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Insight that inspires action
 
 
 
 
 

Trackers that drive action

by Lynsey Showman, Head of Business Development at Basis

We create unique trackers for some of the world’s leading brands, incl. Tesco, TK Maxx Ray-Ban, Oakley, Aldo, Vistaprint, John Lewis and many more. In fact, we track consumer opinion across 15+ categories and in more than 25 markets.

Once we partner with clients on a tracker, we have exceptional repeat rates, with few going back to tender or disappearing altogether.

Underpinning our successes lie 5 principles we believe are critical to running trackers that truly inspire action. Without these, trackers can become an expensive way of providing data for others to digest and make sense of, or at worst, to ignore.

 
 
 
 
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Our 5 tracking principles:

 
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1) Bespoke

Our tracking starts with you, our clients – your category, your brand(s) and your strategy, meaning they measure what’s appropriate for your business.

How?

Through making it our job to understand your world. Once we do, the approach we design and content we include can be shaped and tailored into a fully bespoke tracking solution.

This means our trackers are the antithesis to the ‘one size fits all’, standardised approach commonly sold by agencies to brands wanting to measure their performance.

 
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2) Robust

As a strategic tool, tracking needs to be built on solid foundations. We execute large scale global (+ local) trackers – on time, spec and budget.

How?

We have exceptional in-house project management, scripting and data processing teams who pride themselves on their unrivalled attention to detail! They are responsible for the smooth running of all our tracking work, getting involved in everything from set-up through to high quality data delivery and beyond.

 
 
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3) Agile

Markets, consumers and brands are rapidly evolving – the context is ever-changing, and our trackers must be agile to keep up with this pace of change.

How?

As much as internal changes within your business may influence what we ask, we also make it our job to monitor broader category and brand activities, so that we can advise on how to keep your tracker relevant and fresh.

We always factor in the need to be agile when designing our surveys. As it’s a balance between being flexible with being consistent, we adopt a flexi-module model. This ensures sufficient measures are included for the purpose of monitoring change, whilst allowing for new information to be collected too.

We may also notice emerging behaviours/ attitudes and trends through the data itself, which we’d always look to explore and contextualise. More often than not, this added layer of insight comes through analysis of the surrounding data, but where this doesn’t go far enough, we can also look to additional methodologies. For example,

  • Quantitative video vox pops focusing on an emerging trend/attitude/behaviour – filmed by our online respondents but collated and edited into an engaging output by Basis Studio. This relatively low investment bolt-on can deliver huge value at the delivery stage, bringing the voice of the consumer into the tracking debrief.

  • Qualitative deep dives -as a truly integrated company, we have the benefit of sitting amongst Qualitative specialists who we can draw into the process as and where relevant. When new or surprising trends emerge, we can dig into what’s underpinning these to present the full story back to your business.

 
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4) Insightful

Trackers need to answer a business question – to tell you more than “what happened”; they need to give you strategic insight and a competitive edge.

How?

We run rigorous, best in class analysis (often drawing in our in-house advanced analytics specialists), and insight-led reporting. Our thorough analysis stage is led by our senior team, grounded in business / category dynamics and driven by insight, not data.

 
 
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5) Actionable

Trackers must show you the way forward – not just tell you what the challenges are … but also point you in the direction of the solution.

How?

Taking the insight to the next stage requires close collaboration with you, our client teams, to identify exactly which decisions can be impacted on the back of our trackers. We use this insight to build on our analysis by advising on direction and strategy. This is then fed back to the business via bespoke, multi format deliverables, created by a combination of us and Basis Studio.

“One of the most impressive aspects of Basis’ work is their relentless focus on the answering the essential business questions we give them. They quickly grasp the situation, challenges and complications, and always produce robust answers that are visually engaging, clear and actionable.”
— Insight and Customer Experience Director, Dixons Carphone
 
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Whereas the majority of our trackers are full service, we also have arrangements in place with clients who find themselves with tracker data/ outputs that aren’t actionable. Here we are commissioned to make sense of what’s there and to translate data heavy reports into succinct, narrative driven deliverables that really can inspire action.

Regardless of the type of tracker, and irrespective of whether we’re responsible for the whole process or flown in to help with delivery, our teams genuinely enjoy the challenge of ensuring each and every one can truly inform and influence business decisions.

If you’d like to hear more about how our trackers inspire action, please don’t hesitate to get in touch with me: lynsey@basisresearch.co.uk

 
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