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MicroTracker Automates the Tedious ATU and Frees You for More Creative Work
By Cobble Hill

Every job has those moments: “If only I didn’t have to do this mindless task then I could…” We’ve all been there. And in market research, there is plenty of drudgery to go around.

But what if there was a way to spend 75 percent less time on setting up and managing your tracking study?

Take the usual Awareness, Usage, and Trial (ATU) market research. It’s an indispensable component of keeping—or finding—your competitive edge. But once the fun and exciting part of creating the KPIs and the questions is done, the repetitive, tedious work begins.

Create or duplicate tracking survey.
Exclude previous respondents from sample.
Re-field survey.
Combine wave data.
Filter wave data.
Rinse.
Repeat.

And then you have to find time for the part you really signed up for: analyzing the results and finding your brand’s story in the market.

In his famous economic treatise, The Wealth of Nations, Adam Smith said, “The greatest improvement in the productive powers of labour, and the greater part of the skill, dexterity, and judgment with which it is anywhere directed, or applied, seem to have been the effects of the division of labour.”

This got us thinking. What if we used our Microsurvey product to automate the aspects of a tracker survey that can be and thus reserve our mental power for deeper, creative reasoning? A true division of labor between human and machine, where machines get to do the tedious, repetitive work, and humans are free to apply their unique talents to unpredictable, analytical work.

With this inspiration we’ve launched our newest product, the MicroTracker, which adds a time element to our already well-known MicroSurveys. You, the user, are now empowered to tell the software how to execute tracking studies over time on your command, and you are left to interpret, understand and customize the wave data.

Seriously. Watch our video to see for yourself!

In so many ways the MicroTracker is perfectly aligned with the history of high-tech. Starting with the onset of the printing press, which allowed publishers to scale and mass produce books and newspapers based on the simple first principle of taking a single thing and making multiples of that thing in quick succession over time.

The modern-day analogy is the timeline. Look at Twitter or Facebook—they are digital documents of your thoughts and experiences over time. Indeed, this has become the dominant way we present and interact with our personal and social stories—and it is all being done through automation. We, as users, on the other hand, spend our time soaking it all up and sharing and discussing what we find meaningful in these streams of thought.

InCrowd’s new MicroTracker is definitely apace with the speed and agility that technology and automation bring, and it also comes with the deeper innovation that nothing really happens without the final exertion of the human touch and intellect.

In that sense, the MicroTracker is a true synthesis of automating what can be automated, and leaving the higher, more analytical tasks to you. Take a test drive today!

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