Toluna Launches Real-Time Tracking Insight Tool

Online community and survey technology provider Toluna has introduced a service called TolunaTracking, combining reporting, analysis and visualisation with statistical matching methodologies, to enable researchers to extract insight from tracking studies in real-time.

The new service merges the TolunaAnalytics product with the company's SmartSuite of tools, through which market researchers can tap into proprietary, patent-pending methods for sampling, weighting and linking of data sources. TolunaTracking allows researchers to analyze results in real-time and run ad hoc custom reporting to find 'root causes', rather than waiting until the end of a reporting period.

Clients can also use the service to manage quality and data consistency, and consider new respondent sources. Potential survey respondents can be selected according to demographic, attitudinal and behavioral characteristics that match those of the target population.

John Bremer (pictured), the firm's Chief Research Officer, comments: 'Unlike methodologies that place limits or controls on the sources from which they might select respondents, our SmartSuite methodologies open the door safely to just about any potential respondent irrespective of their originating source. SmartSuite offers a trustworthy solution to brands that are concerned about migrating tracking studies from telephone to online, online to mobile, or moving from one supplier to another irrespective of the interviewing mode.'

Web site: www.toluna-group.com .