Published: 8/27/2024
Ryan Shollar
Senior Account Director, Sales, Dynata
My son turned 1 year old this past weekend. My wife and I hosted a birthday party for him at our home filled with family and friends, celebrating his first full year around the sun. But let’s be honest, it was also a little bit of celebrating our first full year of parenthood. Throughout this year of raising him, we sought out any and all advice….any little bit to make adjusting to this new life…well, just a bit “easier”. We absorbed all the feedback, suggestions and recommendations (whether we felt was right or wrong) –– it’s important to me to hear and see various perspectives as you reflect and analyze the important life lessons to teach your child(ren) along the way.
The party theme was “Rookie of the Year” featuring everything you can eat and drink at a typical baseball game. From grilling dogs and burgers, passing around boxes of Cracker Jacks and shelled roasted peanuts, and of course, ice cold beer. Yes, we also had juice boxes for the kids! We played some whiffle ball, cornhole, Kan Jam, and even a little croquet. Besides the good quality time with loved ones, the highlight for me was my son’s 12-month progression board that my wife made. It featured 12 pictures of him holding a wooden round disc that said Month 1, 2, 3, and so on, through Month 12.
Looking back on these 12 pictures, it’s amazing how quickly time flies and how quickly a baby boy can turn into a toddler. His first picture is of him laying down in his crib, with his hands up like he’s signaling a Touchdown. With each passing month’s picture, you slowly but surely see his progression of sitting up without any help, holding the monthly wooden discs on his own, and with the last few months showing a smile filled with teeth and a head full of hair. Each month shows the quick, and sometimes subtle growth that a child has over the course of a year. In market research and insights, if my son was a brand tracker, there would be some serious changes in trends to report on over the 12 month cycle. And just how my wife and I sought out sound advice from proven “successful” parents, with well-raised children, you should rely on Dynata when choosing your data collection partner for tracking research.
Data accuracy and consistency is the key when it comes to tracking brand perception and awareness over time. They are the core reasons why you need the highest quality and largest volume of first-party data to fuel the most reliable brand trackers. With Dynata’s support you can make optimal business decisions with confidence with the industry’s most accurate brand trackers.
When seeking a tracking research data collection partner, it is vital to ensure the following are considered:
1. High Data Quality
Great business decisions are rooted in actionable information derived from high-quality data. Innovation, opportunity and growth all start with uncovering accurate insights that drive smarter decision-making and it all starts with the audience of people you need to survey. Listen to our VP of Research Science, Nancy Brigham, speak in detail around Dynata’s investment in data quality via this link here. As recent as June 2024, Dynata was named the Overall Winner of the 2024 I-COM Global Data Creativity Award for QualityScore™. QualityScore™ is a revolutionary new method for rooting out survey fraud and disengagement using AI. You can find more on this topic via our press release here.
2. Reliability and Consistent Delivery
For Dynata, quality is also reflected in the accuracy, reliability and timeliness that we deliver. By perfecting the art of human-powered data, Dynata ensures organizations can make sound decisions with the highest confidence. Our core Account and Project Management team(s) are fully invested in understanding the key metrics and goals that align with your tracking research. It is crucial for your data collection partner to thoroughly understand the importance of key data points that are analyzed month after month, and quarter after quarter. At Dynata, we take pride in understanding these results and the importance it brings to brand clients.
3. Data, Data, and More Data!
- First Party Data
Dynata actively collects and maintains profile data on their panelists on topics that go beyond demographics to include product ownership, employment information, and many other useful characteristics. This data can be used to supplement – or even replace – survey questions. If there are things you wish you asked in your tracker survey but didn’t, these questions may have been asked and can be appended with Dynata’s first party panel. - Third Party Data
A wealth of third-party data exists that can directly benefit your tracker. Market leading consumer segmentation models, voter data, purchase data, financial data, healthcare data, etc., can be leveraged to improve what you know about participants and stand in for questions you wished you asked, can’t accurately ask, or otherwise can’t include in your existing tracker. The more granular segmentation, product, and brand insights can be invaluable and provide the missing link in explaining perceptions of brands and products. Dynata works directly with third party agencies in partnership to append additional data of respondents to the survey data you are already collecting. - Customer Data
When working through tracking research, it is likely that you or your end client have a significant amount of data on past and current customers including purchase and service history and other CRM data. Matching to Dynata’s panel in a way that removes PII (Personal Identifiable Information) but allows you to link survey data to the data you own, can allow you to dive deeper into questions you don’t currently ask. In turn, gaining more accurate insights into how well you’re meeting customer needs by relating their perceptions to your relationship with them.
Connect, enrich, and activate your data through Dynata’s Connected Data capabilities.
For more information on our approach to Brand Tracker Research, check out our E-Guide Tracker Module titled “10 Things to Keep in Mind When Planning Your Next Brand Tracking Study” written by our very own Research Science Center team.