Tracking surveys are indispensable tools. They are used around the world to measure market share, brand awareness and competitive positioning, advertising effectiveness, and customer and employee satisfaction.
Sometimes, though, they produce unexpected results. When they do, it can be difficult to diagnose what’s happening. Your supplier may not know, or may not feel so comfortable explaining why.
I’ve run trackers since 1995 covering dozens of categories across four continents. In doing so, I’ve developed a deep understanding of what can go wrong and why. Whether it’s methodology or execution or real market change, I can help you figure out what’s going on and, more importantly, how to fix it.
My tracker review services will provide you with unbiased practical guidance to address the issues below.
- Unexpected trends
- High data volatility (data seem to bounce around)
- Data not reflecting the market
- Chronic problems in field (e.g., sample size, completion rates, low incidence)
How It Works
When you engage me, I will sign a Non-Disclosure Agreement and ask you for your questionnaire, sample design, recent reports, and field documentation. I will review this and write up my findings and their implications in a structured manner that you can share with your supplier. I will review these with you by phone or video conference.