Passive Data Sharing Apps
By tracking behavioural data across a wide range of devices, researchers can get a fuller picture of the customer journey. So-called “digital meters” (e.g. apps tracking your data) give researchers this data by continuously transmitting data points like your location and browsing history. This type of passive data tracking is often used in combination with online surveys.
As compensation for providing permission to share their data, users are usually offered gift cards such as Amazon or payments through PayPal.
Metering & tracking panels:
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How behavioural data is used in market research:
- Linking Survey Data with Behavioral Data: Survey data can be connected with behavioural data, such as website or app usage data, to see how attitudes and behaviours are related. This can help researchers understand how consumers behave in the real world and make more informed decisions.
- Integrating Survey Questions into Behavioral Data: Survey questions can be integrated into website or app usage data to understand consumer attitudes and behaviours. For example, a company may ask users to complete a survey after using their website or app to know why they used it and what they liked or disliked about the experience.
- Cross-Tabulating Survey and Behavioral Data: Survey data and behavioural data can be cross-tabulated to see how different segments of consumers behave differently. For example, researchers can compare the behaviours of those who answered “yes” to a certain survey question with those who answered “no.”
- Using Behavioral Data to Enhance Survey Responses: Behavioral data can enhance survey responses by providing context for the replies. For example, suppose a consumer answers a survey question about a recently purchased product. In that case, behavioural data can be used to confirm that they bought the product and provide information about the purchase context.
By combining behavioural data with survey data, researchers can gain a more comprehensive understanding of consumer attitudes and behaviours. This can help companies make more informed decisions about product development, marketing, and customer experience.
