Live observations made by human observers have provided the backbone of our knowledge and understanding of basic cattle behavior. Despite rigorous sampling procedures and standardization of event criteria, visual assessment of behavior in real time can be prone to error, bias or inconsistency. However, technological developments, beginning with the time lapse video recorder, including radio tagging and biotelemetry, and the recent GPS systems are currently being employed in the field to collect and record behavioral data. Automatic data loggers have been developed to monitor lying, standing, walking and foraging behaviour in free-ranging and feedlot cattle. In our own laboratory we have used technology to replace subjective scoring of behavioral responses with precise and objective measurements. Analysis of cattle vocalizations, using software available on most personal computers, has been used to tap into the cow's own commentary on painful procedures and psychological stressors. Signals from electronic strain gauges and load cells have been recorded to quantify a restrained beef animal's attempt to escape a painful experience, as a means of comparing various castration and branding procedures. Improved behavioral measurements via technology have proven, in some cases, to be more reliable and sensitive measures of the animal's response than performance measures and physiological parameters. The amount of movement a bovine makes while standing on an electronic scale has been quantified by recording the analogue signals from the load cells as a method of replacing a subjective temperament score. In general the technology and the methodology is available to move towards more refined, quantifiable and objective behavioral measurements.