The present invention is directed to a computer implemented web-based system for on-line behavior research using client/customer survey/research respondent groups known as tribes comprising a) a definition module for the purpose of defining client/customer survey/research respondent groups known as tribes; b) a recruitment module for the purpose of recruiting a defined client/customer survey/research respondent group known as a tribe; c) a fielding module for the purpose of fielding a defined and recruited client/customer survey/research respondent group known as a tribe to generate a tribe data set; and d) an analysis and reporting module for the purpose of analyzing and reporting on the tribe data set to generate optimal tribe recommendations, whereby said system provides the capability to custom recruit research respondents for online behavior monitoring based on client-provided criteria, and provides an integrated approach to combining behavioral data and survey data to derive a broader and more in-depth understanding of human decisions.
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