Quantitative Research

Strategic Tracking

Strategic tracking research, commonly referred to as simply “tracking,” enables evaluation of a series of metrics over time to understand changes and permits analysis of trends, evaluation of past activity, and predictions for future activity. Tracking studies are typically associated with brand, advertising, or strategic business measurement and address such topics as: brand equity, awareness, recall, consumer product opinions, category attitudes, consumer behavior, loyalty, and likelihood to purchase.

W5 views strategic tracking studies as the business equivalent of taking your temperature or reading your pulse. These initiatives are specifically conducted to monitor the performance of a brand or advertising campaign over time and are typically conducted in periodic “waves” of research.

For more details, refer to our white paper: W5 on Strategic Tracking Research

See also:

• Attitude & Usage (A&U)   |  
• Qualitative > Branding  |  
• Qualitative > Positioning  |  
• White Papers > W5 on International Marketing Research