Measuring the Movement of People in Spaces Over Time: Unveiling the True Value of Data

Measuring human movement in spaces has become essential for businesses, event organisers, and urban planners in our increasingly interconnected world. Analysing how people interact with their surroundings can unlock valuable insights that drive decision-making and enhance experiences. 

But how do you get the most value from the data?

As the saying goes, “Repetition is the mother of learning”. The actual value lies not merely in measuring a snapshot in time but in embracing continuous assessment, understanding the challenges of limited data, and adopting an evolving measurement strategy.

Measuring a moment in time can provide intriguing insights and figures, but it’s crucial to recognise that understanding behaviour requires a more comprehensive approach. Taking action based on these initial measurements and then re-evaluating the results is where genuine value emerges. For example, if an event organiser measures foot traffic at a conference and identifies underutilised areas, they can optimise the space or adjust the event layout. By reassessing foot traffic after implementing changes, they can determine the effectiveness of their actions and make data-driven decisions for future events.

While gathering data from a single event or brand activation may seem practical, it can present limitations in decision-making. A sample size of 1 lacks the statistical significance needed to draw broader conclusions reliably. For instance, relying solely on the data from one live event to gauge attendee preferences may lead to misinformed assumptions. To overcome this challenge, businesses should aim for larger, diverse datasets over time to obtain a more precise and representative understanding of people’s behaviour in various contexts.

In the pursuit of effective measurement, standardisation plays a vital role. Organisations can compare data across different periods, events, or locations by establishing consistent metrics and methodologies. However, an exclusive focus on static measurements can prove detrimental. A good measurement strategy should evolve to accommodate changing behaviours, technological advancements, and societal shifts. Relying solely on isolated snapshots of data risks rendering the measurement strategy outdated and out of touch with current realities.

Embracing continuous assessment and measurement ensures organisations stay agile and responsive to the ever-changing dynamics of human behaviour in spaces.

For more information about how spatial analytics can help you make data-driven decisions for your organisation, contact us at

Techniques that work and those which don’t

In today’s data-driven world, understanding human behaviour is vital to success in various industries. Companies, researchers, and policymakers strive to gain valuable insights into consumer preferences, decision-making patterns, and overall behaviour.

One of the most significant advantages lies in the ability to collect real-time data, providing an accurate snapshot of behaviour as it occurs. Unlike surveys and sampling methods that rely on memory recall or subjective self-reporting, measuring spatial analytics in this way captures real-time data, eliminating potential biases and enhancing the accuracy of results. By collecting objective insights, organisations can make data-driven decisions based on actual behaviour rather than relying on perceptions or opinions.

It also enables the collection of granular data at a level of detail that was previously unimaginable. While traditional survey methods are often limited in their ability to capture the nuances and intricacies of behaviour due to the reliance on self-reporting, spatial analytics provides a contextual understanding of behaviour, allowing for more precise identification of trends.

Additionally, it offers the opportunity to integrate multiple data sources, enriching the understanding of behaviour. Researchers can identify factors influencing behaviour by combining behavioural data with demographic, environmental, and other relevant data sets. This integration enables more profound insights into spatial contexts, such as a store’s layout or a public space’s design. Organisations can use this insight to make informed decisions tailored to specific contexts and populations.

Conventional data collection methods require active participation from individuals, leading to potential biases and limited sample sizes. With the rise of anonymous collection technologies, behavioural data can be gathered without disrupting the natural flow of individuals’ actions. This unobtrusiveness leads to more accurate and unbiased data, as the data collection does not influence participants.

Spatial analytics also provides a solid foundation for predictive and prescriptive analytics, allowing organisations to anticipate future behaviour and optimise decision-making. Predictive models can be built to forecast future behaviour and guide strategic planning by analysing historical behavioural data, patterns, and trends over time. Moreover, this type of measurement can suggest optimal interventions or changes that influence behaviour positively, which is particularly valuable for urban planning, retail optimisation, event planning, and crowd management.

In a world where understanding human behaviour is crucial for success, collecting large sets of behavioural data offers a more detailed and robust approach than just traditional surveying and sampling methods. Integrating diverse data sources, employing unobtrusive data collection techniques, and doing so over time, empowers organisations to understand behaviour comprehensively. 

As we continue to advance in the era of data analytics, spatial analytics stands out as a powerful tool for unravelling complexities.

For more information about how spatial analytics can help you make data-driven decisions for your organisation, contact us at 

The Key Differences in Spatial Analytical Data Collection: Indoor Events vs. Outdoor Events

Spatial analytics has become an invaluable tool for event organisers seeking to understand visitor behaviour and improve event experiences. While the principles of data collection remain consistent, setting up spatial analytical data collection systems at indoor events, such as trade shows, and outdoor events, like festivals, present unique challenges and opportunities. This blog post will explore the key differences between these two settings, focusing on power requirements, sensor capabilities, and the ability to monitor visitor touchpoints.

