Tracking studies are multi-part survey research that enable an organization to measure change over time. There are many national opinion polls that are tracking studies, including the Survey of Public Participation in the Arts, which measures arts attendance across the U.S. every five years. Individuals organizations can spearhead something similar. Tracking studies are nearly always quantitative (survey) research, since in order to identify statistically significant changes we need large enough sample sizes that qualitative research typically doesn’t allow for.
Many non-profits have goals for change in their audience – whether it’s wanting to reach a new, underserved segment of the overall population or needing to improve satisfaction in particular areas. Findings from tracking studies serve as one measure of success, providing organizations with key information about how well they’re reaching their goals.
Tracking studies can be started at any time. Often we will begin with one set of goals, measure those, and then add/delete questions to the survey to meet new goals each year, keeping the key tracking questions the same.
We first determine what the clients’ objectives are and how best the tracking study can serve them. Once we’ve finalized the target audience (e.g. subscribers, freshmen, lapsed members, etc.) we write the survey and determine the best methodology. After overseeing the fielding, which could be on-site, online, phone, or any other quantitative method, we create a report which will enable us together to easily track and monitor changes over time.
