A Rolling Tracker is an ongoing daily survey, that efficiently measures consumer behaviour changes as and when they happen.
This helps inform and understand market patterns and the forces behind those patterns, ultimately feeding into client strategy.
These trackers are useful for high unit value markets such as telco, personal computing, pharmaceuticals and financial services etc.
Similarly areas where the complexity of reporting and sheer volume of information inhibits 24/7 tracking, such as media consumption,
are well suited to this innovative, respondent centric approach.
HOW DOES IT WORK
Fly offers a very efficient and robust methodology for running a Rolling Tracker, helping clients take advantage of opportunities to develop and launch new products or services, as well as fine-tuning their existing offerings.
This can make all the difference between success and failure for Advertisers and give them the opportunity to react fast.
Important information about the Rolling Tracker
A uniquely designed tracker, that has 13 studies running a year (every 28 days) and panelist's answer surveys every day of the year. Example – For a panel of 2,800 members, we will interview approximately 100 panelists every day,
which enables FlyResearch to record the most recent events like 'the last 50 people to make a switch', or 'how many people in the last week bought product X', etc. This helps not stretching the recall and records events much more accurately.
However there are a couple of considerations:
Awareness needs to be top of mind
A high quality, engaged panel is required
It is important to understand the "rolling" bit of the tracker. In conventional trackers a sample of panelists are invited every 30 days, then a different set of panelists are invited, but with the Fly way of working, the standard error of change is hugely reduced by going back to the same people.
There is no "between sample error" because there is only one sample so a continuous panel is c. 8 times more accurate at measuring change.
It is hugely beneficial to have daily data being measured (even if it's a small sample) for the following:
Weekly/rolling weekly data
Client financial periods
To match other datasets (e.g. purchase panels)
"Tight time periods" based on sudden market changes (competitive launches, new adverts, market problems etc.)
The Fly Rolling Tracker runs using a Non-linear surveys tool, which has the 'look and feel' of a website. This has been especially designed to ensure panelists have a better experience so they only need to record situations where a change has occurred which makes it easier and quicker for them to complete the tracking survey.
So, surveys are less frustrating, take less time and produce more insightful results.
It's crucial to accurately track the key activity of 'Marketing Changing Events' (MCEs), in high unit value markets. Some of the examples of 'Marketing Changing Events' (MCEs) are upgrading, buying, switching a mobile phone handset, changing or opening a new bank account etc. these can be captured right to the day with Rolling Trackers.
Once the Rolling tracker is fully set-up, we can create additional 'sleeper surveys' (or various ad-hoc studies) at very short notice. A sleeper survey is automatically triggered by a panelist reporting a MCE (Marketing Changing Events) within 28 days of change in any event. This survey is specifically designed to obtain real insight and
an understanding of the reasons behind the change whilst the rationale is still fresh in the respondent's mind.
Advantages of commissioning a Rolling Tracker with Fly
Making better decisions faster – Clients get access to consumers in days rather than weeks and at a fraction of the cost of traditional surveys. This means you can make better decisions faster and more cost effectively.
Accurate measure of Information – Measures changes while fresh in the respondents' minds as we only ask about events that have just taken place.
Sleeper surveys – Automatic sleeper surveys capture insight from high value targets and switchers, as soon as a change in behaviour is noticed.
Excellent survey techniques – Respondent fatigue is minimised by the lack of repetitive questioning, so panel retention and repeat surveys are extremely high (85%+)
Flexible reporting – We offer huge flexibility on reporting due to daily collection of information, which means we can work around our client's requirements and deadlines.
Additional information – We can launch additional surveys across the period of the tracker to measure the views, attitudes and opinions of respondents in more detail either on an ongoing basis, or as a one-off survey.
We can deliver Rolling Tracker study results for any time period due to the flexibility of the daily reporting - last month, last week, this season to date, or even over the last 23 Wednesdays. All options are available.
Results can be delivered in Excel, SPSS and PowerPoint files depending on the client requirements, timescales and budgets.