Indoor venues typically provide mains power outlets, facilitating sensors that rely on continuous power supply. This allows for more sophisticated and resource-intensive data collection methods, such as high-resolution cameras or advanced tracking systems. Organisers can connect sensors directly to the mains power supply, ensuring uninterrupted operation throughout the event.

Outdoor events often lack access to reliable mains power sources, necessitating battery-powered sensors to collect spatial analytics data. Battery-powered sensors offer greater flexibility and mobility, as they can be strategically placed without power cables. However, they may have data transmission and processing capacity limitations due to power constraints.

Indoor and outdoor events differ in sensor capabilities. Indoor venues often offer fewer variables to make it easier to implement precise sensor technologies. Infrared sensors, Wi-Fi tracking, Bluetooth beacons, and Bluetooth beacons can monitor visitor movements in a confined space. This allows organisers to create a curated experience and monitor touchpoints, enabling real-time adjustments to optimise visitor flow and engagement.

On the other hand, outdoor events present unique challenges due to their open and expansive nature. Battery-powered sensors, such as GPS trackers, RFID tags, or low-power wireless networks, are often used in outdoor settings to gather data on visitor behaviour. These sensors can measure crowd density, traffic flow, and popular attractions. While the granularity of data may be lower compared to indoor events, the advantage lies in capturing visitor movements across a wider area, providing insights into popular areas, potential bottlenecks, and overall event flow.

The nature of indoor and outdoor events affects the ability to monitor visitor touchpoints throughout the event. In curated indoor settings, organisers have greater control over the visitor experience. They can implement spatial analytics techniques to monitor interactions at touchpoints such as booth visits, product demonstrations, and networking areas. This enables event organisers to assess the effectiveness of specific elements and make data-driven decisions, enhancing attendee satisfaction and engagement.

Conversely, outdoor events often offer a more fluid and unmonitored experience. Once visitors purchase tickets, they can navigate the festival grounds at their leisure. Spatial analytics techniques become essential for capturing visitor movements and interactions that would otherwise go untracked. By deploying sensors strategically across the event space, organisers can gain valuable insights into popular attractions, traffic patterns, and overall visitor behaviour. This information can be leveraged to optimise event layout, enhance crowd management, and improve the overall attendee experience.

Setting up spatial analytical data collection systems for indoor and outdoor events requires careful consideration of various factors. While indoor events offer the advantage of mains power supply and the ability to monitor curated visitor touchpoints, outdoor events demand the use of battery-powered sensors and present unique challenges in tracking visitor movements across expansive areas. By leveraging the appropriate sensor technologies and data collection methods, event organisers can gain valuable insights to optimise event experiences, improve crowd management, and make data-driven decisions.

Adding Value to Experiential Marketing with Spatial Analytics

In the fast-paced world of experiential marketing and brand activations, deploying spatial analytics can appear daunting. During the bustling season of back-to-back events, experiential agency teams find themselves fully immersed in delivering captivating activations with little time for anything amidst living out of hotels and constant travel; data collection often takes a backseat.

However, there is a solution that allows agencies to deploy a measurement system effortlessly, providing accurate and valuable insights. Meshh sensors offer a simple plug-and-play solution that can be easily activated by anyone familiar with turning on a mobile phone.

The demanding nature of managing event programmes leaves little room for complicated technical installations. However, with Meshh sensors, deploying anonymised wifi tracking becomes straightforward. Placing and turning the sensors on is easy, and agency personnel can quickly activate the sensors without the need for technical expertise or dedicated technicians. This plug-and-play approach allows agencies to seamlessly integrate data collection into their activations without adding unnecessary complexity.

Meshh sensors not only simplify deployment but also streamline the data collection process. By effortlessly capturing key metrics, such as visits, dwell times, and engagement levels, the sensors provide accurate insights into the performance of brand activations and promotions. Once the data is collected, Meshh analyses and presents the results to the agency. Meshh also provides a custom dashboard for clients to see the results building and final results in real time. Using a custom dashboard eliminates the need for extensive manual data analysis or interpretation.

Meshh sensors add significant value for clients and agencies. The data collected provides concrete evidence of an activation’s impact and effectiveness. Clients can gain insights into audience behaviour, engagement levels, and overall performance, enabling them to make informed decisions about future marketing strategies. For agencies, the ability to present accurate measurement results strengthens their credibility and enhances their ability to showcase the value of their activations to clients.

Even if the event season is already in full swing, there is always time to integrate spatial analytics into brand activations. By leveraging the plug-and-play nature of these sensors, agencies can effortlessly collect valuable data, empowering them to measure their activations’ impact accurately.
Don’t miss out on the opportunity to enhance your activations with effortless spatial analytics – to find out more, email Meshh at

Looking at the bigger picture with event data

Festival Insights published the article, “Looking at the bigger picture with event data”, by our CEO, Caroline McGuckian.

