Track to the Future: Keeping Brand Trackers Relevant


In this episode of "Now That's Significant," Horst Feldhaeuser, Group Services Director at Infotools, discusses the evolving landscape of brand tracking studies with Michael Howard, Head of Marketing at Infotools. They emphasize the need for continuous evaluation and adaptation to changing consumer demographics and technological advancements. Key points include leveraging new data collection methods, such as passive data and social media analysis, and utilizing advanced analytics for efficient insights. Feldhaeuser encourages challenging the status quo to enhance the effectiveness of brand tracking studies.


The Ever-Changing Landscape of Market Research

The episode begins by acknowledging the quote "where we're going, we don't need roads," which serves as a metaphor for the dynamic nature of market research. Howard and Feldhaeuser stress that despite the changes in technology and consumer behavior, tracking studies remain a valuable tool for gaining insights into consumer preferences and behaviors.

Key Insights from the Discussion

  1. Constant Review and Improvement: Feldhaeuser highlights the importance of updating survey bases to reflect changing demographics and business landscapes. He emphasizes the need for trackers to be globally applicable and suggests leveraging new technologies such as generative AI and synthetic data to enhance data collection and analysis.

  2. Shorter, More Focused Surveys: Both hosts stress the significance of shorter, more focused surveys that prioritize participant experience and relevance to business decision-making. They advocate for surveys that are tailored to specific business needs and consumer behaviors.

  3. Embracing New Technologies: The conversation underscores the value of embracing new technologies like generative AI and synthetic data to streamline data collection processes and deliver faster insights. However, they caution against relying solely on technology and emphasize the importance of maintaining a human-centered approach to research.

The Path Forward: Embracing Change for Better Insights

As market research continues to evolve, it is essential for professionals in the field to embrace change and adapt their methodologies accordingly. By constantly reviewing and improving tracking studies, leveraging new technologies, and prioritizing participant experience, businesses can gain deeper insights into consumer behavior and make more informed decisions.

In conclusion, this episode serves as a reminder that while the landscape of market research may change, the core principles of understanding consumer behavior remain constant. By embracing change and innovation, market researchers can continue to deliver valuable insights that drive business growth and success in an ever-changing marketplace.

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