Our Best Practices for Tracking Research.

Tracking research is a foundational part of any market research plan. Studies under the umbrella of ATU (a term borrowed from CPG, where it is an acronym for Awareness, Trial, and Usage) can provide:

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• A LINE OF SIGHT into the market, our brand’s place in it, and how the landscape evolves over time.

• A TOOL TO ASSESS the effectiveness of marketing campaigns.

• A ROBUST POOL OF DATA to support or disprove findings from qualitative research or one-off customer conversations, and to mine when ad-hoc questions come up.

• CONSISTENT OUTPUTS that are easy for marketing teams to digest (such as a recurring KPI dashboard.