Tracking studies are often used to gauge consumer sentiment, measure advertising effectiveness, and much more. It’s no wonder that brands, consumer goods manufacturers, and service companies all rely on them to make their business decisions.
Given that tracking studies provide the valuable information that organizations are basing these important decisions on, organizations need to ensure that they are getting the most accurate data possible.
EMI has managed 125+ tracking studies over the years. That’s why we have put together a list of 5 best practices for your tracking studies.
No sample source is the same and neither is the data they provide. Know your panel sources inside and out including specifics such as their recruiting methods, incentives, etc.
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. Using multiple sources can help your project have better feasibility, improve your timing, reduce risk, and give you more consistent data.
It is best to keep as many variables as possible, so you don’t skew your data.
It sounds like we just contradicted ourselves, right? 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.
Want to learn more about how you can get the best data from your tracker studies? Check out our latest webinar, Is Sample Blending Finally Cool? Best Practices for Tracker Studies, on demand!