Tracksuit raises $5M to make brand tracking more accessible

Tracksuit, a New Zealand-based brand tracking startup, wants to take on traditional market research players by offering a more affordable, accessible brand insights tool.

“Market research and brand tracking has been around for a long time, and it usually consists of a consultant coming in on a quarterly or biannual basis with a 100-page slide deck and a lot of complex data that looks behind not forward,” Matt Herbert, co-founder and co-CEO of Tracksuit, told TechCrunch, noting that most market research services have been reserved for enterprise-level companies, leaving smaller and mid-sized companies with less access to such insights.

“With Tracksuit, we wanted to make an affordable, always-on, easy-to-use way of accessing these insights.”

Tracksuit launched in 2021 with an intuitive dashboard that tracks metrics like brand awareness, consideration, preference and usage, and measures them against a company’s competitive set. It’s a software-as-a-service product with a flat fee that Herbert says is 10x cheaper than the current standard.

Tracksuit’s tool now…