Observational methods
Behavioral metrics aim to predict the ultimate desired behavior (e.g., buying a product) by measuring some form of related small behavior (e.g., degree of interest in the product’s packaging during a small-scale shopper interaction study).
Behavioral experiments often include multiple experimental groups, comparing different alternatives of your advertising or packaging.
Behavior can be captured in many ways, often even without the consumer realizing being part of an experiment. As such, the measures of interest are highly diverse and can be obtained both in a lab, online and the real world:
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Online A/B Tests (conversion)
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Online click-trough (CTR)
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Observed interaction (in time, or specific actions of interest such as touch)
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