As Jenni Romaniuk of the Ehrenberg-Bass Institute puts it: most BHTs are "bloated, expensive, and filled with vanity metrics that don't provide a clear path to sustainable growth."
Brand perception can shift in weeks. A quarterly tracker that arrives 8 weeks after fieldwork is not a health monitor — it's an autopsy report.
"Do you know this brand?" is the wrong question. The right question is "Does this brand come to mind when you need this product?" — and traditional trackers never ask it.
Most tracking studies use anonymous online panels with no identity verification. For tracking that informs budget allocation, the data must be real. Muhimma's community is identity-verified.
Many brands skip tracking entirely because bespoke studies are too expensive. A brand that doesn't track doesn't learn — and that gap compounds over time against better-resourced competitors.
This guiding principle from Jenni Romaniuk corrects the three core flaws of conventional tracking. It ensures the study captures the full competitive landscape, focuses on the buyer segments that predict growth, and interprets results in the context of brand size — preventing misreading of data as either crisis or complacency.
Both BHT variants cover the same eight information areas — structured in three research phases — because growth is never the result of one metric in isolation.
Before measuring anything, we map the complete universe of Category Entry Points for your market. Through 30 in-depth online interviews, we uncover every situation, need, and moment that triggers a purchase — using the 7Ws framework.
CEP quantification, purchase & usage behaviors — penetration, frequency, and brand repertoire tracking.
Measures MMS, MPen, Network Size, Share of Mind, and Mental Advantage Analysis — the metrics with a proven, causal link to market share.
Measures Presence, Prominence, and Portfolio in both physical retail and digital channels — including findability, visibility, and purchase convenience.
Measures Fame and Uniqueness of your and your competitor brands' sensory assets — logo, colour scheme, packaging, visual elements — and plots them on the diagnostic Fame vs. Uniqueness grid.
Measures campaign reach, brand attribute associations vs. competitor brands, and whether communications are building the right memory structures or inadvertently building a competitor's.
Brand equity, funnels, maps, cross usership, etc.
KPI recommendations based on study findings — connecting every module's output to prioritised actions for sustained brand growth.
Talk to us about how our findings are structured, what the dashboard covers, and how insights translate into marketing actions. No commitment required.
A brand cannot build strong memory structures if it's not noticed and correctly identified first. Muhimma's DBA module tests every key sensory asset — logo, colour scheme, packaging, visual elements — in a context that includes competitor assets.
Each asset is measured for Fame (% of category buyers who link it to your brand) and Uniqueness (% who link it only to your brand). Results are plotted on the diagnostic grid to give actionable guidance: amplify, protect, fix, or retire.
Both variants cover the same six information areas. The difference is in how the study is designed, who it's built for, and what it costs.
A fully bespoke tracking study designed from the ground up for your brand. Every CEP is uncovered through your own qualitative fieldwork. Every competitor on the questionnaire is relevant to your market. Every metric is benchmarked against your specific category.
No commitment · 30-min call · Proposal within 2 business days
The syndicated BHT runs the same rigorous study across multiple brands in the same category — sharing the cost of fieldwork while each brand receives its own proprietary analysis and reporting. Same methodology, same sample quality, fraction of the investment.
No commitment · 30-min call · Next wave dates shared on request
A live, online dashboard covering all BHT modules. Filter by consumer segment (buyers vs. non-buyers), toggle between Mental Availability, Physical Availability, and DBA views. Your team can explore the data at any time, not just at wave delivery.
Following each wave of research, a full integrated analysis report is delivered — with deep-dive chapters on each module, CEP growth opportunities, competitive landscape review, and social listening analysis aligned to the mental availability findings.
A collaborative session following each wave to discuss implications and translate findings into concrete marketing actions. Not just data delivery — a structured conversation about what to do next and how to allocate the budget with confidence.
Both BHT variants are grounded in the Ehrenberg-Bass Institute framework and powered by 400,000 identity-verified community members across KSA and UAE. Tell us about your brand and we'll recommend the right approach.
No commitment · 30-min call · Regional specialists · KSA & UAE