Research Now Unveils Data Enhanced Tracker Tool

Digital data collection specialist Research Now has launched a tool called SmartTracker, allowing clients to connect existing tracker survey data directly to a range of other information sources.

SmartTracker enables new tracker studies to be designed with a more complete view of consumers, with benefits such as shorter, more focused surveys. It can currently integrate third-party data such as segmentation, financial, life stage and automotive, to deepen understanding of consumers and enhance analysis. In addition, the firm's first-party profile data with more than 1,100 attributes can be used to supplement or replace existing survey questions; advertising exposure data can be integrated to increase understanding of the impact of ads on key brand metrics; and customer behavior data can be linked to survey data.

Roddy Knowles, Director of Product and Research Methodology, (pictured) comments: 'Preserving methodological integrity while increasing the relevancy of trackers, we are providing new takeaways from the data and enhancing the depth of data collected to better fuel insights. By integrating additional data to these important longitudinal studies, our clients are able to better leverage existing tracker research as well as make new tracker surveys shorter and more focused - a big win for these traditionally lengthy surveys'.

Web site: www.researchnow.com .