Measuring Brand Health at Scale: A National Usage and Awareness Tracker in Botswana

A nationally representative brand health tracker with sub-group analysis by gender, age cohort, and socio-economic status. Dual-mode design to balance coverage and cost across a geographically dispersed market.

Markets

Botswana

Methods

CAPICAWIStratified Probability SamplingPPS

Methodological Approach

Stratified probability sample from district-level population data. PPS methodology with urban-rural stratification ensuring minimum rural quotas.

Challenge Solved

Achieving national representation in a geographically dispersed, low-density country without collapsing rural diversity into a single stratum.

Outcome

Nationally representative brand health baselines with sufficient depth for four simultaneous demographic sub-group analyses.

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