Rolling research
Top Team — Rolling research for business.
Reliable data for confident business decisions.
- + Rolling
- + Daily
- + Trend
- + 5–7 days
- + CATI
- + Dynamics
Rolling research at Top Team
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Research at Top Team
Rolling research for business
Rolling research for business
Rolling research is a quantitative method of continuously tracking an indicator over time. Each day a small but representative sample is surveyed, and then the data of the last 5–7 days is combined using a moving average. This removes random fluctuations and shows the real trend.
Top Team runs rolling research using telephone surveys (CATI): you get a daily picture of how an indicator changes — for example, attitude to a brand, a public figure or a reaction to media events — and see the dynamics almost in real time.
The key advantage is linking a change in the indicator to specific events: an ad campaign, a news trigger or competitors’ actions.
What we do
Rolling research is used for different tasks:
- tracking brand awareness and image
- monitoring attitude to a person or company
- measuring reaction to ad campaigns
- tracking sentiment during events
- pre-election rating monitoring
- controlling the effect of news triggers
- daily monitoring of key metrics
What the service includes
The service covers questionnaire design, daily sample design, continuous fieldwork (CATI), moving-average calculation, quality control and regular reporting on the indicator’s dynamics. You get updates on an agreed schedule.
How we work: stages
Work runs in stages: brief and goal, questionnaire and sample design, launch of daily fieldwork, moving-average processing, regular reports. The method runs continuously, so you see the trend rather than a single "snapshot".
Methodology and approach
We combine CATI infrastructure with correct moving-average methodology: daily sub-samples are representative, and combining 5–7 days smooths random fluctuations. This gives reliable dynamics rather than daily "noise".
Who needs it
Rolling research is for when time dynamics matter:
- for brand monitoring during a campaign
- for tracking reaction to events
- for campaign teams and ratings
- for day-by-day ad effect assessment
- for reputation control in a crisis
- for tracking audience sentiment
- when you need a trend, not a one-off slice
Data quality and result
We are accountable for the representativeness of daily sub-samples and correct moving-average calculation. The method smooths random fluctuations, so you see the real trend. We honestly state the margin of error and explain how to interpret the dynamics.
From data to decisions
We turn the data into conclusions and apply them in marketing strategy, positioning and advertising. You get not just figures but actionable recommendations.
Why businesses choose Top Team
We combine sociological methodology with marketing expertise: we build the sample correctly, control fieldwork and present results in business language. You get reliable data and clear conclusions ready to use in decisions.
Other research methods
Within marketing research we also offer:
- Social Surveys
- Sociological research
- Telephone surveys (CATI)
- Panel research
- Hybrid survey
- Face-to-face surveys (PAPI)
- Exit poll
- Focus Groups
- In-depth Interviews
- Expert Interviews
Part of the Top Team Marketing Research service
This service is part of marketing research from Top Team: quantitative and qualitative methods — data for confident business decisions.
Order research at Top Team
If you need to see an indicator’s day-by-day dynamics, leave a request via contact Top Team — we will discuss the task and propose a monitoring scheme.
Related methods: panel research · brand research · market research · hybrid surveys. Full list in our marketing research section.
More in the blog: CATI vs CAWI vs CAPI
Our clients
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Leave a request — we will clarify the task, suggest a method and calculate cost and timelines.
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We would like to hear more about your project
A continuous survey where a small sample is surveyed daily and the data is combined over 5–7 days using a moving average.
It removes random daily fluctuations and shows the real trend.
Regularly on an agreed schedule — up to daily updates.
By telephone survey (CATI) with a representative daily sample.
For tracking reaction to campaigns, events and news triggers over time.
It depends on monitoring duration and daily sample size. We give an exact price after the brief.
Yes. The method shows the link between an indicator change and specific events.
Yes. Rolling is widely used for daily rating monitoring.
Usually from 1–2 weeks to see a trend; we agree it to the task.
Regular reports with the indicator’s dynamics, conclusions and recommendations.