Partnership Brings Qrious' Passive Data to L&E

In Raleigh, NC, qual recruitment and insights firm L&E Research has announced a strategic partnership with Qrious Insight, experts in behavioral data and research, integrating the latter's passive metering technology into the former's panel apps and web sites.

The combination promises researchers the ability to enrich surveys and qualitative insights by tracking metrics like app usage, website visits, ad exposure and search activity. The deal will allow L&E to dynamically profile panelists based on their actual behavior, improving targeting and recruitment while unlocking new research capabilities and product offerings - and the firm says respondent experience and data quality will both improve as less intrusive passive engagement replaces some survey activity.

According to L&E, 'The number one complaint from consumers in qualitative research is the exhaustive questioning of their demographics and behaviors that rarely leads to opportunities to engage brands. This partnership will virtually eliminate this challenge.' Andrew Moffatt (pictured), CEO of Qrious Insight, adds: 'Market research has long relied on what people say, but behaviors provide a complementary, fuller view that helps close the say/do gap. By building an always-on behavioral data network, we are creating a foundation for smarter research, strengthened analytics, and AI applications across the industry.'

The partners are online at www.qriousinsight.com and www.leresearch.com .