Traditionally, market research has focused on opinions and attitudes through surveys – which have seen decreasing response rates and engagement levels for decades. Concerns about fraudulent or exploitive respondents have only raised questions about the reliability of survey responses.
But with the rise of smartphones and digital platforms, brands can have access to a more direct, accurate view of consumer activity across apps, websites, and devices – behavioural data.
Our CEO, Chris Havemann, recently joined Jason Foster on the Hub & Spoken podcast to discuss how behavioural data is transforming the way organisations understand and connect with consumers.
In the episode, Chris explored the evolution of market research, the value of opt-in data collection, and the growing role of AI in the insights landscape. Below are some of the key takeaways from the conversation.
As Chris explains, behavioural data is about capturing what people actually do—not just what they say. This kind of data is especially valuable because it fills gaps in self-reported information. “If I asked you what apps you used yesterday, you'd likely get most of it wrong,” Chris noted. Behavioural data, especially when collected with consent, reveals patterns that even the individual may not fully recall.
RealityMine began in the media measurement space, tracking how consumers interact with content across fragmented digital platforms like YouTube, Netflix, or podcasts. But the use cases for behavioural data have expanded significantly.
Today, companies—from app-based startups to global tech giants—use RealityMine’s data to inform product strategy, benchmark against competitors, and understand shifts in consumer behaviour. Whether it’s a ride-hailing app exploring user loyalty or a brand monitoring changes in streaming habits, behavioural data provides the intelligence needed to stay competitive in today’s digital economy.
As Chris shared, “We’re providing complementary data that helps brands make better decisions—especially when first-party data alone doesn’t tell the full story.”
When people think of “monetising data,” advertising often comes to mind. But as Chris pointed out, that’s only part of the picture. RealityMine operates on a fully opt-in basis, working with research panels and consumers who are fairly compensated for their participation. The goal? To generate insights that help organisations make smarter, more informed decisions—not to fuel targeted advertising.
Transparency is central to how we operate. Chris was clear: participants in RealityMine studies know what data is collected, how it’s used, and why. This ethical, privacy-first model is a core differentiator—especially in markets like the EU and UK, where GDPR establishes strict data protection standards.
Our behavioural data is collected only from consumers who explicitly opt in via research panels. They understand what they’re sharing, how it will be used, and are rewarded accordingly.
“We’re collecting potentially sensitive data,” Chris explained, “so it’s essential that participants understand the purpose. This data isn’t used to target you with ads. It’s used to inform how products and services evolve.”
Looking ahead, Chris sees AI as a major driver of change. With millions of digital events logged each day, AI can process this information more efficiently—spotting trends, modelling behaviour at scale, and even transforming how surveys are conducted.
From creating synthetic respondents to making research more conversational and accessible, AI has the potential to unlock deeper, faster insights. And to train these models effectively, companies need high-quality input.
“At the heart of any AI-driven decision-making process, you need primary, high-quality signal,” Chris said. “Behavioural data provides that signal.”
At RealityMine, we help brands uncover the truth behind digital behaviour—across apps, websites, platforms, and devices.
Want to understand how people interact with your brand (and your competitors) in real life?
Contact us to learn how our behavioural data can support your next big decision.
