Persona Views data collection and reporting methodology.

Product Overview: Persona Views: Grocery

Persona Views trends are projected from more than 50 billion offline and digital data signals, sourced from more than 100,000 consumers and weighted to reflect the U.S. 18-54-year-old population.

All Persona Views data is sourced from MFour’s Surveys On The GoR consumer panel, an all-mobile panel that provides cash compensation to consumers in exchange for behavior and opinion data.

Methodology: Panel Sourcing

Behavioral and opinion data for all Persona Views offerings are sourced from MFour’s Surveys On The GoR mobile application.

  • The app is available on both iOS and Android operating systems in the U.S. market. The app maintains support for current operating system versions covering 95% of users.
  • Surveys On The Go® (SOTG) usage is available to anyone over the age of 16 residing in the 50 United States. MFour Studio is restricted to 18-54.
  • Since 2011, SOTG has earned hundreds of thousands of reviews from both platforms and maintained a 4.5 star rating among users.
  • Users are sourced from a combination of general advertising and organic traffic. Generally, more than 80% of accounts are sourced from organic traffic.
  • Users are offered cash incentives for survey participation and behavior data access. The number of incentives can vary widely based on estimated effort and market demand.
  • Behavioral data is collected on a double opt-in standard. In addition, users are reminded of ongoing data collection. Users may stop data collection at any time.
  • Surveys On The GoR fully complies with California CCPA Act and provides these rights to any U.S. user, regardless of home state.
  • Users are allowed to cash out at $10 balance. Users are available at any time to visualize incentive balances. Cashout options include gift cards and direct payments through Paypal.
  • User Accounts are routinely validated using digital fingerprinting, GPS, and response pattern behaviors to minimize fraud.
  • New Users are profiled through a series of surveys. Key dynamic demographics variables such as employment, Household Income, and marital status are routinely updated.
  • To build and maintain optimal census representation, panel curation systems focus on the retention of demographic and psychographic cohorts for the purpose of minimizing or eliminating weighting.

Methodology: Behavioral Data Collection and Reporting

Persona Views Behavioral data, including location, as well as app and website visitation signals, is collected after obtaining double-opt in informed consumer consent through the Surveys On The GoR mobile application.

Data is collected from both iOS and Android operating systems:


App & Web

Brick & Mortar



  1. Events are captured and transferred on a daily basis.
  2. Raw data signal patterns are evaluated and adjusted for accuracy and elimination of noise using statistical modeling and machine learning. For example, App and Web visitations of less than 5 seconds are excluded from the data set.
    1. App and Web visitation will be sessionized to industry-standard five minutes.
    2. Location visitations outside of expected location-specific time windows are excluded (e.g. greater than 10 hrs or less than 5 minutes to movie theatres).
    3. Locations are validated with machine learning.
    4. Panelists who request their data to be deleted are removed from the data set to comply with CCPA standards.
    5. Apps, Websites, and Locations that do not have at least three months’ worth of data are not included in the OmniTraffic Trends rankings.
  3. Location visitations determined to be consumer residences and places of work are removed from the data set.
  4. Behavioral data sets are refreshed every 24 hrs and weighted to U.S. Census at the state level to reflect key demographic segments including but not limited to gender, age, and ethnicity.
  5. The data set does not rely on cookies or any other internet tracking id.

Methodology: Behavioral Filters

Behavioral Filters allow users to Segment Persona Views based on observed Consumer Events. Events are collected and follow the same criteria as the MFour Behavioral Data Collection Methodology.

Events are categorized as Venue (physical location), App, or Website. Events are dynamically populated based on behaviors that have been observed within at least one percent of the US population.

Behavioral Filters have additional dimensions of Visit Frequency within a timeframe *week or month) to further specify the segment.

Behavioral Filters functionality is consistent across all Persona Views. Behavioral Filters selections will be applied to each view the user navigates to.

Methodology: Journeys

Journeys provide a View of what Consumers were doing Before, During, and After a selected “Primary Event” based on observed Behavioral Events collected using the MFour Behavioral Data Collection Methodology.

Behavioral Events included in this view were captured in the last full month and correspond to the month in the “Date Range”. Events that do not have at least one percent of US popular representation are not included in the result set.

By default, an example is displayed of which venues, Apps, and Websites were most visited by all consumers Before, During, and After the Primary Event.

Users can select personalized segments by changing Behavioral Filters, Demographics, or a combination of the two in the Global Filters. The Events in the charts will update once the user changes the Behavioral Filters and/or selects a new Primary Event from OmniTraffic Visits.

Methodology: Segments

Segments visualize a demographic breakdown that corresponds to Consumer behavior. By default, this view displays demographics weighted to the US Census at the National level without regard to a specific Behavior.

The demographic breakdown can be personalized by changing the Behavioral Filters. These filters will continue to use the MFour Behavioral Filter Methodology.

Most Popular States represents the breakdown of event visits by State and ranks them by most visited i.e. where most events were observed. Percentages are spread across all 50 states for total visitation.