Continuous Tracking: Tracking at the Crossroads

Gordon Pincott

No one wants to hear that the car that has always felt safe and comfortable now needs a major overhaul. When the ride has always been smooth, it's hard to believe that the engine will soon be straining to get the car up hills.

But for those of us behind the wheel of continuous tracking, that's how it feels at the moment. We are still moving forward well enough, but signs we pass along the road are warning of tough conditions ahead. Are the wheels really going to fall off around the next bend?

The drive so far

Continuous tracking was invented by Maurice Millward and Gordon Brown in the 1970s to address specific client questions. Clients commissioned our early studies because they needed insight and actionable advice about marketplace events, such as the launch of new competitors or the start of new advertising campaigns, and continuous tracking enabled them to make informed marketing decisions that helped grow their brands.