Tracking Studies

Tracking Studies are used in tandem with Usage and Attitude Surveys to track brand performance along a continuum, helping marketing managers oversee the vitality of their brands and raise flags when brands are at risk, either from internal weaknesses or external pressures. Conducted in between more detailed brand assessments, such as Usage and Attitude studies, tracking studies make it possible to monitor main brand features and market conditions as a compliment to more in-depth studies conducted on a bi-annual or annual basis.