A multi-brand health read paired with a concept and claims test, so you know what the portfolio stands for and which claims will land before you spend.
Fielded with category consumers across a multi-brand portfolio. Modeled on the tracking and concept-testing work Gather runs for CPG and consumer clients like Bagel Brands and Gregory's Coffee.
Consumers borrow and lend equity across sibling brands. A gain or a stumble on one moved perception of the others, which a single-brand study cannot see.
The best-performing claims were the ones consumers found credible and specific. Aspirational language tested worse than plain, provable statements.
Two of the tested concepts split the audience sharply. Reading that split before launch is the difference between a hit and a costly miss.
Preference moved across the wave. Continuous tracking beats an annual brand study that is stale the day it ships.
A meaningful share of consumers connected the portfolio's brands and let their read of one influence the others. Equity moved across the family, not just within a brand.
This is invisible to a single-brand study. A portfolio tracker shows where a strong brand can lift a weaker sibling, and where a stumble puts the others at risk.
The claims that moved purchase intent were concrete and credible. The aspirational lifestyle claim, often the instinctive creative favorite, tested weakest.
Testing claims against the real audience before spend replaces the loudest opinion in the room with evidence, and points creative at the message that actually converts.
One concept drew broad, safe appeal. The other split the audience nearly in half, loved by one segment and rejected by another.
A polarizing concept is not automatically wrong, but launching one unknowingly is expensive. Reading the split in advance lets the team choose the bet with eyes open.
Tracked across the wave, preference for the flagship softened while competitive consideration rose. The category did not sit still.
An annual study would have missed the move entirely. Continuous tracking catches the shift while there is still time to respond to it.
Verbatim quotes are the evidence beneath every number. These are illustrative, in the style Gather captures on close.
I didn't even realize they were the same company until I saw them side by side. Then it changed how I felt about both.
Just tell me plainly what it is. The dreamy lifestyle stuff makes me trust it less, not more.
I loved that new idea. My friend thought it was ridiculous. We're both your customers.
I've been loyal for years, but a competitor caught my eye this month. That's new.
Top claim's purchase-intent lift, by consumer segment
Illustrative lift for the best-performing claim.
Run brand health across all brands together so you can see equity move between siblings and manage the family, not five separate lines.
Put candidate claims in front of the real audience first. Fund the specific, believable message, not the loudest aspirational one in the room.
Monadic-test concepts to surface polarizing bets in advance, so the team chooses its risks deliberately rather than discovering them in market.
Replace the annual brand study with wave-on-wave tracking so shifts in preference and competitive consideration are caught while they can still be acted on.
Portfolio Brand Health and Claims Test 2026 covers a multi-brand health read paired with a concept and claims test, so you know what the portfolio stands for and which claims will land before you spend. It includes an executive summary, methodology, key findings with supporting data, verbatim buyer quotes, a segment breakdown, and recommendations.
This is an illustrative sample report that demonstrates the format and depth of a Gather deliverable. The figures are illustrative and the subject is an anonymized persona. Gather produces reports in this format from real AI-moderated interview data for each client.
Gather runs AI-moderated conversational interviews at survey scale, recruits the audience from verified panels, analyzes responses on close, and turns the study into a branded report and the campaign-ready assets that come out of it, typically in days rather than a quarter.
This is the format Gather produces for CPG and consumer teams: a portfolio brand-health tracker plus concept and claims testing, turned into ad and packaging creative.