A 4-Dimensional View of the Digitally Engaged Consumer: Creating a single-source methodology to harness insights of today's 'new' consumer

Maria Domoslawska
Research Now
Heather Dougherty
Experian Hitwise

Introduction

This paper examines work that has been carried in support of a single-source methodology to understand how the new research tracking technologies, which have been applied to consumers' devices, complement and enhance the traditional survey question approach. The aim of this research is to better understand the complex world of multiple devices and how consumers engage with them to establish standards for a research methodology assessing the current multi-channel branding and communication efforts.


Figure 1: Single-source research methodology