The core idea of tracking studies is to follow past and recent marketing behaviours of businesses and consumers. This exercise usually faces various difficulties when appropriate execution is concerned. It often happens that senior management demands for fast and coherent marketing feedback pressure, whilst due to time poor and resentful of intrusion, tracking general public as consumers become less productive.

However, the competitive environment of brand marketers face to be complex and fast paced. In light of this they require a robust, holistic and 360 degrees overview of what is happening inside the specific markets in order to make their decisions in accurate and timely manner.

In such a case the main role of tracking studies is to provide consistent insight of what the recent clients thought, think and may believe about the company, products/services and its premises.

The vital remark should be made here. The hot spot of tracking studies is not focused on customer satisfaction or picture of a brand, however very often tracking studies include those elements. The main bullet point of tracking studies, is their repetitiveness over period of time, where the marketers could briefly compare the outcomes with their previous conducted insights and observe if there is any progress with some elements, or some marketing mix features need to be improved.

As we have noticed recently, those studies are struggling a little bit. The main problem is not the matter of continuousness discipline but the quality and consistency of execution. Unfortunately for this types of studies, many of companies use various suppliers for their trackers. In the recession time, where the research budgets are very often trimmed and stretched, and execution of tracking insights is postponed, if finally the client will decide to commission this type of project, they select the most cost effective supplier. Unfortunately for this type of research, choosing the other supplier for every single tracker leads directly to inconsistency between past and recent results. This might be particularly observed when multinational or cross country insights are concerned.

In light of this, Investzoom Market Research Agency offers consistent tracking programmes for Eastern Europe, where one well done set up and perfect organised fieldwork combined with consistent results and recommendations will lead directly to your success.

Feel free to contact us as market research agency for RFQ or further details of this market research programme