A detailed look into the future of brand tracking for market researchers

Tracking the Future of Brand Trackers delves into various types of trackers, including: brand health, advertising effectiveness, corporate reputation, and ESG trackers, to provide foundational knowledge and illustrate how traditional approaches to brand tracking are no longer sufficient to meet the demands of a dynamic market environment.

The paper also covers key drivers for change, including ongoing disruptions to consumer behavior instigated by global change; rapid growth of the data ecosystem and the need to integrate multiple data sources; artificial intelligence’s potential to enhance trackers and drive innovation, alongside its ethical and quality implications; and siloed functions within organizations, which do not facilitate holistic views.

Several best practices for adapting trackers to meet these demands are also covered such as:

Implementing solutions that can ingest diverse data sets, without fragmentation, to enable a unified view of consumer behavior and market trends.
Implementing solutions that can ingest diverse data sets, without fragmentation, to enable a unified view of consumer behavior and market trends.
Accelerating insights by establishing a direct connection to data and automating KPI dashboards to facilitate rapid analysis, automatically revealing patterns and trends.
Accelerating insights by establishing a direct connection to data and automating KPI dashboards to facilitate rapid analysis, automatically revealing patterns and trends.
Improving the quality of data analysis by transitioning from legacy programs reliant on manual copy-pasting to a single data source to foster consistency and enable valuable ad-hoc analysis.
Improving the quality of data analysis by transitioning from legacy programs reliant on manual copy-pasting to a single data source to foster consistency and enable valuable ad-hoc analysis.
Addressing business questions quickly by leveraging systems capable of ingesting multiple data sources and facilitating on-the-fly analysis.
Addressing business questions quickly by leveraging systems capable of ingesting multiple data sources and facilitating on-the-fly analysis.
Utilizing technology that facilitates easy sharing of dashboards and insights, while allowing stakeholders to conduct their own investigations to raise the value of the insights function. 
Utilizing technology that facilitates easy sharing of dashboards and insights, while allowing stakeholders to conduct their own investigations to raise the value of the insights function.
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Infotools’ Space to Think series is designed to help inform insights professionals about key themes and trends in the market research industry, especially for those looking to replace or upgrade their market research software and technology.

Infotools was created by curious market researchers who wanted to uncover new ways to better understand the world. And we’re still just as curious. We’re acutely aware of how deep insights require time, and can’t be rushed. That’s why everything we do at Infotools is dedicated to giving market researchers more space to think.

We trust this and other papers in this series will do just that. If you’re interested in other publications in this series, feel free to check them out below.

> A software buyer's guide for market research analysis software.
> The inclusion, diversity, equity, and accessibility handbook.
> The market research software and technology landscape.
> Elevating market research data quality into the limelight.
> Tracking the future of brand tracking.