The objective of the browser extension is to track the user behaviour passively in terms of the user journey based on their digital footprint in the browser. Consumer journeys are more and more complicated in today’s interwined digital world and it is not possible for surveys to accurately capture user behaviour. The browser extension would serve to have a more accurate and real life mapping of user journeys.The purpose of this is to objectively understand journey not of a particular user but of a particular segment of users (most often demographic or category users) in order to generalize their behaviour with reasonable confidence. This behaviour of user segments (aggregated group of users) will be tracked on a continuous basis in order to provide insights to marketeers on user needs and expectations and to improve consumer experience.
InsightzClub is a market research company. InsightzClub panel (users who have been recuited thru offline) will be using this extension to submit their browsing history and ads that served to them. This allows us to understand the user behavior. You may also read the descption of the app to further understand who is the target audience.