Why Read This
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.