Name: Longitudinal research trends
Uploaded: 2022-02-25T13:57:08.465Z
Duration: 142.55
Description: Longitudinal studies might last weeks, months, or even years, but they can aid in the discovery of a complicated pattern of impacts. This time-intensive study would still be a hit in a fast-changing world. Amelia Strobel addresses whether or not longitudinal research is still a notable tool for market researchers.

Longitudinal research trends.vtt

English

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So within Mars, we've been
doing longitudinal tracking

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since before I started.

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And we do it purposely.

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Meaning that we want to make
sure what we're tracking is

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something that will be actionable.

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So we have a tracker that's been
in place for many years that tracks

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our digital assets of our brands to
see, are they becoming more and more

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important to consumers over time?

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And that's one we will
not walk away from.

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I think also from a longitudinal
perspective, the way that we do the

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tracking is shifting a little bit.

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We're embedding more implicit tracking
from consumers so that we're able

{{00:01:03}}
to see, even though they can't say
what they think about a certain

{{00:01:10}}
colour on a brand or an image on a
package, we're able to implicitly

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see is it a sharp connection
or quick connection with them.

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So that's one example.

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From other longitudinal studies that
we have in COVID, we actually did

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start a longitudinal study on COVID.

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And that included a couple
of different data sources.

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So it was looking at social listening.

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It was looking at actual on the
ground, what was happening with

{{00:01:53}}
consumer behaviour, integrated
some of the regulatory and

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the government pieces of it.

{{00:01:58}}
And so the 18-month period, we were
able to use that longitudinal study

{{00:02:03}}
for us to understand what were
the patterns and of those patterns

{{00:02:08}}
to give confidence to the senior
leaders about what they should

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see once we emerged from COVID.

So within Mars, we've been
doing longitudinal tracking

Meaning that we want to make
sure what we're tracking is

So we have a tracker that's been
in place for many years that tracks

our digital assets of our brands to
see, are they becoming more and more

And that's one we will
not walk away from.

I think also from a longitudinal
perspective, the way that we do the

We're embedding more implicit tracking
from consumers so that we're able

to see, even though they can't say
what they think about a certain

colour on a brand or an image on a
package, we're able to implicitly

see is it a sharp connection
or quick connection with them.

From other longitudinal studies that
we have in COVID, we actually did

And that included a couple
of different data sources.

It was looking at actual on the
ground, what was happening with

consumer behaviour, integrated
some of the regulatory and

And so the 18-month period, we were
able to use that longitudinal study

for us to understand what were
the patterns and of those patterns

to give confidence to the senior
leaders about what they should

Trend

Longitudinal studies might last weeks, months, or even years, but they can aid in the discovery of a complicated pattern of impacts. This time-intensive study would still be a hit in a fast-changing world. Amelia Strobel addresses whether or not longitudinal research is still a notable tool for market researchers.

Market research

Digitisation

Longitudinal study

Information overload

Research design

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Amelia Strobel

Global Strategic Innovation & Insights

For a long time, longitudinal study and tracking have been one of the most well-known themes in the market research industry. In addition to digitization, Strobel anticipates that this trend will keep its hype.

Longitudinal tracking

Longitudinal tracking is evolving in response to changing client needs and post-pandemic responses. Embedding more implicit tracking began to gain traction because it allows for a faster connection between the product and the customer.

Implicit tracking

To track customers' experiences throughout the epidemic, worldwide longitudinal studies increased the frequency of their surveys significantly. Understanding the new trends, according to Strobel, gives leaders confidence in their ability to predict future customer behaviour in the event of a pandemic.