our data Products

Anonymized Mobility data delivers unique insights

IRL Consulting creates unique solutions for our clients, giving them a competitive advantage in their respective markets. Each of our products is designed to offer outcome-based insights based on client requirements. 

Apart from custom insights work, we offer multiple off the shelf products that in combination can answer common questions including :

  • Make better shopper purchasing predictions
  • Optimize store placement
  • Optimize Out of Home marketing
  • Evaluate marketshare
  • Understand basket share
  • Access a complete, previously unknown, view of the market at a store level.

Location Dynamic Data Products

dwell time

What is Dwell Time?

Average dwell time per observed visit to the store, reported in minutes.

What it does for you?

Provides an additional reference point to understand changes in-store performance, especially revenue and average basket sizes

footfall trend

What is Footfall Trend?

Trended daily/weekly/monthly footfall performance by store, or group brand. Reported as a ratio.

What it does for you?

Gives highly granular insight into market volume / potential changes. Use this insight to contextualise your own performance against market/competitors and predict seasonal trends.

Frequency of shop

What is Average Frequency?

Average visits to store per month. Reported monthly by brand/store.

What it does for you?

Understand whether changes in-store performance are being driven by a change in volume of unique customers or change in shopping occasion/frequency of a fixed unique customer base. ie are you reaching more customers or the same customers returning multiple times?


What is Cross-Shop?

Observed cross-shop by individual customers across multiple brands/stores. Reported as percentage cross-shop.

What it does for you?

Understand which stores you are actually competing against and where you need to focus to retain or grow your share of the customer wallet.

Average Distance

What is Average Distance?

The average distance between home location and store. Reported in meters.

What it does for you?

Improves client understanding of store catchment area from estimate to actual observed. Use this metric to optimise media placement/targeting and market potential modelling.

Footfall share

What is Footfall Share?

Share of total market footfall by brand. Reported as a percentage of total footfall.

What it does for you?

Provides insight into relative changes in market share. Use this metric to understand where the share of the market is coming from, or going to.

Static Data Products


Base demographic by sub-place for South Africa, enriched with seasonal movement.


Final consumption expenditure by category, sub-place for 750 categories and income category.


Geo-behavioural data aggregated at a 100m x 100m level. metrics are provided for three main lifestyle segments (total, affluent and mass) and three main temporal segments (anytime, daytime and night-time)


Aggregated number of businesses by category at suburb level.


Vehicle ownership detail at a suburb level.

we deliver insights