Realise the power of profiling: Five tips to ensure brand tracker studies are relevant

01 Sep 2016

  • Data
  • Marketing Technology

By: Soni Sagar, Client Services Director, Pureprofile

Tracking studies will only realise their full potential if researchers leverage cutting-edge data collection technology, profiling and analytic techniques. We’re now in a mobile-first world filled with always on, time-poor people. Here are a few simple steps to follow:

Tip one: Keep it short and device agnostic (i.e. optimised to all screen sizes)

Consumers now expect brands to talk to them through their device, at a time and in a manner they find convenient. People are generally time-poor, so they don’t want to have to deal with a complicated surveys, nor answer unnecessary questions. Tracker studies that don’t respect the preferences of modern consumers risk irritating them.

Tip two: Keep it simple and short

Verbose and grid-heavy questionnaires may have worked in the days of telephone and face-to-face surveys, however they are now cumbersome for online self-complete surveys and should be avoided where possible. Instead, opt for concise question wording and simplified statements for use in carousel style question types. Also consider modernising your wording to be better understood by your respondents. There’s no longer an interviewer/translator between you and your respondents, so ensure that you’re using layman's terms where practical.

Tip three: Append don’t repeat 

Appending data for questions your panel provider already has the answer for (e.g. age, gender, location, grocery buyer) means that you don’t have to re-ask them in your survey, even if you have quotas on these questions. With the right research supplier, you can also add existing profile data to append additional fields to your final data file. This will reduce survey length and make for a better experience for people who have to answer these questions regularly. It will also provide insights you wouldn’t have been able to see from your traditional research. 

Tip four: Care about the respondent experience

With better technology you can create a better user experience through improvements like an easier-to-navigate Q&A design. Aside from facilitating appending answers and shorter, mobile-friendly surveys; technology also allows for an on-brand survey script and a respondent experience focussed on survey design.

Tip five: Partner with a tech-forward supplier

These days a company’s research partner should have a solid infrastructure of technology behind them in order to cater for today’s mobile world. It’s important to choose a provider with a good reputation and a dedicated team of experts to manage all your research needs and introduce new research options as technology advances.

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