Tracking studies are like the fitness trackers of market research, only instead of counting steps, they’re keeping tabs on things like brand engagement, customer loyalty, and key trends. Some people are natural runners, lucky them, but if you want to become a professional athlete, you’re going to need more than an affinity for pounding the pavement. Just as an Olympian will know every single metric about their health and fitness, and will use that information to their advantage, tracking studies give companies a steady flow of insights that will help them to hone and finesse their strategies.
What is a tracking study? A tracker is an ongoing study that collects data over time to monitor changes in consumer perceptions, behaviors, and brand performance. Rather than a one-time survey, tracking studies are conducted at regular intervals—weekly, monthly, quarterly, or even annually—to gather consistent data on specific metrics. The ongoing monitoring allows brands to see how consumer attitudes shift over time and identify trends and potential issues.
Let’s say a company launches a new product, like an all-natural low-sugar, keeping to the fitness theme. They could just get it launched and hope people love it, or, with a tracking study, they can get ongoing feedback about the product from real consumers to see how it’s actually landing. Is it appealing to the intended customer demographic? Do the product and packaging compliment each other? Is the low-sugar claim communicated effectively? These regular insights keep brands in the loop on what’s working and what isn’t over time, not just a singular snapshot view.
Tracking studies also help companies spot those more subtle, slow-burn trends. Imagine a brand starts noticing through tracking data that consumers are increasingly interested in refillable packaging that feels luxurious. Desire for sustainability isn’t new, but not wanting to compromise on something that feels aspirational is an emerging theme - sentiment is shifting. With this information, the brand can jump on the trend early, roll out green packaging that’s giving luxe, and be a brand that “just gets” their customers.
Let’s not forget brand perception - tracking studies can help companies avoid those awkward moments that come with jumping on a trend too late (demure anyone?). Maybe last year, the brand’s marketing campaign came across as fun, quirky and of the moment, but now consumers feel like it’s been played to death. With regular consumer understanding, brands can course-correct, keeping their marketing fresh and aligned with, if not ahead of, current tastes.
Then there’s the competition. Tracking studies don’t just measure how a brand is doing; they can also look at how competitors are faring. If a rival brand suddenly has a spike in popularity, it’s worth investigating why. Did a new product land really well? Did a specific ad campaign resonate? These insights let brands stay sharp and learn from competitor’s approaches in increasingly competitive environments.
In conclusion, tracking studies can be the secret weapon that help brands become Olympic athletes in their field. The powerful information gathered in a tracker allows a brand to stay tuned into their audience, identify trends, and make adjustments in real-time. In a world where consumer loyalty is becoming hard to maintain, a tracker can help create a brand that’s actively listening to their consumer, adapting, and staying ahead of the game, today, next month and next year.
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