Digital Behavior Data: Three Ways to Make Your Research Sharper
What if you didn't have to take your respondents' word for it?
Surveys depend on people remembering and reporting their own behavior accurately, and that's a lot to ask. For the past 15 years, Luth Research has layered digital behavior data on top of traditional survey work to close that gap. Here are three ways clients are putting it to use right now.
Surveys Tell You What People Remember. Not Always What They Did.
Self-report bias is a well-known problem in research. People misremember, round up, or answer the way they think they should. Passive digital tracking sidesteps it by capturing what someone does on their devices, not what they recall doing later.
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What Luth's Tracking Covers
Luth captures close to 99% of what people do across PC, smartphone, and tablet, including verbatim search terms, pages visited, app features used, and videos watched down to the title
Over 150,000 people participated in digital tracking studies with Luth in the past year alone
Purchase patterns are mapped across more than 150 online retailers, and that library is continually updated as retailers change how they capture transactions
Three Ways to Put Digital Behavior to Work
Append it to your survey.
Run the survey you were already planning, and layer digital behavior onto the same respondents. A study among recent cell phone buyers doesn't just tell you what they say influenced their purchase. It shows which retailer sites they visited, which review sites they checked, and what they searched for along the way.
Target respondents by what they did.
Instead of screening people in with a self-reported checklist, target panelists based on observed behavior, such as visiting a specific app, browsing a competitor's site, or searching a certain category. The ZQ Now dashboard makes this self-serve, with instant feasibility counts and pricing, and the resulting sample works with any survey platform.
Build digital profiles for an existing segmentation.
Rather than waiting years for the next 40-minute segmentation study, append digital behavior to the segments you already have. Panelists are classified into your existing segments, then their browsing behavior is mapped for each one, showing how digital habits differ from segment to segment.
First-Party Data, No Black Box
Everything captured comes from Luth's own first-party panel, not a third-party data match or fusion. With data privacy under more scrutiny than ever, that means no external source to account for and nothing to explain away. Clients get behavior from permissioned panelists, tracked as it happens.
Pair Your Next Study With Digital Behavior
Find out how appending digital behavior to your next survey, your next targeting effort, or your existing segmentation could change what you're able to report back.
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