Tracking Studies




Tracking studies


We conduct brand tracking surveys to analyze and conceptualize the changes in a brand and its market over time. This methodology helpsmeasure, evaluate, understand and improve their brand performance for the businessperiod.

They can also help clients to increase profitability by identifying high-potential opportunities to grow their brands in the market, target new business target audience or develop new products or services. Tracking studies even helps clients to identify and understand changes in the customer market for their brands, such as fluctuations in category usage, updates in customer needs, development of new customer segments, and changes in customer loyalty and retention over time.


Attitudinal/Image Tracking


Attitudes and images within, and relative to, a product category change over time. For every couple of years (depending upon this rate of change), a comprehensive attitudinal/image assessment is desirable to serve as a platform for marketing planning, new product development, and competitive intelligence.


New Product/Test Market Tracking


Systematically monitoring awareness, trial, and repeat purchase rates for new products is a valuable application of telephone tracking or Internet-based tracking. Usually this tracking data is combined with other data (shipments, store audits, scanner data, and distribution checks) for a full evaluation of the test market.


Customer Experience Optimization & Loyalty Tracking


This can be an important component in the overall marketing research plan, if it is carefully planned and limited in its demands upon customers (lest we offend them with customer satisfaction surveys). Sometimes, the very best customer satisfaction tracking does not involve any formal surveys. We strive to help our clients design and implement efficient and unobtrusive satisfaction measurement systems.


Brand Equity


Decision Analyst’s Brand Equity Monitor is a comprehensive metric that measures relative brand preference, based on all aspects of the brand including both rational and emotional perceptions of the products/services, customer service, images, and supply or availability in the marketplace.


VMR tracking studies will address few of below:


Customer Segments: What are the various customer segments in our category? What is the profitability or lifetime value (CLV) of each segment?

Advertising Effectiveness:What percentage of customers recall seeing our advertising? How persuasive is our ad campaign? What media and messages are most effective at driving awareness, purchase, and loyalty?

Brand Awareness and Usage:What number of customers have heard of particular brand name? What is the brand’s market share and market value?

Brand Image:What do customers think of a brand? How does that compare with the value of other brands?

Customer Loyalty and Retention:Do customers feel loyal to any particular brand? What percent of customers do companies lose each period?