Tracking
Many tracking studies are designed to be a static monitor of key brand metrics. At Russell Research, we believe tracking should be insight-driven research which helps guide short- and long-term decisions.
Our approach is tailored for growth-focused companies and goes beyond standard tracking in several ways:
-
Understand the "Why"
Our approach uncovers the drivers of choice and determines how brands or messages perform on what matters most to target audiences. This provides clear action items for brands focused on growth drivers and white space opportunities.
-
Navigating Change
Our tracking evolves with shifting competitive landscapes. While maintaining consistency in key tracking components, we help our clients navigate change to provide context for current or anticipated shifts in the category – whether it be due to innovation, cultural changes, or COVID-19.
-
User-Centric Approach
Our tracking research goes beyond the immediate category to understand how user needs are being met, determining the impact of non-category solutions on client and competitive brands.
-
Beyond the Funnel
We’ve developed a set of metrics in addition to the normal funnel, messaging and attitudinal questions which help clients understand next steps.
Though tracking most often utilizes a quantitative methodology, we may recommend exploratory qualitative to understand the drivers and attributes to track or “Post Deep Dives” into targeted topics following each quantitative wave of a tracking study. Post Deep Dives are perfect for clarify findings or for providing stories that elucidate the data and bring it to life.
