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A leading telecoms company approached Populus with the requirement to carry out a segmentation study that went beyond claimed behaviour, with the aim of gaining a deeper understanding of connected behaviour.


In addition to carrying out an online survey amongst 5,000 respondents, we partnered with 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.



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