Traditionally UK and Europe-centric, Festival Insights has an increasingly international readership and provides in-depth coverage of festivals across the globe. It comprises the latest business news, thought leadership content, and comprehensive features and encompasses the entire spectrum of the festival circuit. So, we are especially pleased that they wanted to hear what Meshh had to say:

First published by Festival Insights on June 7, 2023 –

Enhancing Exhibition Success with Spatial Analytics: Unveiling Cohort Behaviour

Exhibitions serve as powerful platforms for businesses to showcase their products, connect with potential customers, and generate valuable leads. Understanding and analysing visitor behaviour is paramount to making the most of these opportunities. Using spatial analytics, with its passive and anonymous collection methodology, allows us to delve into the intricacies of cohort behaviour, segmenting exhibition visitors by their actions and preferences rather than traditional demographics. By measuring the common paths taken through an event and identifying the sequences of touch points during that journey, organisers can use the data to significantly enhance the success of their show and increase dwell time at their exhibitors’ stands.

By segmenting attendees into cohorts based on their behaviour, exhibition organisers can more effectively analyse their movements, preferences and interactions. This data can provide valuable insights to help tailor market strategies to deliver a more targeted and personalised experience for visitors. 

Imagine being able to show an exhibitor not just how many people passed their stand but also how many stopped and engaged. Spatial analytics can also provide insight into which part of that stand was most popular, and how much time the brand had with the visitor, making it a powerful tool for exhibitors.

By leveraging spatial analytics, exhibitors can strategically position their exhibition stands for maximum impact. Identifying high-traffic areas for specific cohorts, optimising floor layouts, and placing exhibition stands in proximity to content that targets a desired cohort can significantly enhance traffic at specific stands. Moreover, understanding cohort behaviour allows exhibitors to tailor their exhibition stand designs, interactive experiences, and promotional activities to engage specific customer segments effectively. Exhibitors can take advantage of increased dwell time at their stands to engage with visitors, build relationships, and generate leads. Ultimately, this strategic positioning and enhanced visitor engagement can result in a higher return on investment (ROI) for exhibitors. It is a win-win approach!

Measured over successive exhibitions, the data gathered helps identify bottlenecks,low traffic or low visitor engagement, allowing organisers to make necessary adjustments to maximise traffic flow through the show.

But this technique goes beyond simply measuring foot traffic and common paths; it also offers insights into the sequences of touch points visitors engage with. By examining the interactions between exhibition stands and analysing the order in which visitors visit different exhibits, organisers can gain a deeper understanding of visitor preferences and decision-making processes. This knowledge enables organisers to optimise floorplans layouts, feature areas, and content areas to align with the desired customer journey. Crafting a seamless and engaging visitor experience fosters longer dwell times, encourages deeper engagement, and increases the likelihood of conversions. These outcomes provide empirical data when the time comes to discuss exhibitors’ rebooking stands.

One advantage of this technology is that it is relatively easy to deploy, which means that it can be used on an entire show, a section of a show, a content area or even a specific exhibition stand. Wherever there is a need to have empirical, hard data from a large sample of visitors and without any surveyor bias – spatial analytics delivers reliable and dependable metrics.

The statistics speak for themselves; if you would like to see case studies on how spatial analytics has provided actionable results for event organisers and exhibition stand owners, we would be happy to share how this was done and the decisions enabled.

For more information about how spatial analytics can optimise your next exhibition, contact us at 

Live Events

We use sensors to deliver an incredibly fast, rich media, mobile experience available only to your event visitors.

With our technology, you can:

  • Deliver relevant content to attendees quickly and seamlessly, without the need for an existing Wi-Fi infrastructure or draining your visitors’ mobile data
  • Create and deliver content targeted to specific areas within your event space
  • Extend brand experiences onto visitors’ mobile devices, make your event more immersive, and hold people’s attention for longer

Want to know more about what Meshh can do for you and your event? Get in touch.


We enable you to combine a physical brand experience with the digital realm, creating more immersive and engaging activations.

Meshh lets you:

  • Keep people interested for longer, as you extend the brand experience onto their mobile device
  • Roll out temporary, pop-up activations without the hassle of installing a heavy Wi-Fi infrastructure
  • Deliver branded content, downloadable vouchers and other relevant information in seconds

Want to know more about what Meshh can do for your experiential activities? Get in touch

Fan zones

We collaborate with sports clubs, fan groups, and event organisers to enhance their fan zone experiences.

Our content delivery technology allows you to:

  • Create and distribute zonal content for specific areas within the fan zone space
  • Bring fans together in an even more immersive experience

Want to know more about how Meshh could improve your fan zone? Get in touch


We work with retailers to help them provide shoppers with exclusive digital media that enriches their shopping experience.

Our technology lets retailers:

  • Send shoppers content specific to the various spaces, zones, and displays located instore
  • Offer vouchers, sales information, and news on upcoming product launches direct to customers
  • Use digital shelves, videos, and catalogues to display extended product ranges, breaking beyond the confines of the physical store

Want to know more about what Meshh can do for your retail environment? Get in touch