What is "Behaviour Tracking"?
Traditional research methodologies often provide insufficient research findings because they are limited to the memories and perceptions of the participants. ResearchGuru provides a solution that mitigates these shortcomings by using Behavioural Tracking technology which delves into the subconscious mind to gather as much information as possible regarding participant response to stimuli. Behavioural Tracking technology works by recording and analysing the real-time behaviour of participants as they are exposed to different stimuli such as point of purchase displays, television advertisements, billboards, posters and websites. We use various tools and techniques to gather genuine, reliable information including;
• Emotional Response Trackers
• Fixed View Trackers
• Behaviour Studies
Tracking methods are ideal for market research projects on consumer behaviour, where traditional research approaches including surveys and interviews fail to determine how various factors such as buying habits and advertising affect the consumer’s final decision to make a purchase. Behavioural tracking is much more effective than asking participants to recall events. It also provides a wealth of data for researchers, as well as a means by which they can go back to consumers and ask them about specific activities.
How it work?
Behavioural tracking includes a range of technologies and techniques such as "Consumer View Tracker". Consumer View Tracker can be used in conjunction with smart phone features including GPS and GoPro cameras. This works by asking participants to record videos, take pictures and share their GPS data which is then uploaded to our servers to facilitate data analysis. Behavioural tracking is a useful tool for testing the effectiveness of television commercials, which tend to be viewed more passively than other forms of advertising. It is even more effective when combining Emotional Response Trackers with Fixed View Trackers.
Consumer View Tracker (CVT): CVT can record real-time participant behaviour in retail environments in order to gather data based on actual shopping experiences. Follow up interviews can be used in union with the technology to gain further insight into the participants’ purchasing decisions. Through shopper insight studies, respondents' physical and psychological reactions to stimuli can be recorded; enabling us to understand the decision-making process that leads to a purchase. CVT is not limited to understanding the decision-making process, as it can be utilised to gather information on other areas such as store layout design.
Fixed View Tracker (FVT):
FVT is a tool that uses eye tracking technology which precisely monitors and records what the participant is looking at. This tool can be used to evaluate various marketing material including print, television advertisements and websites. Emotional Response Tracker (ERT):
Another tool at our disposal is Emotional Response Tracker (ERT), whereby we utilise Galvanic Skin Response (GSR) to record a person's emotional arousal level when exposed to stimuli such as sales and marketing materials. When using FVT in unison with ERT, we can decipher the specific elements of a television advertisement that evokes an emotional response.
It is important to study consumer behaviour because their actions are sometimes contrary to what they say. For instance, people often underestimate their true calorie intake or tend to report their favourite brands rather than those which they actually use. Video recordings of their meals may enable us to measure exact calorie intake.