Launch, Alliance and Advisor Appointment for Behavix

Behavioral data ecosystem company Behavix has announced a partnership with European panels firm horizoom; named former ESOMAR leader Joaquim Bretcha as a Strategic Advisor; and launched a new suite of 'highly enriched' data feeds across mobile and desktop, with key European markets included.

Launched nearly two years ago by former Verto Analytics execs Hannu Verkasalo and Surath Chatterji, Behavix offers proprietary technology allowing MR firms and app/web publishers to collect opt-in-based behavioral data from a wide range of consumer devices - this is then delivered back enriched to panel companies, providing deep behavioral profiles of their members. The firm also supplies panel-based data feed solutions for businesses to use in internal processes, data models, products and marketing initiatives.

New partner horizoom has implemented Behavix's measurement technology in the desktop and mobile environments of its panels, allowing users to combine survey data with compliant behavioral data. horizoom becomes a key partner of Behavix in Germany and Austria, helping power data feeds, research services, audience intelligence, and consumer insights related to online behavior and digital customer journeys. Behavix founder and CEO Verkasalo says his firm's new partner 'understands the future of panels just as we do.' He elaborates: 'The strongest panel companies will not remain mere providers of survey samples. They will become behavioral intelligence platforms, combining trusted respondent relationships with behavioral signals collected in compliance with data protection regulations. horizoom is a fantastic example of this new model in Continental Europe.'

Behavix' behavioral data can be used to enrich survey data, improve sample quality and profiling, enable behavior-driven surveys, and support new syndicated and custom data products for a range of user companies. 'By integrating Behavix technology,' states Jonathan Heinemann (pictured), horizoom Chief Commercial Officer, 'we can combine declarative survey data with real behavioral signals from participants. This opens up new opportunities for deeper audience understanding, more precise audience targeting, and entirely new research products for the German-speaking market - all while maintaining the highest data protection standards.'


Bretcha brings decades of experience in research technology, panel operations, industry governance, international business development, and professional association leadership, from ESOMAR, Netquest and other roles. He will now support Behavix in its collaboration with industry associations and standards bodies, its work with strategic users of behavioral data, and the ongoing expansion of its ecosystem. 'Joaquim understands both the heritage and the future of the insights industry,' says Verkasalo. 'For Behavix, his guidance will be invaluable as we work with industry associations, standardization bodies, strategic data users, and panel partners to define what responsible behavioral data collection and usage should look like in the next decade.'


The company's new suite of 'highly enriched' behavioral data feeds includes new and expanded datasets around e-commerce and m-commerce, streaming media usage, and digital advertising exposure across desktop, mobile, walled gardens, and key ad formats. The feeds are designed to help customers move beyond self-reported data into real-time, observed, privacy-safe behavioral intelligence. Customers can receive the anonymised data in analyst-ready formats or request more aggregated outputs, including trackers, AI chatbot integrations, dashboards, market-level metrics, and bespoke research datasets.

Coverage includes online shopping journeys across e-commerce and m-commerce environments - product browsing, search behavior, cart and checkout events, retailer and marketplace activity, product-level metadata, and category-level enrichment. Streaming media viewing data uses content tagged at the title level, enabling customers to understand real consumption patterns across services, genres, franchises, and competitive media environments. Verkasalo says the launch of the feeds is 'a major milestone' for the company, and continues: 'We are not simply delivering raw clickstream data. We are delivering analyst-ready behavioral intelligence: structured, enriched, privacy-safe, and available across mobile and desktop, including areas that have historically been extremely difficult to measure, such as walled gardens, in-app journeys, streaming content, and advertising exposure. This is what third-generation online measurement looks like.'

The company is on the web at www.behavix.io .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.