Increasing buyer bargaining power is forcing businesses to focus more on understanding their consumers and using customer centric insights to make informed decisions.

For years, we have used traditional online market research to help us understand our consumers, relying on their detailed opinions to provide insights into sentiment and behaviour. However, gathering reliable behavioural data and insights using traditional methods, becomes increasingly difficult with the shifts towards bite-sized information consumption, shorter attention spans, and mobile technology.

Passive Meter allows us to gather actual behavioural data without the limitations of self-reporting and recall – what consumers are doing, where they’re going, and for how long. Together, alongside survey data, Passive Meter can effectively provide us various insights to build a comprehensive picture of our consumers.

New opportunities to seamlessly gather and utilise data, and most importantly close the gap between respondent sentiment and actual online behaviour, is underpinned by the integration of services into our lifestyles through mobile technology, online shopping, banking, and communication.

In our study, we passively tracked behavioural data for an entire month to explore if consumers’ perception of their online activities reflected their actual online behaviour.

From our comparison of Passive Meter data and survey responses, we found that only 26% and 29% of respondents were able to correctly assess how much time they spent on their desktop and mobile respectively.

The results clearly demonstrate that people have difficulty with recalling past online behaviour as it is too complex – making it even harder for respondents to determine if there were possible changes in online activity, a commonly asked question in market research.

Passive Meter removes the guess work for respondents and businesses – creating a complete picture of consumers. The continual collection of data using this method provides reliable, measurable, and accurate insights around online behaviour over time.

Passive Meter complements survey data to provide real insights to what motivates consumers and why consumers behave the way they do.

This is where data meets opinion.