What Is the Future of Tracking Research?
presented by Bonnie Janzen and Felicia Rogers

For several decades, tracking studies have been a mainstay among consumer insights departments for business monitoring and decision-making. Many years ago they were conducted by telephone, but given the decline in telephone response rates, tracking studies were moved online and conducted with members of consumer panels.

In today’s environment, with softening panel response rates and social media data "flowing in for free," some companies have started to incorporate alternative data sources into their ongoing business monitoring toolkit. Pairing this increased interest in data source variety with the knowledge that many online surveys are completed on mobile devices (due to yesterday’s online survey being too complex for today’s mobile respondents) we find ourselves wondering “What is the future of tracking research?”

Contact Decision Analyst

If you would like a pdf copy of the presentation please contact either Bonnie Janzen, Executive Vice President (bjanzen@decisionanalyst.com) or Felicia Rogers, Executive Vice President (frogers@decisionanalyst.com). They may also be reached at 1-800-262-5974 or 817-640-6166.