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Research papers

Tracking What Matters

Traditional brand tracking has long relied on predefined attributes, often derived from qualitative research or stakeholder input. While effective, these methods risk overlooking the dynamic and evolving ways consumers engage with brands in real...

Catalogue: Congress 2026
Authors: Imran Khan, Fiona Buchanan, Adhil Patel, Kyle Findlay, Aldu Cornelissen
Companies: MDI, Kellogg Company (Kellanova)
January 1, 1970
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Citation

Khan, Buchanan, Patel, Findlay and Cornelissen (1970a, January 01). Tracking What Matters. ANA - ESOMAR. Retrieved April 17, 2026, from


https://ana.esomar.org/documents/tracking-what-matters