Insights Without Asking
More and more people are wary of answering the door to strangers or too busy to spend time responding to market research surveys. As a result, response rates to research studies have been steadily falling over recent years. Technology (in the form of Caller ID, ansaphones and video entry phones for example) has made it easier for people to avoid interviewers altogether.
But technology also now allows us to measure behaviour without surveys, employing what are termed ‘passive’ techniques. In other words, we do not need to ask respondents to answer questions; instead, we can (with their permission) track behaviour automatically through devices they use in the normal course of their day such as smartphones, tablets, PCs, television sets and so on.
