data to understand reality
real people <> real answers <> real life <> real data
{ real life market research data }
Latest news, updated 21st November 2025:
One of Amplify MR’s large-scale behavioural economics studes, designed by world-renowned economist John List, plays a key role in Meta’s successful defence against the FTC in the U.S. antitrust case regarding the potential break-up of Meta.
The verdict — reported by Reuters (here: https://shorturl.at/JeQlV) – marks one of the most significant antitrust decisions in recent years. We delivered the full execution of the field experiment: recruitment, operational design, massive-sample data collection (over 50,000 participants) and behavioural measurement. The study was built to rigorously test real-world consumer choices at scale, forming part of Meta’s evidence base in the litigation.
Arno Hummerston, founder of Amplify MR, said:
“This project showcases how high-quality behavioural research can meaningfully inform decisions at the intersection of technology, competition, and public policy. I’m extremely proud of the whole team that supported this landmark case through rigorous and independent management & execution. Litigation grade research is not easy – it took something special to get this done.”
See the world as your customers, users and audience do. Turn real-world data into competitive advantage.
Amplify-MR turns everyday human experience into powerful market intelligence — capturing what real people see, hear, and do in real life, to unlock deeper behavioural, media, usage and brand insights. We do this through wearable technology, AI and extremely high quality, uncompromising design and data integrity.
In a world overflowing with data, true understanding comes from context and confidence. Business decisions require more than consumer opinions. They require behavioural truth.
{ real world data }
Wearable technology, surveys and AI:
At Amplify-MR, we go beyond surveys and screen-based measurement to capture real-world moments — the sights, sounds, and situations that shape decisions. We collect what consumers actually see, hear, and do in their natural environments — not just what they recall in surveys. This real-world behavioural data reveals the true drivers of purchase decisions, brand switching, product usage, media effectiveness, and user experience.
{ real moments }
Litigation grade quality:
We ensure these moments are only captured from validated and specific individuals, using multiple verification approaches that guarantee fraud-free, honest, accurate, and considered responses.
Our approach combines three critical elements:
- Litigation-Grade Design & Quality: Every study is created and executed by specialized experts. We ensure fraud-free data where every response is honest, accurate, and considered — delivering insights you can stake business decisions on.
- Ambient Behavioural Capture: Advanced wearable and digital technology records consumers’ actual exposure to brands, media, and purchase environments — from retail aisles to digital screens to in-real-life experiences — capturing the context that shapes choice.
- AI-Powered Analysis: We transform unstructured environmental & behavioural data into quantifiable business intelligence – consumption, media exposure, and brand experience that traditional research simply can’t reach.
