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Home » Episode 24: Passive Metering? Data Collection Ethics + Tools for Success

Episode 24: Passive Metering? Data Collection Ethics + Tools for Success

Passive data collection, or passive metering, is a market research technique that allows data collection without the participants’ direct involvement being studied. With their full knowledge and consent, of course, passive metering can record the participant’s activity – such as a website visit, application usage, what they have purchased, and so much more. This activity is collected, often by an application, and then analyzed by insights professionals.

It’s pretty simple, really – but the complexity and the richness of the data result in anything but. 

In Episode 24 of Stories of Market Research: The Insightrix Podcast, we are talking about passive metering – what it is, how it is used, the privacy and ethics concerns and how to recruit for this type of research.

To start, we talk with Billy Grant, Head of Product at RealityMine. Billy gives us a look into the world of passive metering through the lens of RealityMine – a state-of-the-art software buzzing in the market research industry. Billy gives us an in-depth look at how passive metering works, what types of businesses have successfully employed passive metering – he also touches on the software’s security while sharing what exciting new initiatives they have into 2021.

Later in the episode, we are joined by our Data Scientist, Ifeoma Adaji and Research Associate Julie Ellis, to understand how Insightrix uses passive metering. They discuss some recent Insightrix projects utilizing this method, and we manage both client and participant expectations while using passive metering. 

If you would like to learn more about RealityMine, visit their website

If you would like to learn more about passive data collection or the previous research Insightrix has done in this area, read our whitepaper on passive metering technology

Want to be on our podcast? 

We are always looking for new guests to appear on our podcast! If you think that is you, please email For more exciting content, check out our market research blog for informative articles about everything and anything market research-related. 

You can also access SoMR on your favourite podcast player app like Apple PodcastsSpotify or YouTube. Make sure you subscribe to be notified every time a new episode is published. 

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