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The trouble with tracking

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...

October 2013 | Brand tracking , Brand & Communication , ConversionModel , Loyalty and new spend

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Shorter, more predictive surveys

Why are brand tracking surveys struggling to predict accurately what respondents will do? Why do the metrics they provide show so little movement? And what can we do about it? In this feature, we reveal the ‘three Rs’ that have transformed tracking...

August 2013 | Research methods , Brand tracking