Awareness is the single most important marketing variable in many product categories.
The strategic management of brand image is one of the most important goals of marketing. Interviews for tracking studies may be conducted continuously or periodically. Smoothes out the effects of short-term disturbances such as adverse publicity, new product introductions, bad weather, etc. Provides better competitive information. The interviewing is ongoing and not biased to the media schedule of one brand as tends to happen in wave tracking.