The tool uses MFour’s always on mobile consumer panel and RealityMine’s RealityMeter to give clients a single-source continuous data set combining observed digital and location behaviour with validated surveys.

It marries key mobile activity such as web browsing, app use, shopping and streaming activity, with real-world location data so researchers can identify insights about consumer actions and preferences.

Chris Havemann, CEO of RealityMine, said: “Researchers and advertisers can now combine individual consumers’ digital and ecommerce activity along with their real-world store visits and in the moment survey responses to truly understand the omnichannel shopper.”