You have 14 brand planning decisions to make this year.
How many will you answer with data?
The Brand Plan Compass is a framework by Vase.ai that maps every brand planning decision to the research that answers it. Built for CMOs, Brand Managers, Planners, and Agency Teams across SEA.
🎁 First project comes with +100 free responses on your sample size
Why brand planning is Hard
Brand planning isn't hard because you lack ideas. It's hard because you face 14 high-stakes decisions in a row, and most of them get made on gut feel because nobody had time to research them properly.
The reality
You're deciding positioning, pricing, segments, pack, creative, and channel mix, often without consumer evidence behind any of it. The plan ships. Then in Q2 you're explaining to the CEO why a bet didn't land.
The outcome
Every one of those 14 decisions can be answered with the right research study. The Brand Plan Compass maps each decision to the study that answers it, so you ship a plan built on evidence, not opinion.
THE BRAND PLAN COMPASS BY VASE.AI
Four quadrants. Fourteen decisions.
Pick the quadrant that's on your desk right now.
The 14 brand planning decisions, mapped to the research that answers them.
Tick the ones that are on your plate. We'll start the conversation there. Brand planning runs in four phases, in order. Diagnosis, then strategy, then execution, then post-launch.
🔍
Diagnosis
Know where your brand actually stands before you plan a single move.
4 questions
01
Where does my brand actually stand against my competitors right now?
Answered by
Brand Health Tracker
02
Who's actually buying my brand, how and on what occasions do they really use it, and who's slipping away?
Answered by
Buyer Profile + Usage & Attitudes
03
What's holding back the non-buyer from buying my brand?
Answered by
Barriers to Purchase / Non-Buyer Study
04
Why are consumers switching away from my brand, and how do I win them back?
Answered by
Switching Drivers Study
🎯
Strategy
Decide what to bet on for 2026 and 2027 with real consumer evidence.
3 questions
05
What positioning will land, and does my sub-brand build the master brand or eat it?
Answered by
Positioning Concept Test + Portfolio Halo
06
Which segment, market or channel should I bet my budget on, and how big is that opportunity really?
Answered by
Segmentation + Opportunity Sizing
07
Can I raise my price without losing the buyer, or do I need to fight on price?
Answered by
Pricing Sensitivity Study
⚡
Execution
Test your concepts, creative, and pack before you commit budget.
5 questions
08
Which festive promo mechanic will actually drive sales this Raya, CNY, or Deepavali?
Answered by
Promo Mechanic Test
09
Will this new product or SKU land before I commit launch budget?
Answered by
Concept Test
10
Will my new pack design beat what's already on shelf?
Answered by
Pack Design Test
11
Which campaign idea should I back before we spend big on production?
Answered by
Campaign Pre-test
12
Where is my buyer spending time, and where are they actually buying now?
Answered by
Media Consumption + Path to Purchase
📊
Post-Launch
Measure what worked so next year's plan stands on evidence, not opinion.
2 questions
13
Did my campaign actually move awareness, consideration, or sales?
Answered by
Brand Lift Study
14
What worked, what flopped, and what do I cut or double down on next year?
Answered by
Campaign Effectiveness Study
Every study on the Compass also gives you a number you can quote in your deck, your pitch and your PR
The 14 decisions, mapped to the research that answers them.
Tick the ones that are on your plate. We'll start the conversation there. Brand planning runs in four phases, in order. Diagnosis, then strategy, then execution, then post-launch.
🔍
Diagnosis
Know where your brand actually stands before you plan a single move.
4 questions
01
Where does my brand actually stand against my competitors right now?
Answered by
Brand Health Tracker
02
Who's actually buying my brand right now, and who's slipping away?
Answered by
Buyer Profile + Category Penetration
03
What's holding back the non-buyer from buying my brand?
Answered by
Barriers to Purchase / Non-Buyer Study
04
Why are consumers switching away from my brand, and how do I win them back?
Answered by
Switching Drivers Study
🎯
Strategy
Decide what to bet on for 2026 and 2027 with real consumer evidence.
3 questions
05
What positioning will actually land with the buyer I'm trying to win?
Answered by
Positioning Concept Test
06
Which consumer segment should I bet my 2026 budget on?
Answered by
Segmentation + Sizing Study
07
Can I raise my price without losing the buyer, or do I need to fight on price?
Answered by
Pricing Sensitivity Study
⚡
Execution
Test your concepts, creative, and pack before you commit budget.
5 questions
08
Which festive promo mechanic will actually drive sales this Raya, CNY, or Deepavali?
Answered by
Promo Mechanic Test
09
Will this new product or SKU land before I commit launch budget?
Answered by
Concept Test
10
Will my new pack design beat what's already on shelf?
