Evolution From Data ‘Utility’ to High-Value Resource
Even in an age of listening, systematic programs to monitor markets by asking remain a critical tool for performance measurement and course correction. The catch: tracking programs are often large investments with complex, potentially cumbersome research infrastructure. If not optimally designed, executed and analyzed, they can become “lead feet” that impede agile brand management rather than empower it.
For companies that seek to initiate an effective program or dramatically improve the ROI on tracking, our firm offers an approach that brings four critical elements together:
- Thoughtful, sensitive research design that reflects strategic measurement priorities
- Well-oiled execution with zero-error tolerance
- Consistently high-value analysis framed around key issues and action implications
- Timely, effective reporting custom-tailored to ensure impact at all levels of the organization
Clients tend to bring us their high-priority tracking programs — often after concluding that what they have been doing for years is simply not meeting the strategic needs of their organizations. We have an impeccable track record for transforming those data pipeline programs from “statistics on tap” to vital nourishment.
Identifying Key Business Drivers
One of the most common question asked of tracking program stewards is “How do these measures relate to the health of our business?” Our tracking program designs are guided by a focus on “metrics that matter” — a commitment to developing the right performance indicators, and understanding how they relate to customer behaviors and business outcomes. Because we begin with an understanding of the business issues and the market structure, our analyses are always set in context. And because we monitor carefully for landscape and buying process changes that can shift customer priorities, our tracking programs are dynamic management tools that aim to anticipate market evolution rather than simply follow it.
Managing Smooth Transitions
One consideration that inhibits change, even when tracking programs seem “broken,” is the recognition that tracking is, by its nature, about measurement continuity – but there are ways to minimize disruption and accelerate forward momentum. Direct conversations with key stakeholders help set priorities and see upside opportunities, while creating a climate that manages the anxiety associated with change. Use of careful weighting procedures and calibration questions allows us to create sturdy bridges between existing programs and new tracking initiatives.
Tracking Diverse Customers and Markets All Around the Globe
Our tracking programs span global geographies and a variety of customer types, from consumers to business customers. They support brand health and customer satisfaction. They can rely on existing panels or custom panels we develop and maintain. And they can encompass a range of products, from basic to high-tech, across a range of industries — financial services, healthcare, energy, construction, automotive, and digital technology, to name a few.
If you would like to know more about how we elevate the value of tracking, we’ll be happy to put you in touch with some of our clients.