How to enhance web survey data using metered, geolocation, visual and voice data?

Abstract

After briefly summarizing why there is a need to enhance web survey data, this paper explains how metered, geolocation, visual and voice data could help to supplement conventional web survey data, particularly when mobile participation is high. It presents expected benefits of these four data types in terms of respondents’ burden, data quality and possible new insights, as well as a number of expected disadvantages, both on the respondents’ and researchers’ sides. Finally, the paper discusses what is still missing and the next steps to turn these newopportunities into realities.