Consumer research has long depended on asking people what they remember doing. Humanify is betting that AI can make that model less dependent on memory. The Indian consumer-research company has launched LiveTrack, a platform designed to analyze real-time behavioral data from smartphones as consumers shop on quick-commerce services and watch content on OTT platforms.

Humanify Launches AI LiveTrack for Real-Time Consumer Research

The annual Indian festive season is one of the most consequential periods for consumer brands, with marketers competing for attention as shopping activity accelerates across digital channels.

It is also a difficult time to measure what marketing actually does.

Traditional consumer research often asks people to recall what they saw, purchased or experienced days or weeks after the event. That approach becomes harder as consumer journeys become fragmented across search, social media, quick-commerce apps, streaming platforms and digital storefronts.

Humanify, an India-focused consumer research company, believes artificial intelligence can offer a different approach: observe behavior as it happens rather than relying entirely on what consumers remember.

The company has launched LiveTrack, an AI-powered platform designed to capture and analyze real-time behavioral data from thousands of smartphones. Humanify says the system can monitor activity as consumers shop on quick-commerce platforms including Zepto, Blinkit and Swiggy Instamart, as well as track viewing behavior across national and regional OTT services.

The pitch is straightforward: marketers get behavioral measurement closer to the moment when a decision actually happens.

From consumer recall to behavioral observation

Market researchers have traditionally relied on surveys, interviews, focus groups and other techniques to understand consumer attitudes and behavior.

Those methods remain useful for understanding motivations and opinions. But digital behavior creates another challenge.

A consumer may encounter an advertisement on one platform, search for a product elsewhere, compare alternatives on an e-commerce service and finally purchase through a quick-commerce application.

Asking that consumer to reconstruct the entire journey later can introduce recall errors.

AI creates an opportunity to analyze more granular behavioral signals at scale.

Humanify says LiveTrack can observe consumer activity during shopping and content consumption, then produce shopper and media measurement reports within minutes.

The company describes this as a combination of quantitative and qualitative research.

The quantitative layer can measure what happened—such as exposure, engagement, purchase or platform movement—while qualitative analysis attempts to explain why consumers made particular choices.

That distinction is increasingly important as marketers shift from measuring reach toward understanding outcomes.

Measuring the micro-moments behind a purchase

Quick commerce is an especially interesting environment for this type of research.

Platforms such as Zepto, Blinkit and Instamart compress the path between advertising, product discovery and purchase. Consumers can see a promotion and complete a transaction within a relatively short period.

For brands, that creates an opportunity to examine whether exposure actually correlates with action.

Humanify says LiveTrack can analyze behavior at these “micro-moments,” allowing marketers to examine how consumers respond to promotions and what they choose to purchase.

The company also positions the technology as a tool for media measurement.

On OTT platforms, for example, LiveTrack is intended to help brands understand whether viewers saw advertising, how they reacted to promotions and what content they selected afterward.

Humanify says the platform can also identify movement between services—for example, when consumers leave one platform and begin using another.

If validated at scale, that type of behavioral data could help advertisers better understand fragmented digital journeys that are difficult to reconstruct through conventional surveys.

AI is changing market research—but not eliminating it

The broader market-research industry is already incorporating generative AI, machine learning and automated analytics.

Companies are using AI to analyze open-ended survey responses, summarize interviews, identify consumer sentiment and process large datasets.

LiveTrack takes the concept further by focusing on live behavioral observation.

That distinction could be valuable, but it also changes the research questions.

Observed behavior can tell a marketer what someone did. It does not necessarily explain the complete psychological reason behind that decision.

A shopper might abandon a product because of price, delivery time, availability or an unrelated distraction. Behavioral data alone may not establish causality.

Humanify’s approach attempts to address that limitation by combining behavioral metrics with qualitative interpretation.

The company calls the methodology Qual@Scale, describing it as a way to connect hard brand metrics with qualitative signals explaining consumer decisions.

For research teams, the most useful systems may therefore be those that combine observational data with traditional research rather than simply replacing one with the other.

A potentially important shift for festive-season marketing

India’s festive period provides a particularly demanding environment for consumer measurement.

Brands compete aggressively for attention across television, streaming services, social platforms, e-commerce and quick commerce. Marketing budgets can also become heavily concentrated around major shopping periods.

Humanify’s technology is designed for that environment, where waiting several weeks for post-campaign research can limit the ability of marketers to adjust campaigns while they are still running.

Real-time measurement changes the operating model.

Instead of evaluating a campaign after the money has been spent, marketing teams could potentially identify weak creative, ineffective media placements or unexpected consumer behavior and adjust campaigns during the campaign itself.

That is the larger promise behind LiveTrack.

Data scale brings a new set of questions

Humanify says its platform is built on more than 30 years of consumer-research experience and has been used across 34 Indian cities, including Tier 2 and Tier 3 markets.

The company also says its technology has pending patent applications in the U.S., U.K. and India and has been applied across more than 25 brands.

Those claims provide context for the platform’s development, but enterprise marketers will still need to examine how LiveTrack obtains consent, handles personal data, anonymizes or aggregates information and prevents individual consumers from being identified or profiled inappropriately.

That issue is becoming increasingly important as AI systems move from analyzing declared opinions to observing real-world digital behavior.

The commercial value of real-time consumer intelligence is potentially substantial. So is the responsibility that comes with collecting it.

For Humanify, LiveTrack represents a bet that the future of market research will be less about asking consumers to reconstruct their journeys and more about combining responsibly collected behavioral signals with AI-driven interpretation.

If that model proves reliable, the biggest change may not be faster research reports.

It could be the ability for marketers to understand consumer decisions while those decisions are still happening—and respond before the opportunity disappears.

Market Landscape

The market-research industry is moving toward a hybrid model combining surveys, first-party data, behavioral analytics, AI and real-time measurement.

For brands, the attraction is clear. Digital channels generate enormous volumes of behavioral data, but turning that information into actionable consumer insight remains difficult.

AI can accelerate the analysis of unstructured data, identify patterns and summarize large datasets. Platforms such as Humanify’s LiveTrack are pushing the concept toward continuous observation rather than periodic research.

The competitive environment includes established research firms, customer-data platforms, media-measurement providers and increasingly sophisticated analytics platforms.

The key differentiator will be data quality.

Real-time behavioral information can be more immediate than recall-based surveys, but marketers still need representative samples, transparent methodologies and statistically defensible interpretations. Privacy and consent will also become increasingly important as research companies access behavior across shopping and media environments.

For enterprise marketing teams, the strongest use case may be course correction: identifying changes in consumer behavior quickly enough to adjust creative, media allocation, promotions or product strategy during a campaign.

Top Insights

• Humanify’s LiveTrack uses AI to analyze real-time consumer behavior across quick-commerce and OTT platforms, targeting faster and more granular marketing measurement.
• The platform aims to reduce dependence on delayed consumer recall by observing digital shopping and media behavior closer to the decision moment.
• LiveTrack combines quantitative brand metrics with qualitative interpretation, helping marketers understand both what consumers do and why those behaviors occur.
• Real-time behavioral measurement could allow brands to adjust festive-season campaigns while they are running rather than relying solely on post-campaign research.
• Enterprise adoption will depend on data quality, sample representativeness, privacy safeguards and evidence that observed behavior produces reliable marketing decisions.

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