Riding the ResTech Wave: How Behavix is Shaping the Future of Market Research

Greetings, everyone! I’m Hannu, CEO and Co-Founder of Behavix. For those of you who don’t know me (yet!). I’ve spent about 20 years in the data and market research industries, working on projects that aim to disrupt traditional business practices, specifically around behavioral data, clickstream products, audience ratings, and media measurement. Along with my co-founder, Surath Chatterji, we founded Behavix with one common goal: to revolutionize market research through the power of behavioral data. Surath recently shared in his blog post on the founding story behind Behavix about the spark behind Behavix and how we saw this massive gap in how companies collect and use data to drive decisions. To put it simply, we knew market research needed more than just surveys or limited snapshots of consumer behavior.

Now, as someone who has worked both in AI-driven data analytics and the market research world, I’ve always believed in using data to not just ask questions but to derive actionable insights and to be able to predict what should come next - it is a new customer segment for a client, a new feature to be launched within a mobile app, a radically new way to think about how to reach consumers via advertising, or creation of better trading tactics and quant models in the financial industry. It’s that same philosophy that shapes Behavix. Our mission? To take something as everyday as a consumer clicks or swipes, turn this into a precise and enriched behavioral data feed, and then turn it into insights that help businesses make smarter, faster, and ultimately, better decisions.

Industry Trends: The ResTech Revolution, AI, and Behavioral Data

In my view, the market research industry is undergoing a massive transformation, and Behavix is riding this wave. There are a few key trends reshaping how businesses collect and utilize data, and our company is perfectly positioned at the heart of them.

1. ResTech (Research Technology) Is Here to Stay

First, let’s talk about ResTech. It’s the technology that powers modern research tools and methods, allowing market researchers to work smarter and faster. Gone are the days of relying solely on interviews and focus groups. Today, it’s all about automation, AI-driven insights, and real-time behavioral (and other types of) data. ResTech is reshaping the industry by providing modular, scalable solutions that help businesses make data-driven decisions. Think of it as market research finally catching up to the world of AdTech in terms of speed and sophistication.

2. AI Demands Better Data

As AI becomes more advanced, it’s no longer just about having any data—it’s about having the right data. More companies are integrating AI and machine learning into their daily workflows, but without high-quality, real-time data, even the best AI models are just guessing - even worse, misleading your decisions. Survey data, while useful, has its limitations: it’s often lagging, static, biased and based on what people think they prefer or did, rather than what they actually did. The demand for real-time, behavior-based data is growing, and this is exactly where we fit in.

3. The Rise of Behavioral Data

Enter behavioral data. This is the future. Traditional surveys ask consumers how they felt or what they remember doing. Behavioral data, on the other hand, is empirical—it observes consumers’ actual actions, transactions, and decisions in real-time. Whether it’s tracking how someone interacts with an app or mapping their online journey – behavioral data paints a fuller picture. And as privacy regulations tighten, opt-in panel-based data collection has emerged as a clear and ethical way to gather this kind of data at scale.

4. Growing Demand for Alternative Data

Lastly, there’s the surging demand for alternative data. Investment firms, advertisers, e-commerce companies—you name it—are all looking for new, richer data sets to stay ahead of trends and competition. What’s more “alternative” than real-time behavioral insights that give you a direct look at consumer behavior as it happens?

How Behavix Is Perfectly Aligned with This Future

Now, you might ask, “What’s Behavix doing about all of this?” Great question! Our business model and products are designed to address each of these trends head-on.

First off, Behavix is building a modularized platform—which is a fancy way of saying we’re creating tools that help our customers collect, process, clean, enrich and use behavioral data without needing to reinvent the wheel. Companies can focus on what they do best, and we take care of the data side of things. Whether it’s providing a simple SDK for data collection or delivering analyst-ready behavioral data feeds, we help businesses make smarter decisions with less effort.

We democratize both data collection and data use by offering our tech to anyone who wants to collect or use behavioral data—free of charge. Yes, you read that right! Our SDK (software development kit) is no-code, easy to integrate, and helps companies turn everyday consumer actions into actionable insights. On top of that, we make sure everything is privacy-compliant and opt-in based.

And when it comes to data, we don’t just stop at collection. We’re also investing heavily in AI to enrich, process, and make sense of all that data. Our AI-powered platform cleans, categorizes, and enhances raw behavioral data, turning it into something that businesses can actually use. Think of it like making juice out of oranges—but way more high-tech and less sticky.

Through our solutions, we aim to bring behavioral data to smaller companies like small quantitative hedge funds, online access panel firms, boutique research agencies, even to one-man shops who specialize in specific parts of market research. Back in the day behavioral data was collected and used by the very biggest of market research companies, with our solutions anybody can benefit from behavioral data!

Scalability & AI-Powered Future

The final piece of the puzzle is scalability. Our business model has been built from day one to scale globally. The beauty of our approach is that once the data is collected, it can be sold time and again, giving us tremendous economies of scale. We’ve already signed deals and launched pilots, and our momentum is only growing. Our modular platform allows us to adapt to different customer needs, whether it’s data buyers in finance, e-commerce, or market research.

To wrap things up, the future of market research belongs to companies that can make data more accessible, more actionable, and more accurate. At Behavix, we’re excited to be leading that charge. With the growth of ResTech, the increasing role of AI, and the undeniable value of behavioral data, we believe we’re not just part of the future—we’re helping to build it.

So buckle up, because we’re only just getting started! 😉👍