What is Quantitative Research?
Often used by those in the marketing field, quantitative research involves the collection of research. When a marketing company carries out quantitative research, it involves collecting research for that client so that a successful marketing plan may be developed. Defining the problem, research design, data collection and analysis, as well as report writing and presentations all make up the process by which quantitative research is conducted. Questionnaires and scales often fall under the category of quantitative research; they involve conducting research on a social level. Respondents from a variety of backgrounds are asked to complete such surveys in an attempt to gather new information on a company’s impact and clientele. Marketing teams are then able to take this information and determine the wants and needs of a company’s typical audience. By understanding what these clients want, marketers are better able to develop marketing strategies for the companies that are partaking in such research. That’s where ad tracking comes in.
What is Ad Tracking?
Ad tracking is one factor within the broader subject of quantitative research. As with everything under the subheading of quantitative research, ad tracking specifically deals with data, which is used to animate and inspire, solve issues or problems, prove business cares, and uncover potential opportunities. In some situations, ad tracking is also referred to as post-testing or ad effectiveness tracking. It is an in-market research technique that monitors a brand’s performance in brand and advertising awareness, product trial, and usage, as well as attitudes surrounding a particular brand in contrast to their competitors. Depending on each situation, ad tracking might be done on a continuous basis, or it could be “pulsed.” When done continuously, there are a few interviews done with respondents every week. In contrast, when tracking is “pulsed,” interviews are done in waves, which are widely spaced between three to six months. The respondents may be varied within each round of interviews, or they may be a single, large panel that is interviewed over a long period of time. When ad tracking is done successfully, it provides a company’s marketing team with a wide variety of information.
Brand and advertising tracking are both closely related. Traditional trackers that rely on static approaches often confuse repetitive data dumps with real insight into a company’s particular situation. It is important to go deeper when gathering this research to reveal the “why” behind the trends that are discovered. Determining the impact of marketing, consumer habits, and competitive pressure in order to provide a clear roadmap to enduring brand health will go a long way in any successful marketing campaign. Marketing teams already have information, including when the ads launched, the length of each advertising flight, the money spent, and when the interviews were conducted. Once partaking in ad tracking surveys, these teams will be able to determine the effects of their advertising strategies, and they will thereby be able to adjust future advertisements to reflect what has been proven to work, and to avoid what has failed in the past. By utilizing ad tracking as a common company practice, a company has the power to ensure that their advertisements are working for them; then they can simply pull the ones that do not work—before they become a problem.
Kelton, a market research firm in Los Angeles, New York, Chicago, and London provides actionable strategic plans with a range of qualitative and quantitative research methodologies like ad tracking ( KeltonGlobal/Ad-Tracking ), customer journey mapping, market segmentation, concept testing, consumer surveys and many more. Visit KeltonGlobal for more info.