What’s the Future of Passive Data Collection?

Although clients and suppliers alike cite passive data collection as a growing source of consumer insights, roughly two-thirds say they will not be using passive data two years from now. The finding comes from new research conducted by GfK and the Institute for International Research (IIR) among over 700 market research clients and suppliers. What is Passive Data Collection? Passive data collection is the gathering of consumer data through their behavior and interaction without actively