This document discusses the value of passive mobile data in understanding consumer behavior. It notes that passive data from smartphones provides important context about consumers' digital environments and activities throughout the day. With smartphones ubiquitous, passive data can reveal when and where consumers are engaging with their devices and apps, which is crucial information for determining when and what types of questions to ask consumers on mobile surveys. The data gives insights into consumers' quick, instinctive behaviors and decisions that they may not be able to consciously recall.

1. What Lies Beneath?
The Power of Passive Data
Andrew Jeavons
CEO, Survey Analytics

2. The word “telephone” is just
wrong.

3. This is where consumers will live.

5. There is a lot going on....

6. Techdome
Consumers’ Digital Environment

7. Techdome
gives context

8. Mobile Surveys
We can’t ask much:
so it has to be relevant.
10-7-140

10. BIG Data…

11. Kinetic Data
The Store
Get up ! Work
Breakfast - get to work
Lunch

12. Kinetic
Wifi

13. Apps
Home
4G -
outside
When, where....all we need is why…

14. Why mobile behavioral data matters...

15. Why mobile behavioral data matters...
System 1 - FAST
Quick, instinctive – little
recall
System 2 – SLOW
Deliberate, logical – maybe
recall

16. Why mobile behavioral data matters...
The consumer and their
Techdome.
Knowing when to ask
questions and what about
is crucial.
With smartphones we can
be at the point of purchase.
Smartphones are becoming
the point of purchase.