Tracking Survey

Tracking study is so popular that it is associated with the standardized study. But, in essence, it still is an Ad Hoc and is designed specifically for each client.

The main objective of tracking studies is to monitor basic marketing parameters in order to evaluate the effectiveness of various marketing initiatives. At the same time, such initiatives might be carried out by competitor companies as well. For example, during the year, media parameters planned by your own strategy might be "overlaid" for some time by competitor brand's advertising initiatives (for TV and radio ads) or in physical segments (outdoor ads, printed press ads). Similarly, the parameter of "switching" to a competitor brand within a strategic customer segment might easily reach the unsafe level. Timely identification of such changes is of utmost importance and this can only be done by standardized studies conducted periodically over certain periods of time. This approach is known as Tracking Studies.