Wakoopa Launches Behavioral Data Marketplace

Amsterdam-based passive metering technology firm Wakoopa - now a subsidiary of GfK - has launched a marketplace giving researchers access to behavioral data on a global scale.

Wakoopa's technology gathers usage information from research participants on personal computers, smartphones and tablets, and combines it with panel and other research data to establish user-centric behavioral datasets. The firm joined GfK with the latter's recent acquisition of panel specialist Netquest.

The new Wakoopa Hub taps a global network of panel companies who have implemented the firm's metering technologies - including among others Respondi, SoapBoxSample, YouGov, Majestic MRSS and Netquest itself.

Wakoopa says the new marketplace 'broadens industry access to behavioral data while simplifying the purchase process and driving economies of scale'. MD Simon van Duivenvoorde describes it as 'an exciting step for market research', explaining: 'By connecting supply and demand in the market for behavioral data, Wakoopa Hub lowers the barriers to conduct behavioral data fuelled studies' - driving its adoption as 'a standard element in market research'.

Web site: www.wakoopa.com .