UCL’s Terje Trasberg Correlates Huq’s Geo-data with SmartStreetSensor Data

How well does mobile geo-data reflect actual consumer footfall patterns and trends? As part of her doctoral thesis at University College London (UCL)’s Department of Geography, Terje Trasberg compares Huq’s geo-data with the LDCCDRC’s SmartStreetSensor data to examine how they correlate.

SmartStreetSensor measures footfall on a deterministic basis at certain sample locations across the UK and acts as a truth-point for the study.  Huq’s geo-data is derived from its panel of mobile apps, which is processed using a unique enrichment methodology that offers the most accurate view of real-world consumer actions available.

“We observed a significant positive correlation between Huq’s mobile geo-data and the SmartStreetSensor footfall data”

Having established a “significant positive correlation” between the two datasets, the report then goes on to demonstrate ways in which Huq’s geo-data can be used to provide rich, new insights in addition to those afforded by conventional sensor-based measurement practices. Read Terje’s write-up and results of the study on the CDRC website.

Report summary

  • Recent research conducted by Consumer Data Research Centre (CDRC) at UCL discussed the potentialities and limitations of footfall data and mobile geo-data in the context of retail location analysis.
  • Footfall data derived through SmartStreetSensor project is collected using a network of sensors. This data provides information about the volumes of pedestrian flows, but lacks the contextual insights on the origins of the population.
  • The geo-data provided by Huq Industries captures around 6% of the average footfall, but maintains a continuous list of locations visited by the users over long periods of time. This information can be used to study the demographics and consumer behaviours of the population.
  • The preliminary research summarised in this case study suggest linking the contextual information derived from geo-data to footfall counts in order to create a comprehensive understanding of the magnitudes and demographic profile of the pedestrian flows in the retail centres.

Read the full article on the CDRC website.