Tracking Methods

Tracking methods can be used to track consumption and performance (Best, 2005). Tools such as customer surveys, customer panels, and scanner data can be used to track product awareness, intention to purchase, and ratings of performance relative to competing products (Best, 2005). New insights from customers can also be identified from careful studies of customer feedback regarding the product both during and after the launch (Benedetto, 1999). Another method that can be used to collect data with respect to consumption and performance is focus group interviews (Ozer 1999; Aaker Kumar and Day 2001). In focus group interviews, approximately 5-10 consumers or product experts are involved in an in-depth discussion about a topic introduced by the discussion leader. Topics can, for example, include possible feature additions, product modifications, or experiences from using the product.