Forecasts will need to reset to match reality once things settle. That information is critical in making strategic decisions. Looking at the past may not lead us on the right path anymore.

Building a predictive Brand Equity Tracking Model is difficult; but quantifying and monitoring a corporation’s most valuable brand assets is a wise investment for the long-term success of a business enterprise.

Marketing Research Article: As we consider moving tracking studies from the telephone to the Internet, Decision Analyst feels obligated to share these critical thoughts and observations. Tracking is a very important tool for monitoring consumer awareness, perceptions of,

By screening everyday consumers, researchers can identify participants in word-of-mouth activities related to a brand and category, and interview them to capture and characterize episodes of offline, organic word of mouth.