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For Customer Insights Professionals

Combining Survey Research And Behavioral Tracking Creates Deeper Insights

Insights And Lessons Learned From Forrester's Social Media Behavioral Tracking Study

May 31, 2012

By Gina Sverdlov with Reineke Reitsma, Bryan Donovan, Samantha Yanling Jaddou

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Why Read This Report

When it comes to gaining quantitative consumer intelligence, market insights professionals can use a wide array of methodologies — including behavioral. Many market insights professionals currently rely solely on survey research to address consumer insights needs. But depending on the type of business issue at hand and the level of granularity needed to address it, market insights professionals increasingly incorporate behavioral tracking insights to their research mix. This report describes when it makes sense for market insights professionals to turn to behavioral tracking to supplement their existing market research, outlines the challenges and opportunities involved when combining survey research and behavioral tracking, and examines Forrester's behavioral insights case study on social media behavior.
Tags: Emerging Market Research Strategies, Market Research, Marketing & Strategy, Media Mix, Social Media
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TABLE OF CONTENTS

  • Behavioral Research Adds Value To The Treasure Trove Of Options
  • Merging Behavioral Data With Survey Data Requires A Process

  • RECOMMENDATIONS

    Survey Research And Behavioral Tracking Create Actionable Insights
  • Supplemental Material
  • Related Research Documents
 
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