Passive Data

How can we combine survey and passive data?


We partnered with a leading telecoms company who were looking to carry out a segmentation study that went beyond claimed behaviour, with the aim of gathering a deeper understanding of connected behaviour.


In addition to carrying out an online survey amongst 5,000 respondents, we worked alongside award winning technology partner Reality Mine to passively track 1,000 respondents over a period of 4 weeks.

This allowed us to passively collect actual mobile and tablet usage data to support the study.

1,000 respondents tracked passively over 4 weeks

5,000 sample size

Online methodology


The passive meter collected app usage, websites visited, streamed media and search behaviour; this was then aggregated by our team to provide highly accurate usage and behaviour data against which the segments could be profiled. This provided a richness of data that could not be achieved through claimed behaviour alone.