Behavioral data veteran joins as AI raises the value of real consumer signals

IRVINE, Calif., Oct. 16, 2026 /PRNewswire/ — MFour Data Research, provider of the largest, first-party mobile-app consumer panel in the U.S. and the only platform connecting surveys and behaviors for full journey intelligence from ChatGPT to checkout, today named Sean Miller Vice President, First-Party Data Engineering, reporting to Chief Technology Officer Aaron Wepler. Miller will lead engineering for all of MFour’s first-party data, which consumers share through transparent consent. That data includes purchases and receipts, app usage, web browsing, location and store visits, desktop activity and LLM conversations, all connected to each consumer’s own survey answers.

The appointment puts data at the center of MFour’s business. As AI models and synthetic audiences multiply, credible insight depends on real, permissioned human data. Miller’s mandate is to bring MFour’s entire engineering stack in-house, from data collection through the company’s own AI model. AI now makes that work possible in days, not months. The foundation won’t change: behavioral and survey data collected with transparent consent and combined on a single platform. Through its Fair Trade Data® model, MFour compensates members of its 13M+ opted-in panel for the data they share. This approach connects multiple behavior channels back to the same consumer, so brands and researchers can get a full picture of what consumers do across the entire journey and even survey them to understand why.

Miller brings more than 16 years of experience building behavioral data products and panels. He was most recently Senior Executive Vice President, Operations at Luth Research.

“The race to understand the consumer journey will be won with real human data behind synthetic models, not the fraudulent data too much of this industry turns a blind eye to,” said Chris St. Hilaire, Founder and CEO of MFour. “And consent can’t be buried in fine print. People should know exactly what they’re sharing and get paid for it. That’s transparent consent, and it’s the only ethical way to build this business. Validated, connected, and constantly calibrated data is the key to instant insights on demand. Sean has spent his career building exactly that kind of data.”

“Sean knows behavioral data from collection to client deliverable,” said Wepler. “He brings the discipline to grow our first-party data with quality we can measure, not just assert.”

“I’ve spent my career building behavioral data, and I’ve never seen a foundation like MFour’s: real people, real behavior and real survey answers, all collected with transparent consent and connected in one place,” said Miller. “My job is to give clients data they can trust the moment they see it and to make sure panelists always know exactly what they’re sharing.”

About MFour

MFour Data Research, founded in 2011, provides validated, opt-in consumer behavior and survey data powered by its Surveys On The Go® app and Fair Trade Data® model. The company’s 13M+ consumer panel generates nine deterministic data streams — ChatGPT conversations, location, app usage, web browsing, receipts, demographics, attitudes, survey responses and behavior-triggered surveys — all connected to a single identity.

Through MFour Studio™, organizations can access these behavioral and survey signals to understand consumer journeys and measure outcomes, with DANI™ (Data Analytics Navigation Instructor), MFour’s AI assistant, providing on-demand analysis across 4 billion monthly buyer signals. MFour is trusted by Samsung, Google, Amazon Ads, Microsoft, Hulu, Keurig Dr Pepper, Papa Johns and hundreds of other global brands.

Full Journey Intelligence. Know What to Do Next.

Learn more at MFour.com.

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SOURCE MFour Data Research