The future of tracking studies

Nigel Hollis, global strategic planning director for Millward Brown, recognises that tracking studies are at a crossroads.

The Future Of Tracking Studies

Nigel Hollis Millward Brown

Evolution is a discontinuous process, no less for research methodologies than for the natural world. Tracking studies have been with us for over 50 years now. Every couple of decades has seen a new approach that caused a leap forward in the acceptance and utility of the discipline. These leaps have typically been driven by a combination of changing  needs, understanding or data-collection methodology,...

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