June 2019

It’s your move: Behaviour insight through people movement

Understanding consumer behaviour is vital for optimal business performance, and movement is one of the most powerful indicators of behaviour.

Rather than basing decisions on assumed actions, movement analysis uncovers the behaviour of real people on the ground. This technology has numerous use cases from product development and planning to insights and advertising.

Game-changing business insights

By analysing vast data sets relating to people movement, you can gain granular insight into who your customers are, what they do, and what they need. Gyms and health clubs, for instance, can use movement data to better understand members and visitors; where they work, where they travel from, and where they go after a workout. Equally transport hubs such as airports and stations can analyse passenger behaviour, understanding which modes of transport they use to get there, how far they need to travel, and where they stop along the way.  

This level of real-time insight is enabled by extreme raw data sets – largely generated by mobile apps – that show people movement in its entirety. Additional data sets are then layered on to give context to the raw movement data. These might show points of interests such as shops, restaurants, schools, offices, sports facilities, hospitals or transport hubs; essentially any fixed location that is of specific interest. This information can be complemented with further data points relating to user demographics and interests or to the device or media platform they are using.

GeoSpock’s state-of-the-art spatial big data platform works without limits, providing access to all available data with no aggregation. This unique approach means you can explore any property that exists within the data set – from time of day to geographic location – gaining valuable insights to inform game-changing business decisions. When you understand consumer behaviour, you can use the insight to enhance products or services, tailor marketing strategies, and effectively distribute resources.

Case study: From pitch to pub

During the 2018 FIFA World Cup, GeoSpock worked with sensor-driven location data network Tamoco to analyse consumer behaviour for an alcoholic drinks brand. The brand wanted to understand how the event impacted behaviour in locations where they could interact with its products, such as bars, restaurants, nightclubs, hotels, and shops.     

During the tournament, people movement was analysed at 40,000 venues across London. The brand observed multiple trends, including demographic patterns such as the age groups most likely to watch football matches in different venues, and the distinct behaviours of men and women during fixtures. This type of insight is particularly helpful for brands with different products or strategies for different genders or age ranges.

The analysis also revealed which venues performed best during World Cup matches and identified the busiest game as England versus Sweden in the quarter final on Super Saturday. The impact on venues of England making it to the later stages of the tournament was discovered – with the number of people visiting bars to watch matches increasing 300% between the group and knockout stages. This type of insight is invaluable in helping businesses plan for similar events in the future, informing product placement, stock management, and advertising strategies.

Businesses can gain an enormous competitive advantage from understanding the real-world behaviour of consumers, and having the ability to analyse vast people movement data sets is the key to that understanding.

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To learn more about how the GeoSpock spatial big data platform can unlock insights in your data or to see a product demo, get in touch and a member of our team will contact you.

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