Never before in history have researchers had so much data available to give them insight about their clients. Recently, new behavioral data collection techniques have emerged, especially in the digital field(work). It’s now possible to track (and gather data on) most (if not all) of an individual’s digital activity. But how can data collection companies keep up? How can they engage with their participants so that they let the researches track their complete digital lives? The answer is trust.
TRUST is the KEY to ENGAGING PARTICIPANTS
A person only allows others to follow her/his habits if they have a trusting relationship. Technology has evolved and made it possible to passively follow on consumers’ digital lives through tools such as Wakoopa. Now the question is: why would ordinary people allow a company to track everything they do on a screen? Yes, they do it for incentives, but they also do it because they want to share their genuine opinion so that companies can offer better products and services—in the long run, it’s about creating a better world. What we have learned with the Netquest panel is that if a) the consumers trust the panel they are participating in and b) communication about what will be tracked—and for what purposes—is clear, they’ll let a company track their behavioral. That’s not all it takes, but it’s the minimum. You must meet these criteria before asking someone to install software on all their devices to continuously gather data on their browsing habits. That’s also why we only invite our panelists to join our Behavioral Data Collection Platform after they have been participating in our surveys for a few months.
A RELATIONSHIP and clear COMMUNICATION are the MINIMUM REQUIREMENT
Making sure that participants know they can uninstall or pause the tracking software whenever they wish wins their trust. It is also important not to neglect the incentives (rewards) they will receive for letting the company monitor their behavior, though we are confident that this is not the main factor in most people’s decision. Humans need to place trust in others and be willing to share their opinions so that the world can continue changing—people like being listened to. By following these rules, conversion rates as high as 80% can be achieved.
PEOPLE WANT to have their VOICES HEARD
More than 40.000 PEOPLE ALREADY ALLOW us to TRACK THEM. The era of big data has arrived, and the tech-equipped Market Research Industry is already prepared to do much more. The overwhelming majority of the studies carried out and insights generated do not fully leverage technology. We recommend that you give behavioral data collection a try. Bruno:Paro Bruno Paro Managing Director – Netquest USA & Canada Netquest

RELATED ARTICLESMORE FROM AUTHOR