Changes in Measurement Approach & Methodology – Passive, Behavioral Measurement & Single-Source
Verto Analytics presentation from Samplecon, the preeminent annual conference of the market research sampling, or survey, industry. Presented by Mary Sheehan and Jay Imus.
Consumer behavior has changed more in the past five years than the past 50. What hasn’t changed, as quickly, is how we measure it. Consumers fluidly move across devices, platforms, apps, and websites — requiring a measurement approach that puts the consumer in the center. Tracking shifting consumer behavior and attitudes helps companies understand how to adapt and shape strategies. Modern measurement includes passive metering, single-source panels, and the ability to combine surveys and behavioral data. Learn about how the world’s biggest companies use modern measurement approaches to help them gain rapid insights needed to engage, delight, and retain their customers. In this presentation, you’ll learn:
- A brief history of consumer behavior and measurement over the past 50 years
- Why traditional measurement tactics aren’t working
- How the new era of “modern measurement” fills in research gaps
- Use cases for how to apply new measurement techniques for your business
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