How digital activity logging is
changing customer research
Perhaps for the first time,
researchers now have the ability to see digital device activity – smartphone,
tablet and PC – at a millisecond-by-millisecond level, and then aggregate that
data into patterns of days, weeks and months.
Our researchers are recruiting
volunteers who will let us track and understand where and when their devices
are being used to see the devices’ activity inscribed on maps, charts and
photographs.
These new tools are unlocking a
world of knowledge about how people use technology at levels of resolution we
have never had outside a few specialty research labs.
This has enabled researchers to
explore major facets of consumers’ lives – from financial management to
communication habits to healthcare choices – by tracking what as well as when
and where they actually do and not just what they say they do.
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