Activating tracking research findings for a governmental transit authority
A governmental transit authority tasked G&R with designing a program to improve the actionability of their tracking research.
Method:
Proposed a four-prong approach to improve tracking research value: rephrasing of certain questions and scales to make them more sensitive; modeling independent variables against key dispositional measures to better understand their drivers; attitudinal segmentation of target audiences to better demonstrate advertising influence; and introduction of topical considerations so that each reporting period would have something new and topical to report on.
Result:
Turned a static, poorly-received tracking report card tool into a significant, welcomed, and anticipated learning opportunity for the marketing team.