The shift from demographic profiling to behavioural targeting is reshaping the research domain. In a world driven by hyper-personalization, behaviours; not just age or income, hold the key to unlocking actionable insights.

The informed consumers of today expect brands to understand their preferences based on past purchases, not generic categories.

Take the rise of “micro-moments”- those instant, intent-driven actions like googling a recipe or searching for EV charging stations. These fleeting behaviours reveal more about consumer priorities than static demographics ever could.

A 35-year-old in Mumbai and a 21-year-old in Bengaluru searching for “Korean skincare” might share overlapping values, despite their demographic disparity.

By integrating behavioural indicators into research, brands can capture this dynamic layer of consumer intent. This shift also combats the limitations of traditional surveys, where respondents often self-report inaccurately. Behavioural signals like purchase history, app usage, or time spent on specific platforms offer objective, real-time data that enrich targeting precision.

The major trend here is clear: behavioural segmentation isn’t just a supplementary layer; it’s becoming the backbone of targeted research. As consumers demand more relevance, researchers must pivot from what people are to what they do. Because in behaviour lies the roadmap to true understanding.

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