Global Tracking Research

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Gain a comprehensive, global view of the health of your business. Increase effectiveness in your markets and reduce business risk with GMI's advanced business intelligence tool. Contact us

Managing a global business requires a global solution for tracking research. Business has become increasingly global in scope. Profit centers, management teams and product lines are now responsible for managing their business globally, yet their business intelligence infrastructure is typically national or regional in scope.

The resulting lack of timely and comparable data across the global business landscape makes business decisions more risky. By combining state-of-the-art technology, unrivaled geographic coverage and real-time data collection, Integrated Global Tracking (IGT) reduces business risk and increases effectiveness in every market you serve.

A holistic view of customers

Unlike traditional scanner data, IGT provides a multi-faceted, holistic view of the customer. The tracking research data includes:

• Behavioral data
• Recall of products and services consumed, habits and practices
• Attitudinal data
  Self-assessment of perceptions and beliefs
• Demographic data
  A comprehensive profile of the individual respondent
• Technographic data
  An optional profile of the respondent's technical environment

Longitudinal tracking research of global issues

IGT allows you to evaluate a variety of global business issues over time. Some specific applications include:

• Brand awareness and acceptance
• Marketing and advertising effectiveness
• Current and projected market share
• In-market product quality
• Consumer sentiment
• Purchase intentions

How IGT works

Each tracking research solution is tailored to match a specific business requirement. With geographic reach across more than 200 countries and territories, and a global services team available 24x7x365, GMI can design a tracking research and reporting solution that satisfies your information needs.

• Geographic coverage
  GMI offers a single-vendor solution for global data collection. Interviews can be conducted in more than 200 countries and territories and more than 30 languages. Start with a set of pilot countries, or launch globally from the start.
• Measurement frequency
  Our longitudinal tracking research capabilities allow measurements on a weekly, monthly, quarterly, or annual basis. Use normative information, based on data collected over extended periods, to analyze trends and detect shifts in consumer attitudes over time. Real-time reporting gives you access to results at any time. Final results for each period are available within 24 hours.
• Information collected
  The data collected is highly customizable. By combining comprehensive data on self-reported consumption habits with a range of profile data, you'll gain insight into the "why" behind the "what".
• Integrated marketing stimulus
  You can also opt to integrate the tracking research solution with testing of campaign effectiveness. Use this option to evaluate direct marketing or other targeted marketing initiatives.

Representative sampling or targeted sampling

IGT utilizes sampling methodologies developed by demographer and GMI Chief Technology Officer, Mitch Eggers, PhD. Advanced sampling and recruiting allow accurate measurement of national populations – at a speed and cost that makes continuous tracking research on a global basis practical. Most samples can be conducted using self-administered online interviews among profiled respondents. To reach low incidence populations, those with limited Internet access, or for in-depth interviewing, telephone or central location interviews can also be added.

Flexible working relationships

We can work with your existing research vendors, offering an integrated global platform for conducting longitudinal tracking research. Or, our global client services team can work directly with you to both design a solution and manage global implementation.