What you need to know:

• Partnership claims to give firms rapid access to why people behave as they do via research on 18m people, 4,000 brands.

Data agency Ground Control and GWI have inked a partnership across ANZ giving brands, publishers and agencies access to data insights on why people behave as they do online.

“While there is rich data about consumer behaviour, there is little insight into the people themselves. Using GWI, Ground Control can round out our understanding of an audience with demographic data, but also an understanding of the ‘why’,” said Ground Control Managing Director, Phil Zohrab (pictured).

“For example, we can see an increase in search and social volumes around ad blocking and data privacy measures, but with GWI we can understand what’s driving these behaviours - that is, it’s more about too many ads interrupting the experience rather than concerns about data privacy, per se.”

The firm claims its study is based on 18 million people, 40,000+ data points, and more than 4,000 brands across 47 markets, including Australia and New Zealand.

GWI Chief Revenue Officer, James Scott, said the firm’s clients “don’t have time to wait around for traditional research methodologies. Their customers are moving and changing quickly, and they need their research to keep up.” Hence striking the partnership.