How people are really spending time on their phones and apps with Paul Neto

We had Paul Neto, the Co-founder and CMO of Measure Protocol on the show to discuss some of the really interesting things that Measure Protocol are doing in the market research and insights space, including some recent findings from their platform Retro, which recently picked up an MRS award.  Paul highlighted how most companies have big data gaps in their consumer data collection strategies, and gave some background as to why this has happened. Some of which included the inability to collect certain data due to things like privacy legislation, lockdown by big tech players like Google and Apple on access to consumer data, and general consumer skepticism on sharing data. Paul reminded us how some of the existing practices in traditional data collection methodologies such as VPNs, IDFAs, fingerprinting and browser cookies will soon be obsolete.  We also talked about how new approaches that provide access to new forms of behavioral data across once-inaccessible platforms in a low friction and cost-effective manner will rise in popularity. Paul shared the results of a recent report that rounds up some of this data that shows some surprising results on how people are spending time on their phones.  And lastly, we discussed what such findings mean for businesses and market research teams too.