Market research has long been a game of connecting dots from multiple data sources—surveys, focus groups, and clickstream data each offer a piece of the puzzle. But these methods do leave critical gaps in understanding what your target consumer cohorts actually purchase. Surveys rely on imperfect human recall, clickstream data stops at the "add to cart" button, and focus groups mostly can’t scale. The result? Misleading insights, missed opportunities. Enter email receipt data, a tool that fills these gaps with precision, granularity, and real-world validation.
The Hidden Gaps in Traditional Data Sources
Surveys ask consumers to report their behavior, but humans are unreliable narrators. They often attract overly engaged or unrepresentative audiences.
Clickstream analytics track digital behavior—clicks, page views, time spent—but fail to answer the ultimate question. And capturing this across all marketplaces is a hassle in itself.
Email receipts capture real purchases, not guesses or intentions. Every transaction is recorded passively in real-time, creating a dataset that’s:
Granular: Track SKU-level details (size, flavor, discount used).
Unbiased: No reliance on memory or self-reporting.
Holistic: Combines online and offline purchases.
In summary:
Factor | Surveys | Clickstream | Email Receipts |
Accuracy | Low (self-reported) | Medium (intent, not action) | High (actual purchases) |
Granularity | Broad categories | Page views, clicks | SKU-level details |
Speed | Weeks to months | Real-time | Real-time |
Scope | Limited to respondent honesty | Online behavior only | Online purchases |
Ready to Close Your Insights Gap?
Explore how Vumonic’s email receipt data can uncover the hidden truths in your market. Contact us to know more!