Continuous research is a research conducted regularly by an organization for the purpose of tracking various parameters as follows:
- Advertising Tracking
- Brand Health Tracking
- Customer Satisfaction
- Media Monitoring

All products and services are promoted and brought to their clients through numerous activities conducted by the organization everyday. For an organization to gauge what works and what doesn’t it can be virtually impossible to correctly analyze its actions without evidence. Continuous research provides this evidence since it is able to give ‘before’ and ‘after’ pictures to the organization.

Tracking what gives a spike to consumer like/ dislike, or how an advertisement is interpreted, when an advertisement has reached ‘wear out’, how competitive activity is received, seasonality effects, are just some of the variables that an organization can test its products/ services for- through continuous research.