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Watching Comets: How To Think About Tracking Studies

Tracking studies allow organizations to monitor topics that are important to them by repeating research at regular intervals and comparing how the results change over time. Common uses for tracking studies include brand health, customer satisfaction, advertising metrics for long-term campaigns, etc.


Tracking studies tell us different things after each wave of the study and therefore require a commitment to multiple waves to get the most out of the exercise. To illustrate this, think of a tracking study like discovering a comet:

Study #1: Baseline

“We found a comet! We know a few things about it, but we will know more after the next study when we have something to compare the results of this study to.”



Study #2: First Comparison

“With two points of data, we can now see which direction the comet appears to be moving and how fast it is traveling.”



Study #3: Tracking

“With multiple data points, we now know the direction and speed that the comet is moving and can predict its full orbit. We also have enough context to understand meaningful changes in its path.”



If you have comets that you'd like to start tracking for your organization, we can help! Reach out to us to start the conversation.