From Fitbits to the Apple Watch to eyeglasses to clothes and even smart jewelry, smart wearable devices are poised to transform the way research is done, giving retailers and brands access to point-in-time consumer data that they'd otherwise be unable to collect (at least without error and intrusion).

This new wave of smart wearable devices is going to allow companies to deliver a previously unseen customer experience.

Here are three ways wearables are transforming market research and what you should keep in mind as this space continues to expand.

1. Jumpstart the journey

The most popular wearables on the market are geared to provide an intense amount of unsolicited quantitative data. Your team can start its research journey much further on in the process, giving you time to focus on the whys behind the behaviors instead of the whats.

For example, smart fitness devices can provide data on daily activities, heart rates, and sleep patterns. Smart watches can report on locational and Web browsing data, and potentially even TV viewing habits.

Collecting this data in a passive manner pays off in a few different ways for both parties.

For the respondent, the experience is seamless and unobtrusive. There are no long surveys to take, no fatigue, and no chance of having a fuzzy memory and incorrectly reporting or misrepresenting their actions.

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ABOUT THE AUTHOR
image of Adam Rossow

Adam Rossow is a partner and head of marketing at iModerate, a consumer insights firm.

LinkedIn: Adam Rossow 

Twitter: @adamrossow