After a small break, Brian and Andrew are back. Both came with independent lists, sat down, and went back and forth for an hour on something they have been doing together for over a decade: running brand tracking studies the right way.

Between them, they have overseen the in-field transition of more than ten large continuous tracking programs, launched dozens more, and spent years studying exactly how panel bias shows up in longitudinal data in ways that most researchers never catch. This episode is the playbook they wish existed when they started.

The conversation covers how to think about blending panels for a tracker, why your anchor panel is the most important decision you will make, how inherent panel bias gets built in through recruiting practices that panels will never volunteer to you, why over-engineering the blend is its own form of data corruption, and why NPS in a tracker is a trap waiting to spring.

If you run a tracker, manage a tracker, or are about to set one up, this one is worth a full listen.

Key Takeaways:

• Why your anchor panel is the single most important structural decision in a blended tracker

• How panels develop inherent brand bias through their own recruiting, and why they will never tell you about it

• Why NPS is dangerous in a tracker and how to use it without blowing up your trend line

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