White Papers
Integrating Behavioral Data & Online Survey Research White Paper
From Semphonic and iPerceptions
Executive Summary
Behavioral analytics and online survey research,
often referred to as Voice of Customer (VoC)
analytics, are both established disciplines in
today's enterprise online environment. As research
tools, however, they've been largely siloed from
each other. That's unfortunate because the
combination of actual behavior trails along with
survey respondent information has a powerful
synergy that can answer many research problems
unavailable to either. Ready to go? Reach out now using the form at the bottom of the page.
The common-place wisdom that behavioral
analytics provides the "what" and VoC analytics
provides the "why" is an oversimplification. It's more
precise to say that the combination of behavioral
and survey response data helps the analyst protect
against errors caused by misinterpreting cause
and effect – allowing for more accurate and more
incisive analysis.
In this white paper, we'll begin with the basics of
integration between behavioral and VoC tools. We'll
show how integration fundamentally changes the
research program – and how this impacts thinking
about sample size. We'll show how important it
is to increase take-up/completion rates and the
methods that can accomplish that. Finally, we'll
showcase some real-world examples of analysis
using the combination of behavioral and VoC data
and how the two combine to drive powerful and
actionable learnings not available from either
source used individually.
