Brand Tracking Best Practices

While brand trackers have been utilized for years, it seems as if their popularity has fluctuated. Traditional brand trackers have become characterized by their lengthiness, often becoming bloated and overly complex. This complexity can leave consumers and researchers feeling fatigued wave after wave, year after year—especially as multiple and frequent changes to the survey structure can compromise the reliability of the data if not carefully managed. But in this comprehensive guide, we hope to shine some light on some of the complexities, and hopefully instill some much-needed confidence into your approach to brand tracking studies. So let’s dive in!