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 at Kantar TNS, and how these fundamental principles can deliver research that is faster, more engaging and more predictive:

  • Respondent-level validity: asking questions that people are able to answer accurately
  • Redundancy: getting rid of questions where the answers can be predicted by how somebody answered previous questions
  • Relevance: homing in on what really matters to a person, and leveraging these meaningful answers for maximum insight.
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