Answered by
Pack Design Test
11
Which campaign idea should I back before we spend big on production?
Answered by
Campaign Pre-test
12
Is my brand actually showing up where my buyer is spending time?
Answered by
Media Consumption Study
📊
Post-Launch
Measure what worked so next year's plan stands on evidence, not opinion.
2 questions
13
Did my campaign actually move awareness, consideration, or sales?
Answered by
Brand Lift Study
14
What worked, what flopped, and what do I cut or double down on next year?
Answered by
Campaign Effectiveness Study
Found the decisions you need to answer?
Book a Brand Plan Compass. You'll walk away with:
1
A clear view of which of the 14 decisions matter most for your 2026 plan
2
The right research study mapped to each one
3
A realistic timeline and budget, so you know what's feasible before you scope internally
🎁 First project comes with +100 free responses on your sample size
The brand teams making these decisions trust us to run the research
“I have been using Vase.ai for six years across more than twenty studies. It’s convenient, not complicated, and the team is always there when my team has questions.”
Eunice Kow
Head of Marketing, Suntory Beverage & Food Health Enrichment
"Conducting online research via Vase.ai helps when a deadline is tight because the turnaround is fast and we were able to see live data throughout the collection period."
Chit Quah
Managing Director of SPIN Communications
"Vase.ai isn’t just a platform, there is actually a team of researchers who will work with us and guide us in the right direction on getting the questionnaire designed.”
Hui Yee Teh
Head of Marketing of ALLEXCEL TRADING SDN. BHD.
“The Vase.ai team’s understanding of Carsome's business challenges helped shape an impactful and insightful research study.”
Janice Chin
Former Regional Director for Marketing & Product
WHAT YOU GET WITH VASE.AI
3.6M
Verified respondents
6
SEA markets covered
24h
Responses delivered
250+
Brands served
“I have been using Vase.ai for six years across more than twenty studies. It’s convenient, not complicated, and the team is always there when my team has questions.”
Eunice Kow
Head of Marketing, Suntory Beverage & Food Health Enrichment
"Conducting online research via Vase.ai helps when a deadline is tight because the turnaround is fast and we were able to see live data throughout the collection period."
Chit Quah
Managing Director of SPIN Communications
"Vase.ai isn’t just a platform, there is actually a team of researchers who will work with us and guide us in the right direction on getting the questionnaire designed.”
Hui Yee Teh
Head of Marketing of ALLEXCEL TRADING SDN. BHD.
“The Vase.ai team’s understanding of Carsome's business challenges helped shape an impactful and insightful research study.”
Janice Chin
Former Regional Director for Marketing & Product
WHAT YOU GET WITH VASE.AI
3.6M
Verified respondents
6
SEA markets covered
24h
Responses delivered
250+
Brands served
How it works
From decision to data in three steps.
1
Find your core brand planning questions
Pick the brand planning question on your desk this quarter. There are 14 above. One of them is probably yours.
2
Book a Brand Plan Compass Call
We map your decision to the right study, scope sample size, turnaround, and confirm what you'll learn. You get genuine value from the call whether you work with us or not. Worst case, you leave with a sharper plan and a clearer view of what's worth researching.
3
Run the study (with +100 free responses on us)
Fieldwork starts within 3 working days. You get results, not raw data dumps.
Common questions
Questions brand teams ask.
Pricing, timelines, scope, and how we compare to the names you already know.
What if I'm not sure which of the 14 decisions applies to me?
That's exactly what the Brand Plan Compass Call is for. You don't need to come in with a decision already locked. Most people book the call with 2 or 3 things on their mind and we help narrow it down to the one that will move the needle most this quarter. Book the call and bring the business problem, not the research brief.
How much does a study cost?
Projects start from RM 5,000. Most brand planning studies land between RM 15,000 and RM 30,000 depending on sample size and audience complexity. We'll give you a real number on the Brand Plan Compass Call, not a range.
How long does a study take?
Brief to insight in under 24 hours for smaller sample sizes. Most studies run 3 to 10 days. We'll tell you the realistic timeline on the call.
How does the +100 free responses work?
On your first project with us, we add 100 responses to your agreed sample size at no extra cost. If your study calls for n=300, you get n=400. Same panel, same quality, no additional charge. The offer applies automatically when you book through this page.
Q3 brand planning is being signed off in the next 8 weeks. If you're going to research a decision, the window to scope it is now.
Book a Brand plan Compass Call
The brand teams who get planning right don't just build better plans. They walk in with evidence behind every bet.
Book a Brand Plan Compass Call. Bring the decision you're trying to make. We map it to the right study, confirm what's realistic, and you decide if it's a fit. First project comes with +100 free responses on your sample size.
Not ready to call? Browse the 14 decisions above and come back when you're facing one.
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