Aiming to bolster its Web-tracking data with behavioral analysis, Internet research service Nielsen//NetRatings last month launched WebIntercept, an online surveying tool.
The new service lets marketers intercept Web users with an online survey after they have taken a specified action, such as visiting a site or completing a purchase.
The behavioral data can be used in conjunction with online tracking data to provide a comprehensive picture of Internet activity among a targeted group of users.
The WebIntercept panel has 3 million unique users and is separate from Nielsen//NetRatingsâ Internet audience research panel, used for other research services.
"Demand has been extremely high for behavioral-based surveys," said Jason Levin, Internet analyst at NetRatings, which provides Internet research services in partnership with Nielsen Media Research, New York. "Clients want customized, behavior-based data."
Even more important, he added, "This is a perfect tool for competitive analysis." Using WebIntercept, companies can intercept users on their competitorsâ Web sites and find out what motivates their decisions to buy products and gather information.
Marketers can develop their own surveys and ask questions pertaining to customer satisfaction, marketing budgets, reasons for buying and other information.
In addition to providing clients with customized behavioral data, Nielsen//NetRatings conducts its own research using WebIntercept and publishes reports of its findings. One recent survey intercepted users who were logging on to search engines and asked them, "What is the purpose of todayâs search?"
The No. 1 reason for searching was for research purposes (38%), followed by entertainment or personal interest (31%). Other popular reasons included finding out more about something users had heard about via word of mouth (15%), business purposes (14%), comparison shopping (11%), making a purchase (10%) and looking for news (10%).