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
She drives growth for client companies by leveraging strategic consumer insights, innovation, and analytics to shape impactful marketing campaigns and new product development programs. Her consulting expertise includes guiding clients through new business concepts, mergers and acquisitions, including global expansion. She is particularly passionate about advertising and messaging research and plays a key role in the company's strategic direction.
Felicia Rogers
Corporate Executive Vice President
Felicia Rogers is a dynamic insights consultant who leverages decades of business and consumer research experience. She is passionate about brand strategy and improving brand health, new product development, and driving positive customer experiences. During her career, she has consulted with companies across an array of categories to tackle many important strategic issues.