What Is the Future of Tracking Research?
For several decades, tracking studies have been a mainstay among consumer insights departments for business monitoring and decision-making. Many years ago they were conducted by telephone, but given the decline in telephone response rates, tracking studies were moved online and conducted with members of consumer panels.
In today’s environment, with softening panel response rates and social media data "flowing in for free," some companies have started to incorporate alternative data sources into their ongoing business monitoring toolkit. Pairing this increased interest in data source variety with the knowledge that many online surveys are completed on mobile devices (due to yesterday’s online survey being too complex for today’s mobile respondents) we find ourselves wondering “What is the future of tracking research?”
Presenters
Bonnie Janzen
President
Bonnie helps drive growth for client companies based on strategic consumer insights, innovation, and analytics to shape marketing campaigns and new product development programs. She has consulted with clients on new business mergers and acquisitions including global expansion. Advertising and messaging research is a particular passion. She has been very involved in strategic direction of the company.
Felicia Rogers
Executive Vice President
Felicia Rogers is a dynamic insights consultant who leverages decades of business and consumer research experience. During her career, she has partnered with companies across an array of categories. Felicia began her career in print advertising and has since spent most of her professional life in various consumer insights roles at Decision Analyst. She holds a Bachelor of Business Administration, with a concentration in Marketing, from the University of North Texas.