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In a recent article that appeared in ResearchLive by Horst Feldhaeuser, ‘Is your brand tracker working its hardest for you?’ (Brand Tracker), he mentioned a comment from Emmanual Probst of Ipsos saying consumers are operating under the influence of two elements: the world at large, specifically all the crappy stuff (global conflicts, climate change, etc.) and their individual context & circumstances with these things potentially playing a number on brand trackers. I’ll add a third element that is an offshoot of one’s individual context & circumstances and that is a panelist’s respondent experience as they go about getting ready to complete your brand tracker. Because if a panelist’s experience leading up to the brand tracker is boring causing disinterest and lack of engagement, well, your brand tracker isn’t worth _ _ _ _ I’m sorry to say. Engagement, interest, excitement and fun, never part of the respondent experience but they can be. #mentalhealth #dataquality #marketresearch #insightsassociation #esomar #newmr

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