Strategically tracking consumer awareness, attitudes, and behavior is vital to assessing your organization’s marketing, communications, and branding efforts. Skillfully designed and executed tracking research can answer a host of key questions:
How is awareness of your brand trending relative to that of your competitors?
How is your image evolving in the minds of current and potential customers?
Which of your messages do current and potential customers remember?
What variables define your optimum target markets — now and in the future?
What impact are your competitors having in the marketplace?
Tracking studies can be performed continuously or intermittently. Advantages of continuous tracking are that it:
Provides a complete record of consumer measurements over time (without any gaps or missing time periods).
Minimizes the impact of short-term disturbances such as adverse publicity, new product introductions, bad weather, etc; whereas, intermittent tracking may be subject to biases due to the effects of various events.
Factors in the influence of seasonality on awareness & sales.
Provides more robust competitive information and is less subject to bias due to the media schedule of a competitive brand.
Comparisons to other continuous data such as sales, advertising expenditures and market share can be more accurately performed.
Advantages of Intermittent or "Wave" tracking method are that it:
Provides precise before-after measurements (to coincide with and measure the impact of media schedules or other planned or expected interventions).
Costs less than continuous tracking method
Call today to find out how iResearch can help your organization design and implement an effective awareness, attitude, and behavior tracking program.
