Market Research Tracking

Creative and cost-effective market research tracking for all sorts of business applications

Tracking research refers to market research studies that are repeated over time to track a set of KPIs or other metrics that reflect some sort of desired outcome or business success such as:

Brand Health Tracker

These usually measure the performance of a brand against its competitors in a specific category across a number of brand health metrics such as Awareness (brand I know), Trial (brand I’ve tried), Usage (brand I currently use) and Preference (my main brand).

The reason you would want to track these is to measure the impact of your marketing and communications dollars on the brand’s health over time and against your competitors.

Voice of Customer Tracker

Voice of Customer (VoC) usually refers to measuring the experience of customers across several touch points. Very relevant for service-based businesses such as banks and insurance companies but also for retail, hospitality, and entertainment. Typically, these involve a key set of metrics such as Satisfaction, Expectations, Advocacy and Value for Money.

Regular feedback from these services can be used to implement continuous quality control programs and provide a route for escalation when things go wrong. They are usually measured over time whether at a set point in time (e.g. once a quarter) or in real time based on touch points (e.g. following a call to a customer service centre or upon completion of a transaction).

Advertising Tracker

These usually measure the impact of an advertising campaign on several key metrics that lead to an increase in the propensity to purchase the product being advertised. These can be a simple pre and post measure if the campaign is a one off for a set period, or ongoing with dips (or tracks) through out the year to measure the impact of a campaign over a more sustained period.

They usually include measures of exposure (Reach) and frequency of exposure (Frequency) to the campaign, and who the advertising was for (brand linkage), but also the impact on consideration and propensity to purchase measures to show that the advertising is having its desired effect.

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Attitudinal Tracker

A great example of an attitudinal tracker is political polling. People’s attitudes to general concerns and voting intentions are measured on a regular basis (e.g. fortnightly) to see how the importance of specific issues are tracking in the minds of voters against their actual voting intentions. Voting intention (or polls as they are commonly referred to) are in themselves a form of tracking research.

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Behavioural Tracker

These can fall into several different areas – from a brand wanting to understand how shopping behavioural dynamics are changing in their industry as a result of online offerings (shopper research), to a government wanting to understand how its social messaging is impacting on the reduction of an undesirable behaviour such as smoking, speeding or eating less fat or sugar.

Again, these a measured over a series of rounds or dips timed to coincide with the end of periods of campaigning with intervening behavioural change messaging.

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All or any of these can make up what we call in the industry a tracking research project.

Market research tracking

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Track your brand the D&M Research way

The most common form of market research tracking in the commercial world is probably the Brand Tracker. Every marketer and brand custodian wants to see how their initiatives and programs are impacting their brand or business over time. Brand tracking research provides marketers the opportunity to measure a brands performance on key metrics and overlay this against advertising and promotions spend.

D&M has a very specific approach to Brand Tracking that has proved to be very popular because of its flexibility and value for money. We call it the Modular Approach.

More information

Let us assume you plan to measure your brand health four times a year on a quarterly basis. You could just measure core brand health metrics in a shorter survey, or you could piggyback other marketing intelligence needs by devoting the rest of the study to a specific focus or need such as:

  1. 1
    An evaluation of recent marketing communications
  2. 2
    An analysis of category drivers
  3. 3
    Understanding of how your brand is currently perceived or positioned

No matter what your tracking project, D&M Research can help with features such as:

  1. 1
    Fully customised approach to design and execution
  2. 2
    Flexible, innovative, and affordable solutions
  3. 3
    A modular approach to multiple dips or tracks to meet a range of needs in one study
  4. 4
    Access to advanced methods where appropriate
  5. 5
    Consumable outputs that and easily disseminated though out the business
  6. 6
    High production values via access to our in-house designer
Market research tracking modular approach

Example of a Modular Approach to brand tracking

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