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Company prepares behavioral analysis of China’s consumers



Behavioral analysis firm Toluna Inc. has launched a permission-based data collection service in China to analyze in real time the online behavior of consumers there.

Although Toluna executives make no mention of it in their announcement, the resulting database would also have value for training behavioral biometrics.

Researchers and marketers in China and around the world are excitedly watching the world’s newest middle class mature — and mature in a digital age. Even more unusual, there are regions in China that are home to millions and millions of people who are beginning to stir from self-quarantine following the peak devastation of Covid-19.

Yet the professionals paid to understand Chinese consumers only have vague, incomplete, broad and stale data with which to analyze these historic transitions.

Toluna’s service will bring to light unprecedented market insights by mining cross-device behavioral data. Armed with the information, say company executives, those selling to consumers in China will be able to monitor the habits of consumers from behavioral data about online daily routes, time spent on apps, which apps are most popular and others.

The company promises that the data collected will build “a 360-degree view of each consumer,” offering sellers the ability to have a more, knowing and intimate relationship with their quarry.

Beside real-time insights, Toluna subscribers will see year-on-year comparisons of online behaviors. Executives said the new China service will be integrated with other capabilities and offered in combination with qualitative behavior research and quantitative research methods designed to deepen the understanding of Chinese consumers.

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