Disclaimer : Please note that we are not associated with the ICO nor are paid for preparing this review. This is our personal opinion and contributors are advised to do their due diligence before contributing to the ICO.

BehaviourExchange is a web-based market research platform that allows companies to understand in real-time what consumers think, experience, see and feel in order to design better products and services. The unique approach of BehaviourExchange is to establish a direct line between companies and consumers by targeting an addressable market of 2 billion people all around the world who have smartphones and are permanently online and accessible. This allows BehaviourExchange to gather opinions and feedback from them everywhere and at any time. BEX is the token of the BehaviourExchange ecosystem. With the BEX token and the blockchain-based BehaviourExchange-Platform, a marketplace can be created where companies can buy personal data directly from consumers without any middlemen.

We have analyzed the ICO based on the below parameters:

1. Necessity or problem statement (12%)

2. White paper (9%)

3. Product Status (10%)

4. Team (10%)

5. ICO Pricing (7%)

6. Business Model/Revenue Source (15%)

7. Token Value Increment Options (15%)

8. Social Media Presence/Hype (10%)

9. Competitors (12%)

Below is the score we have given for each parameter and overall rating of the ICO.

Please continue reading for detailed analysis. 

1. Necessity or Problem Statement (12%)

Companies worldwide desperately need to know their customers. They need fundamental human insights about consumers in order to design innovative products and services that fuel desire, which leads to sales. Companies also need precise personal data from and about consumers to perfectly target marketing and sales activities. Now companies face ever-growing demands for consumer data, as the world becomes more interconnected and new competitors emerge. This is why data brokerage became a 250 billion USD per year business. The data brokerage industry grew by 13.5% in the past 4 years and is expected to grow at the same rate during the next few years. 

Data brokers operate discreetly behind a veil of secrecy and a good number are evidently stealing personal data, packaging and reselling it as a commodity to companies worldwide. By doing so, data brokers are violating consumers’ data privacy and not even compensating consumers.

In a nutshell, the current system is opaque and uncontrollable, consumers’ privacy is violated, and companies are hardly getting enough quality data to meet their market research requirements.

BehaviourExchange aims to precisely address the above said concern. It aims to come up with a solution that would be fully transparent and secure, while providing an open marketplace that enables and ensures the following: 

• Consumers can control with whom they share specific personal data 
• Consumers get proper compensation for providing personal data 
• Personal data flows directly from consumers to companies with no middlemen

With the BEX token and the blockchain-based BehaviourExchange platform, the aim is to create a global decentralized marketplace where companies can buy personal data directly from the consumers without any middlemen. We give them 8 out of 10 on this aspect.

2. White paper (9%)

You can go through their whitepaper in the ‘Details’ tab.

The website comes in 5 different languages (English, German, Korean, Chinese and Russian). You can go through their whitepaper in the ‘Details’ tab. One of the most comprehensive whitepapers we have come across in the recent times, not because it has lot of details but the way it is written. The whitepaper has all the key information about the project including the Executive summary, the challenge and the solution, scope of blockchain, the market, their token details and its economics along with their roadmap. There is no detailing of their architecture (only basic details available) in the whitepaper and it is understandable that since it is an investment fund project, we can't expect them to fill the whitepaper with technical architecture and implementation details. People would like to know why they should choose BehaviourExchange over others and this is well articulated in the paper with the inclusion of “Competitive Landscape”.

We give them 8 out of 10 on this aspect.

3. Product Status (10%)

BehaviourExchange is already a working product, with real customers helping lots of Fortune 500 companies, thereby generating real revenue. It provides them a direct line to their consumers to understand their requirements and to design better products and services, respectively. The BehaviourExchange app is currently available in both App Store and Google Play.

They have already partnered with companies that have expertise in blockchain technology like Strategic Coin, Monaca Growth Forums, Blockchain Lab, BitGosu, VCN among others. 

