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Vividata launches passive mobile usage panel

Toronto-based audience measurement organization Vividata has launched a passive panel of media consumers that will collect mobile behavioural data from participants. The service was developed in collaboration with research technology company RealityMine, opinion research form Ipsos and digital data collection firm Delvinia. Participating consumers will use passive metering technology to submit information on mobile activity including searches, browsing, mobile application usage, electronic commerce, audio-video streaming and location. The collected data will be offered as part of Vividata’s Survey of the Canadian Consumer and a range of specialized studies from Vivintel.

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

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