What is the tracking study

The tracking study is an investigation that compares the advertising of competitors.

It is a continuous survey that monitors the performance of competing products or brands.

Moreover, it can reveal to you the recall of the company and competitors over an extended period, thus allowing you to evaluate its effectiveness.

Among the memory index variables we find: recall index, awareness index , and attribution index.

How the tracking study is conducted

The tracking study measures:

• The memorization of the message;
• The interest generated by the campaign;
• The appeal of the message;
• The brand awareness;
• The level of satisfaction;
• The intention to purchase and repurchase.

The tracking study analyzes various opinions from a single group of consumers, allowing entrepreneurs to measure brand awareness, monitor customer satisfaction, and the effectiveness of a particular marketing campaign.

The first step in gathering consumer information is finding a group of people who are willing to fill out a questionnaire. Once the marketing campaign is completed, there will be another questionnaire with the same questions, so as to track all the predetermined objectives for that specific campaign.

If there is a clear difference between consumer responses before and after the campaign and that change meets the campaign's objectives, then the marketing campaign has been a success!

Benefits of the Tracking Study

The tracking study gives you the assurance that changes in consumer attitudes towards a brand are actual changes, because you're asking the same questions to the same people over a different and extended period of time.

Selecting a sample of consumers is crucial for designing interviews and surveys that are relevant to studying consumer sentiments about a brand and a product.