Tracking studies monitor consumers’ product and brand perception with the help of continuous measurements, i.e. repeated surveys using the same survey methodology and a comparable sample structure in order to measure individual perception and attitude changes and to gather insights with regard to brand strategy when comparing research waves.

Tracking studies can be conducted offline as well as online (incl. behavioural tracking using cookies) and enable measuring the performance of marketing activities over time as well as in comparison to the competitive environment. Tracking studies are well suitable to measure the success of marketing activities like advertising campaigns.