Presented by Mike Brown, Owner, Green Bird Consultants Limited With all the talk over the last year of a ‘new normal’ it has been important to understand what people are doing, their behaviour, alongside their opinions and attitudes. Not just what people say they are doing, but the reality of their actions (think Lockdown!). This is critical to governments as well as brands. In this session, Mike will explain the boundaries of what we mean by behavioural quantitative data, cover what is out there, how to access and use this data as well as looking at use cases right across the spectrum of consumer research and business planning. Access the recording of this presentation via NewMR.org

1. Passive and Behavioural Data
Mike Brown
Green Bird Consultants
July 2021

2. Sponsors
Communication

3. PASSIVE AND BEHAVIOURAL
DATA
MIKE BROWN (GREEN BIRD CONSULTANTS)

4. ABOUT GREEN
BIRD
CONSULTANTS
• Formed at the end of 2019
• Bringing 35 years of operational
and technology experience to
clients enabling growth
• Helping businesses make the right
choices in where non-traditional
data sources bring insight

5. WHAT DO WE MEAN BY PASSIVE (BEHAVIOURAL)
DATA
Application information and
usage: Name and category
of the application, when
used, data usage per
session, activity summary
Browsing behaviour:
Internet browsing, internet
advertising, search results,
streamed data
Network data: Network
type, wi-fi usage, roaming
behaviour, time-stamp
usage data, signal strength
Device information: Device
manufacturer, model,
operating system and
version, battery life
Location: Time-stamped
GPS and cell tower
triangulation
01
02
03
04
05
Demographics +

7. BENEFITS
NOT OPINION OR
RECALL BASED, IT IS A
RECORD OF WHAT
PEOPLE DO
NOT BIASED BY PEOPLE
WANTING TO CREATE A
DIFFERENT PERSONA, IT
IS A RECORD OF WHAT
PEOPLE DO

8. SOURCES AND PROVIDERS
• Metering Technology: Can be installed on all computers (e.g.
RealityMine, Wakoopa), usually via a consumer access panel
(e.g. Dynata, Respondi) or bespoke recruitment (e.g. Qual)
• Advertising sources: As part of advertising technology data
collected through owners (e.g. Facebook, Google) or bought
through 3rd party specialists (e.g. Blis, TAMOCO)
• Mobile network: Customer usage data (e.g. Three)

9. YOU NEED TO THINK OF … (1)
• Do you need survey alongside passive data?
• Is the passive data taken from Mobile (phone, tablet), PC/Laptop or everything?
• Do we need all operating systems or can we, for instance, on mobile just have Android
users?
• Do you need profiled users or can we recruit from scratch?
• How much data, how many users?
• Is the data, can it be, historical?
• Is the client being prescriptive on what they need?
9

10. YOU NEED TO THINK OF … (2)
• Data required:-
• Browser/search?
• Advertising seen?
• App usage?
• Phone calls, SMS?
• Battery, CPU?
• Location?
•What output is the client expecting? Are there examples?
10

11. YOU NEED TO THINK OF … (3)
• The whole engineering and permission side of things ..
• QA
• Legal
• PII, permissions and security
• Ingestion, management, cleaning and reporting of data
11

12. USE CASES
• Some Like It Old – Respondi and leboncoin
• The Real-Time Truth Of An F1 Fan’s Digital Race Experience –
RealityMine and F1
• Getting More From Younger Audiences – Measure Protocol and
Media Client
• The Impact Of Covid19 On Travel – CKDelta and Danish Client
• Understanding Advertising Impact On Footfall – TAMOCO and Kia

13. © respondi
GEN-Z - SOME LIKE IT OLD
FRIDAYS FOR 2ND-HAND
WHY THE 18-25-YEAR-OLDS PREFER OLD THINGS TONEWONES

14. © respondi
leboncoin
The 6th most visited
website in France
28 000 000
monthly active users
#1classified platform:
second-hand cars, clothes,
tech equipment, books…
A pioneer of French
sharing economy in France
since 2006
14

15. © respondi
OBJECTIVES
15
Get a better general understanding of the online
shopping behaviour and expectations of 18-25 year
olds.
Focus on their interest for second-hand products and
their use of online marketplaces.

