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January 17, 2024 | Enric Cid

Passive tracking market research: A healthy way to build panelists' engagement


Passive tracking market research: A healthy way to build panelists' engagement 


Over the years, the market research industry has experienced a constant evolution in its data collection methods. One of the most significant changes has been the shift towards passive collection methods instead of traditional active methods, such as passive tracking research. 


This transformation has been due to several key factors, which have driven the use of more passive approaches to collect valuable and accurate information about online consumer behavior. 

 Behavioral data provider

Here, we will explore how passive tracking research has become a healthy and effective way to promote greater engagement with panelists on research panels. At the same time, we will understand in detail how this method offers significant advantages over traditional methods. That is, compared to an active approach. 

The evolution towards passive tracking research 

Historically, data has allowed strategic decisions to be made within companies because it avoids bias based on subjective opinions. Therefore, for several years, different active data collection methods have prevailed. 


Traditional active data collection methods, such as surveys and questionnaires, have been the basis of market research for a long time. That is, when information of a specific type was needed, different agents collected data from consumers through various forms of interaction with them. Today, however, there are other ways to obtain quality data on a target audience. 


The reason is that, in many cases, these methods may have certain limitations, because they depend largely on the respondent's memory and may be subject to biases and/or errors. In this sense, surveys, or questionnaires, for example, are not necessarily a reliable response in terms of data collection. 

This is where passive tracking research comes into play. 

The purpose of this type of research is to take advantage of the digital footprints left by online consumer behavior, using advanced collection technologies that allow information to be gathered in real time. And, better yet, without the need to be invasive. 


This certainly helps to have a much more complete and authentic view of the actions and preferences of the digital consumer. In addition, these collection methods enable cross-device measurement, which has become essential in an increasingly interconnected digital world. 

The nature of passive tracking research 

As we have seen, passive tracking research methods are based on non-intrusive observation and tracking of consumer behavior in their digital lives. Examples of these methods include web browsing tracking, mobile app tracking, purchase and transaction analysis, and social media activity monitoring. 


Web browsing tracking 

This passive tracking research method allows the recording of the browsing history of panelists. Providing valuable information about their interests, preferences, and online consumption habits. 


Mobile application tracking 

Tracking the applications used by panelists on their mobile devices provides a detailed view of their behavior on mobile platforms. This includes the most used applications and the time spent on each one. 


Purchase and transaction analysis 

This method captures information about purchases made online and offline and also analyzes products added to shopping carts. The aim is to provide a complete understanding of consumer buying patterns. 


Social media activity monitoring 

The goal here is to record the interaction of panelists on different social media platforms to understand their social interactions, in addition to online preferences and communication habits. 

Higher engagement through passive methods 

One of the main benefits of passive tracking research is its ability to encourage greater engagement with panelists compared to traditional research methods. This stems from several characteristics that distinguish passive methods. For example: 


  • They are less intrusive. Passive tracking methods do not interrupt the normal flow of panelists' activities. This reduces the perceived workload and creates a more relaxed environment to participate in research studies. 


  • Accuracy and continuity. By capturing data continuously and in real-time, passive methods offer a more accurate and complete representation of online consumer behavior. This generates a greater sense of ownership and empowerment for panelists as they see their actions having a true effect on the research. 


  • Long-term engagement. Lastly, the less invasive nature of passive methods makes it easier for panelists to participate in research studies over the long term since they do not feel pressured or overwhelmed by repetitive surveys. 

Wakoopa: leader in passive tracking research 

After more than 15 years of experience, we can proudly say today that Wakoopa is a company that has led innovation in the field of passive tracking research. That is because we offer advanced solutions that comprehensively capture the digital behavior of panelists for brands and research companies to gain valuable insights about their audiences. 

Some of the key differentiators of our passive tracking solutions include: 


In-depth data 

Wakoopa provides a detailed and updated view of panelists through multiple analytical variables, such as socio-demographic profiles, shopping habits, preferences, etc, etc, etc. This allows a more accurate segmentation as well as a deeper understanding of consumers. 

In short, we offer a wealth of data for informed decision-making. 


Flexibility and speed 

The solutions developed by Wakoopa are suitable to be used on multiple devices (tablet, smartphone, or computer), providing a seamless experience to the panelists. In addition, obtaining results in real-time makes it easier for companies to make smart decisions. 


Privacy and security 

First and foremost, Wakoopa prioritizes protecting panelists' privacy, which is why we strive to meet the highest standards of data security. This confidence in data protection contributes to an ongoing and engaged participation by our panelists. 


In conclusion, we can say that passive tracking research has completely redefined the market research industry by providing an effective and less intrusive alternative to traditional methods of data collection. Technological advances have enabled more accurate and continuous observation of online consumer behavior, which has led to greater engagement with panelists around the world. 


Companies like Wakoopa have led this transformation by offering advanced solutions that capture valuable insights and contribute to a more informed decision-making process. As the industry continues to evolve, it is clear that passive tracking research will play a major role in understanding consumers. Send us a message and tell us how we can help you!