, Comprehension, Vitality and Advocacy. These metrics can be applied and repeated across a range of brands to create an Equity Score allowing cross-brand, at-a-glance comparison.