Dynamic Tracking

In the political world, the best tracking research does not just tell you whether the ballot, favorability, and attribute numbers have moved a couple points (essentially the analogue of typical corporate tracking polls).  That is of course critical information, but it is also critical to understand how voters’ underlying attitudes that drive poll tracking numbers are changing, whether it’s time to shift targeting efforts ­to different population segments, and how your current messages are faring against the opponent’s latest messages.  Compared to the backward-looking tracking of traditional corporate market research companies, what we are talking about is dynamic tracking.

Applied to the corporate context, dynamic tracking gives you all the basic numbers you get from customer satisfaction or other poll tracking studies, but it also gives you the information you need to know what impacts you are having at a deeper level, the extent to which you are succeeding in changing the dialogue of the entire category as opposed to just talking within the old dialogue, whether your current communications campaign is getting stale, and the specific ways you might evolve communications to maximize impacts moving forward.  In other words, all the information that poll tracking research ought to provide.

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