16. © respondi
APPROACH
16
Passive metering
of online shopping behaviour
(250 people over 6 months)
Online community
moderated by respondi
(120 people over one week)
DEBATE

17. © respondi
CONCLUSIONS AND LEARNINGS
17
Future for 2nd hand consumption and online marketplaces looks bright!
leboncoin’s communication teams devised new campaigns dedicated to the
recruitment of these target groups (the 18-25)
This research supported the conception of new e-commerce services, to be
launched by leboncoin in the near future
It provided key insights for the prioritization of the functionalities offered by
leboncoin, to its younger users

18. Formula 1
Measuring & optimising F1 fans' immersive experience

19. HOW DO F1’S FANS USE
DIGITAL TO ENHANCE
THEIR EXPERIENCE?
ASC CONFERENCE 24/11/16 19

20. Two passive methods to get under the skin of TRUE behaviours.
ASC CONFERENCE 24/11/16 20

21. “The ability of this research to take us inside the true digital behaviour of our fans during their natural race
weekend was eye-opening. Working with the teams at both Walnut and RealityMine, we were able to
uncover nuggets of insight that, when we dug a little deeper, turned out to be rich seams of understanding
that can really impact the way we engage with our audience over these channels.”
— David Bailey, Senior Research & Analytics Manager, Formula 1
RESEARCH CONDUCTED BY WALNUT UNLIMITED IN SEPTEMBER 2019 21

22. Measure Protocol : Media Client : TV Brand Tracker
Challenge:
Low participation rates on a tracker
Solution:
Gathered Netflix and Amazon Prime consumption through their Retro product
Outcome:
- Helped client understand exactly what SVOD content the young audiences were consuming rather than relying
on claimed data.
- Increased participation and completion in the young audience by 30% which meant both cost savings for
recruitment and time spent analysing poor data.
- Also able to go back to this audience and and ask follow-up questions based on the SVOD viewing data
gathered from Retro.
C A S E S T U D Y

23. Tourism Insights

24. Domestic Catchment

25. Domestic Catchment Area Details

26. Exploration Radius – where else do people visit?

27. Footfall study for Kia Dealerships
2020
Time periods
Pre period:20th January – 16th February 2020
Campaign period: 17th February – 15th March 2020
Panel size
Size of overall exposed group = 8,470 devices
Results
Kia upliftcompared to pre period = 70.56%
Kia upliftcompared to allother car brands = 10.14%
Kia uplift compared to brands not being advertised = 12.25%
Kia upliftcompared to controlgroup = 137.98%

28. peugeot exposed citroen exposed nissan exposed vauxhall control kia exposed peugeot control
vauxhall exposed
renault exposed citroen control nissan control kia control renault control
20 Jan 2020
22 Jan 2020
24 Jan 2020
26 Jan 2020
28 Jan 2020
30 Jan 2020
1 Feb 2020
3 Feb 2020
5 Feb 2020
7 Feb 2020
9 Feb 2020
11 Feb 2020
13 Feb 2020
15 Feb 2020
17 Feb 2020
19 Feb 2020
21 Feb 2020
23 Feb 2020
25 Feb 2020
27 Feb 2020
29 Feb 2020
2 Mar 2020
4 Mar 2020
6 Mar 2020
8 Mar 2020
10 Mar 2020
12 Mar 2020
14 Mar 2020
0
50
100
150
200
250
C ontrol E xposed
Brand ▼
Gender ▼
Age Group ▼
Uplift pre v during
70.56%
Uplift exposed v control
137.98%
Uplift pre v during
-36.14%
Uplift exposed v control
-137.98%
Uplift pre v dur… Pre visits per… During visits p…
All brands (…
Renault
Citroen
Vauxhall
Nissan
Peugeot
Kia
0
1
2
0%
50%
100%
Uplift pre v dur… Pre visits per… During visits p…
All brands (…
Renault
Citroen
Vauxhall
Nissan
Peugeot
Kia
1
1.5
2
-40%
-20%
0%

29. THE FUTURE
• Consent
• Big Tech
• Our appetite

30. • Mike Brown
• greenbirdinfo@gmx.com
• +44(0)7939123309
• Photos courtesy of Unsplash
GREEN BIRD CONSULTANTS
30

31. Q & A
Ray Poynter
Potentiate & NewMR
Mike Brown
Green Bird Consultants

32. Sponsors
Communication