GfK and nurago Link Fixed, Mobile Browsing
GfK has partnered with its part-owned usability research specialist nurago to launch ‘Connected Life.dx’, a tool tying in browsing and consumer purchasing behaviour across fixed and mobile platforms.
Billed as the ‘first of its kind’, the study promises to track the entire ‘customer journey’ from where consumers go to what they do and how they think. The new product will explore the customer accessing the same product through a variety of channels and platforms and analyse the entire purchase, or non-purchase experience.
In order to achieve this, a sample of 400+ will be recruited in Europe, the US and Asia and their online behaviour across all devices will be monitored for three months. The participants will also complete regular attitudinal questionnaires. Combining this data with user profiling, which includes tech sophistication and lifestyle choices, will help define the relationship between Internet usage and ultimate buying behaviour. The study currently includes PC, laptop and smartphone usage and will be rolled out to tablets.
The study is powered by GfK nurago’s proprietary technology - which allows integrated monitoring of web sites visited; app usage; communication habits; network and data transfer analytics; app/SMS/MMS usage; and device usage overall - including systems information such as battery power and charge.
GfK Digital Strategy Director Babita Earle comments: ‘We live in an increasingly convergent world, with consumers using many different devices to reach and act upon decisions in their online activity - and yet our understanding of consumer online behaviour is currently ‘silo-ed’ by platform. What makes this study really unique is the combination of true cross-platform behaviour monitoring and survey-based measurement of consumer’s attitudes and preferences.’
Arno Hummerston, MD Client Services International at nurago, added: ‘Connected Life.dx will, for the first time, answer urgent questions about how different kinds of web access complement each other and demonstrate how to integrate multi-channel activities across campaigns.’
The GfK Group operates in more than 100 countries and employs over 10,000 staff. It recently upped its stake in nurago to 60%.
Web sites: www.gfk.com and www.nurago.com .