A simple concept underpins a groundbreaking new approach to market research and marketing technology. Irish-based company Sens has it emblazoned as a slogan on its website: “Behaviour is truth.”

The concept has led to a new category of technology start-ups in an environment crammed with the likes of fintech, healthtech, proptech and edtech. The terms all speak for themselves, but the new one, “behaviourtech”, takes some unpacking. That is a task readily taken on by Mike Abel, executive chair of the M&C Saatchi Group for South Africa and a member of the global executive of the worldwide group...

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