Brands, consumer goods manufacturers, service companies, and many others – they all use tracker studies to gauge consumer sentiment, measure advertising effectiveness, and much more.
Provided that tracker studies provide valuable information which organizations base important decisions on, they need to ensure that they are getting the most accurate data possible.
EMI has managed over 100 tracker studies over the years. That’s why we have put together a list of best practices to follow for your tracker studies.
No sample source is the same and neither is the data they provide. Know your panel sources inside out.
Data bias, over-representation, running out of sample, data inconsistency – these are just a few of the problems that can affect your tracker with a single sample source.
You want to keep as many variables as possible consistent, so you don’t skew your data.
It sounds like we just contradicted ourselves, we didn’t (we promise!). While you want to keep it consistent, there are variables like, panel recruitment, incentive structures, etc., that you can’t control. You’ll want to evaluate and replace (if needed) on a regular basis.
Look at what is going on in the marketplace and overlay that with your tracker results. It can explain anomalies or outliers.
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