Today’s brand tracking surveys ask the wrong questions – and they ask far too many of them.
In this feature, we explain the flaws that are reducing the effectiveness of many tracking studies – and why Kantar TNS has re-engineered tracking around shorter, smarter surveys:
- The dangers of asking too many questions – and the devastating impact this has on data quality
- The fallibility of human memory, and why traditional tracking demands too much of it
- The fallibility of conscious introspection, when we use our rational System 2 brain to try and explain things that our instinctive System 1 brain has done
- How traditional trackers fail to take account of the comparative way we make decisions
- Traditional trackers’ blindness to affective memories – and why it matters
- The phenomenon of mutually compensating error, which convinces too many clients that tracking is on track.