Integrating online and offline research to gain a holistic view of digital consumers, their behaviours and how they feel

A presentation strongly advocating that researchers integrate online and offline touchpoints in order to get a holistic view of consumers.

  • They need to use a combination of (passive) behavioural data gathered online and (active) survey data.
  • Rich insights can come from overlaying additional data to behavioural data in order to track an individual's media use along the purchase journey.
  • In order to maximise usage of this new data, researchers and clients need to invest in technology and upgrade their skillsets.
  • This Warc paper was originally a presentation given at Warc's Online Research: Now and Next 2012 conference....

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