We really like to see an ICO which has a working prototype unlike many others who raise money just based on their whitepaper. This goes a long way in showing the team's commitment towards the project. With their working product and their roadmaps being well defined, we give them 8 out of 10 for this.

4. Team (10%)

The core team consists of 11 members and looks strong. The Founder and CEO, Christian Lange and the Co-founder and CTO, Marlene Gagesch have proven record of entrepreneurship and managing international software teams.  This is evident from their respective profiles. You may refer this video.

https://www.youtube.com/watch?time_continue=1&v=81qO_KziGy4

Also to be noted is that unlike the teams of many ICOs we have seen, this team has a special focus on the software development as it has full-fledged development team with 9 professionals working on it, which is really good. We give 8 on 10 for bringing relevant people to the leadership team and for having a strong development team.

5. ICO Pricing (7%)

They are planning to mobilise $ 15M and as of now managed to mobile over $ 13M. With a hardcap of $15 Million, we feel their valuation is attractive at this point. Though overall it is highly attractively priced but a project of the given size, a valuation of around $20 M would have been perfect. We give them 8 out of 10 for the ICO pricing.

6. Business Model/Revenue Source (15%)

BEX Token provides utility for both the companies and the consumers. Companies need BEX tokens in order to purchase personal data from consumers respectively to send them the surveys. Consumers earn BEX tokens by selling their personal data and by participating in surveys. Owning BEX Tokens increases the likelihood for a consumer to receive a “personal data request” from a company earlier than other consumers that own less BEX Tokens. This gives consumers with more BEX Tokens on average a small time advantage to sell their data to companies.

By leveraging the blockchain technology, there is a great scope for BehaviourExchange with lot of potential in revenue generation. We give them 7 out of 10 for this aspect.

7. Token Value Increment Options (15%)

The BEX token ecosystem is the first Ethereum blockchain based marketplace for the secure and transparent buying and selling of consumer data. BehaviourExchange -Platform enables users to earn money by selling your data.  

Given the fact that the project has a working product (with real customers helping lots of Fortune 500 companies) and the team is going all out in terms of reaching their hard cap, we feel the demand for tokens on secondary market is going to be substantial. A lot will depend on the adoption of the BEX tokens by the existing businesses. It may take a bit of time initially but once users start using the framework, the value of tokens will keep rising with rising demand for the framework. So we give them 7 out of 10 in this aspect.

8. Social Media Presence/Hype (10%)

BehaviourExchange has developed an appealing website. Their evangelizing efforts in various social media platforms like Telegram, Facebook, Twitter, etc are all intensive and is gathering the intended mindshare among ICO enthusiasts. The footfall they have across forums is a testimonial of their traction.

• Facebook – 2000+ followers
• Telegram – 5000+ members
• Twitter – 5300+ followers
• YouTube – 2300+ subscribers
• Reddit – 1000+ readers

They have presence in Medium and in the bitcoin forum - BitcoinTalk as well. They have also come up with a “Did you Know” series in the social media handles, which is really interesting and educates the investors about BehaviourExchange. They are spending a lot of effort on marketing and that has given them huge attention. 

We give them 8.5 out of 10 in this aspect

9. Competitors (12%)

There are already a few players in the space like Acxiom, Corelogic, Datalogix, eBureau, idanalytics, npd, Comscore, Kantar among others, so it may not be that easy for BehaviourExchange to compete and make a mark in the initial days. However, the unique value proposition of BehaviourExchange is that it is already a working product, with real customers helping lots of Fortune 500 companies, thereby generating real revenue. So BehaviourExchange has the ability to provide a direct line to their consumers to understand their requirements and to design better products and services, respectively. This is a key edge BehaviourExchange has over its competitors. We give them 8 out of 10 in this aspect.

Based on our analysis, we give an overall score of 77.5 out of 100 to BehaviourExchange, which is “Good”.

We feel that BehaviourExchange has got it right with most of their key attributes. Given their working product and the capable team they have, we hope that they will be able to fend off their competition and capture the market share quickly.

We give it “Good” rating and a long term investment option with moderate risk.