Real life, revealed: How behavioural data is shaping the future of business intelligence

Hub & Spoken: Data | Analytics | Chief Data Officer | CDO | Data Strategy

Behavioural data is fast becoming a cornerstone of modern business strategy.

Not just for media measurement or advertising optimisation, but across product, pricing, logistics, and platform development. It tells us what people actually do, not just what they say they do.

As traditional market research struggles with low engagement and recall bias, brands are turning to digital behavioural data to make sharper, faster decisions. Whether it's tracking consumer journeys in the app economy or identifying early adoption trends (like the impact of AI tools on category disruption), the value lies in real, observable behaviour at scale.

But, that shift raises new questions around data ownership, consent, and fairness. And, the rise of AI is only accelerating both the opportunity and the complexity.

In the latest episode of Hub & Spoken, Jason Foster, CEO & Founder of Cynozure, speaks to Chris Havemann, CEO of RealityMine, and discusses everything from:

• The transition from survey-based research to behavioural data analysis
• The impact of AI on interpreting digital interactions
• Ethical considerations surrounding data consent and transparency
• Building trust through clear data collection and usage practices

Learn from Chris's 25+ years in data and insight, and explore how behavioural signals are reshaping everything from media to market intelligence.

**********  Cynozure is a leading data, analytics and AI company that helps organisations to reach their data potential. It works with clients on data and AI strategy, data management, data architecture and engineering, analytics and AI, data culture and literacy, and data leadership. The company was named one of The Sunday Times' fastest-growing private companies in both 2022 and 2023 and recognised as The Best Place to Work in Data by DataIQ in 2023 and 2024. Cynozure is a certified B Corporation.