Track to the future: Keeping brand trackers relevant with Horst Feldhaeuser Now that's Significant

This episode of the Now That's Significant podcast features a conversation between Michael Howard, Head of Marketing at and photos, and Horst Feldhaeuser, Group Services Director at Infotools. They delve into the critical topic of brand tracking studies and their continued relevance in the ever-changing market research landscape. The discussion centers around the need for constant review and improvement of these studies to ensure they remain effective and insightful. 


Horst emphasizes the importance of adapting to evolving consumer demographics and utilizing technology advancements. He highlights the need to move beyond traditional survey methods and embrace new data collection techniques, such as passive data and social media analysis. Additionally, he stresses the significance of streamlining data delivery processes and leveraging advanced analytics tools to extract meaningful insights efficiently. 


The conversation underscores the balance between maintaining consistency in tracking studies while also embracing necessary changes. Horst encourages industry professionals to challenge the status quo and actively seek innovative solutions to enhance the quality and effectiveness of brand tracking studies. He emphasizes the ultimate goal of supporting informed business decisions and maximizing the value of these studies in today's dynamic market environment. 


Top 5 Takeaways:


**Brand tracking studies remain relevant but require continuous evaluation and improvement.


**Adapting to changing consumer demographics and leveraging new technologies is crucial.


**Explore alternative data collection methods like passive data and social media analysis.


**Streamline data delivery and utilize advanced analytics tools for efficient insights.


**Embrace change and challenge the status quo to enhance the value of brand tracking studies.


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We hope you enjoy the show.


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Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.


Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.


Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.


While we don't facilitate market research surveys, we make it easy for to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.


One of the most powerful features of Harmoni is Discover is a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.


Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.