How often should the study be repeated?
A commitment measure is essential in order to fully understand consumer behaviour. Therefore, the Conversion Model should be at the centre of all information collected about consumers. If the Conversion Model is included in continuous tracking studies, the segments should be monitored on a continuous basis, although in-depth analysis may be conducted every 6 months or so. For strategic U&A studies, the Conversion Model should be included every time the U&A study is repeated – roughly every 12 to 18 months.
