The decision to move brand tracker studies from one platform to another involves careful consideration. No one moves just to move - instead, they do so to capitalize on benefits such as improved features, cost savings, and better alignment with business objectives.
But moving can be scary, and it’s reasonable to feel anxious when the topic arises. Below, we outline several common concerns and how to alleviate them to make your transition a positive one.
Why Migrate Your Tracker In the First Place?
If you’ve been running the same tracker for a number of years, the odds are good that it’s time for an update. As you plan to update your tracker to adjust to consumer and business changes over time, it’s also a good idea to evaluate your current survey platform. Is it still serving your needs? Will moving your tracker save money in the long run? Can a new platform provide better speed to insights? These are just a few questions to ask yourself.
At IntelliSurvey, we pride ourselves on getting everything “just so” when brand trackers are migrated to our platform. We know that leaving the old behind to make room for the new can be uncomfortable, so we’re here every step of the way to ensure a smooth transition.
Common Concerns and How to Overcome Them
Data consistency and comparability
If a brand tracker is moved from one platform to another, there is the legitimate risk of losing the ability to trend new data with historical data.
To address this, IntelliSurvey recommends running your new platform in tandem with the old one to compare the data before making your final switch. We also recommend waiting to make changes to the tracker itself until you’ve confirmed the transfer is processing data as expected.
Customization requirements
Brand tracker studies often rely on specific customizations to fulfill unique study requirements. Any deviation in the study design can introduce bias or confounding variables, jeopardizing the accuracy of trend interpretations.
Managing this risk involves meticulous attention to detail during the transition phase. To address any design concerns, it’s important to find a partner with a reputation for customizability who can ensure that your survey looks, feels, and functions exactly the same on the new platform.
Integration with existing systems
Integration with existing systems is a valid concern when migrating a brand tracker. While new tools may eliminate redundancy or excessive workarounds from legacy systems, the implementation may temporarily disrupt existing workflows (in a good way).
Any time IntelliSurvey onboards a new tracker study, compatibility is evaluated to determine if additional strategies are necessary to streamline data flow. For example, APIs could be used to import and/or export data, and IntelliSurvey has powerful tools for controlling brand lists through concise spreadsheets that help make programming categories and geography much more efficient than other traditional methods.
Learning curve and training needs
Transitioning to a new platform involves a learning curve for all users, from programmers to researchers to analysts. It is not uncommon to have concerns about the need for training to get team members up to speed on the new system.
To minimize the workload when moving to the IntelliSurvey platform, we have numerous support mechanisms in place, including a dedicated onboarding manager for IS Pro, client training sessions, robust documentation, a video library, live chat during business hours, and extended support coverage available beyond the normal US workday.
The IntelliSurvey Difference
With 20+ years of experience running brand tracker studies, IntelliSurvey has established an impeccable track record for reliability, flexibility, and high-touch customer support. Our team has yet to meet a survey customization request we can’t handle. If you’d like to learn more about how we can support your tracker or other survey needs, please contact us today.
