The Consumer Lifecycle brand tracking service sets out to measure the European performance of brands based on how many consumers are at each of the five main stages of the orientation and purchasing process: know, want, try, buy and love.

In addition, the tool uses a ‘Brand Love index’ to benchmark the percentage of buyers who really love a brand. For brands, this is key performance indicator, says Panelteam managing director Peter-Paul Laumans (pictured).

Brand lovers buy their favourite brands more often, they don’t switch to competitors and they create new customers – so an increase in measured brand love should lead to more revenue and an improvement in profitability, he says.