Is a change in design out of the question? ~ The Pitfalls of Time Series Surveys ~

A tracking survey that captures time-series changes and trends in brand strength and actual market conditions – The key is use the same survey design and content to allow time-series comparisons. That said, by focusing so much on year-over-year comparisons, is it possible that you’re not keeping up with changes in the research environment?
Let’s pin down the key points of consistently obtaining data that accurately reflects the reality of the target market.

*3: i-Tile®
INTAGE offers an original format where responses do not differ based on whether a computer, smartphone, or tablet is used.
INTAGE has been using i-Tile as our standard format since 2012.
Please see here for more information (including the verification results).

*4: Proposal
When aiming to update a tracking survey while also making year-on-year comparisons…
(1) When expanding the survey design such as adding age groups or regions, tabulate the data in two ways: one with the same design as the previous year and one using the new design.
(2) For updates that will lead to changes in data trends, such as a change in survey method, it may be best to conduct both the previous method and one using the new method in parallel. In either case, year-on-year comparisons using the new design or method will be possible from the next survey onward.