The internet’s dominance in modern economic and social activities makes understanding online behavior critical for businesses, policymakers, and researchers. However, traditional tools for measuring this behavior have significant limitations, especially for independent researchers without access to proprietary user data from technology companies. In response to this challenge, Webmunk, an open-source tool, offers a promising solution. Developed by Chiara Farronato (D^3’s Platform Lab), Andrey Fradkin (Boston University), and Chris Karr (Audacious Software), and described in their study “Webmunk: A New Tool for Studying Online Behavior
and Digital Platforms,” Webmunk allows for both tracking and experimental manipulation of online experiences, providing valuable insights into user behavior.
Key Insight: Modular Design for Customization
“All components of Webmunk are open-source and designed to be easily extended. Additional functionality can be added to Webmunk through the use of modules […] self-contained and re-usable components.” [1]
Webmunk’s modular design allows businesses and researchers to extend the tool’s functionality based on their unique needs. This open-source flexibility enables organizations to add customized modules that cater to specific data-collection needs or web domains. For businesses, this means the ability to tailor Webmunk to track the precise behaviors or interventions that matter most to them, whether it’s understanding how users interact with certain products or gathering detailed analytics on browsing patterns.
Study Application: For a study on cookie preferences, researchers developed specific Webmunk modules that could manipulate cookie consent forms across different websites, providing valuable insights into user behavior and the effectiveness of various designs in shaping privacy choices.
Key Insight: Seamless Integration with Browsing Behavior
“Webmunk can track a variety of digital data that the consumer generates while browsing the Internet. […] Researchers can easily include a subset of the existing data tracking capabilities or
develop other modules to track additional behavior and data.” [2]
Webmunk’s primary strength lies in its ability to integrate with users’ online behavior. As a browser extension, Webmunk allows researchers to track user activity across websites, including URLs, web-page content, clicks, scrolls, and more. The data is collected as users perform real-world activities such as shopping or reading the news. This offers businesses the ability to observe consumer patterns in natural environments.
Study Application: In their research, Farronato and her team used Webmunk to track product searches on Amazon. They could track each product’s position on a search results page, providing valuable data on user preferences and the impact of product placement.
Key Insight: Enabling Experimental Interventions
“Webmunk has the ability to arbitrarily modify the HTML code that determines the content of a web page. This will change how a website looks for the end user.” [3]
Webmunk’s ability to manipulate web-page content in real time is a significant advantage for researchers and businesses interested in running controlled experiments. This capability enables businesses to test different interventions, such as changing the position of content or inserting new elements like surveys or prompts. By dynamically altering the content users see, businesses can better understand what influences user decisions, such as product placements or privacy choices.
Study Application: In their study on self-preferencing, Farronato et al. used Webmunk to hide Amazon’s own brands from some users while allowing others to see them. This provided insights into how the presence or absence of these products affected purchasing decisions.
Key Insight: Webmunk’s Approach to Privacy and Data Management
“The approach we take with Webmunk is a conservative one, where the default is not to track, unless explicitly stated otherwise.” [4]
Webmunk approach to data privacy is cautious, while it still facilitates online behavioral research. A key privacy feature is that only necessary data is collected, and researchers can filter out sensitive information like personal identifiers. Encryption protocols are used to protect user identities and the research team recommends researchers consult their Institutional Review Boards and IT resources to guarantee they are following best practices when it comes to storing data.
Study Application: In their Amazon study, Webmunk was able to track user activities, including product searches and page interactions, while deliberately excluding sensitive details such as payment and shipping information.
Why This Matters
For C-suite executives and business professionals, Webmunk offers an advanced toolset for tracking real-time online behavior and conducting experiments that can inform critical business decisions. Whether it’s optimizing product placements, assessing the effectiveness of privacy settings, or experimenting with interface design, Webmunk allows businesses to test, learn, and iterate in ways that were previously difficult without direct access to user data. By leveraging Webmunk, companies can gain a deeper understanding of how consumers engage with their digital products, enabling them to make more informed decisions about marketing, product development, and user experience strategies.
References
[1] Chiara Farronato, Andrey Fradkin, and Chris Karr, “Webmunk: A New Tool for Studying Online Behavior and Digital Platforms,” NBER Working Paper No. w32694 (July 2024): 1-27, 2.
[2] Farronato, Fradkin, Karr, “Webmunk: A New Tool for Studying Online Behavior and Digital Platforms”, 6.
[3] Farronato, Fradkin, Karr, “Webmunk: A New Tool for Studying Online Behavior and Digital Platforms”, 10.
[4] Farronato, Fradkin, Karr, “Webmunk: A New Tool for Studying Online Behavior and Digital Platforms”, 6.
Meet the Authors
Chiara Farronato is an HBS is Glenn and Mary Jane Creamer Associate Professor of Business Administration at Harvard Business School and a faculty PI with D^3’s Platform Lab. Her research focuses on the growth of digital platforms, such as Amazon and Airbnb.
Her work explores key decisions managers need to make when crafting growth strategies that attract new users and intensify use by existing platform participants.
Andrey Fradkin is an Assistant Professor at Boston University’s Questrom School of Business. He studies the design of digital platforms, quantitative marketing, the digitization of the economy, and search behavior in markets.
Chris Karr is technology creator in Chicago who works in a variety of electronic media, including mobile, web, desktop & embedded devices. He founded Audacious Software, where he is responsible for creating the next generation of mobile systems for users and clients in research, healthcare, entertainment, and other industries.