NEWS29 August 2019

Vividata, RealityMine, Ipsos and Delvinia launch passive panel in Canada

Media News North America Technology

CANADA – Consumer and audience insights company Vividata has partnered with market research tech firm RealityMine, research and insights organisation Ipsos and data collection specialist Delvinia to launch a Canadian consumer and media passive panel.

Toronto CN tower viewed through maple leaves

The panel, which the company claims is the first of its kind in Canada, will collect mobile behavioural data from consumers with their informed consent using RealityMine’s passive metering technology.

It will provide data on media and consumer behaviour, including mobile activities such as searching, browsing, using apps, e-commerce and audio/video streaming with location data.

Additionally, Vividata will integrate data from the panel with its Survey of the Canadian Consumer and its portfolio of specialised studies on topics including including cannabis, e-sports and ethnicity.

The cross-measurement inititative was first announced in November 2018.

Pat Pellegrini, president and chief executive of Vividata, said: "This panel compliments our existing high-quality survey research expertise to provide revealed behaviour that only passive measurement can capture in detail. A multi-partner strategy with global leaders in their respective areas allows such a panel to launch and succeed."

Chris Havemann, chief executive at RealityMine, added: "RealityMine’s passive behavioural data collection technology will enable Vividata and its partners to develop world class measurement and consumer product capabilities and truly understand the mobile, connected consumer in the Canadian market."