The use of real time data as an input for lighting control is an emerging element for designers to implement into lighting schemes but does it add any value or have the ability to influence human behaviour? The recent development in technological capabilities, the demand within the emerging experience economy and the hybridisation of digital and physical realms make this a current and relevant investigation. This study aims to understand the relationship between light and behaviour and the potential of real time data to enhance it by initiating and curating lighting effect in a physical space. In this context, the experience economy describes the business model of providing meaningful and memorable experiences to customers as a core feature of a product or service while real time data describes the harvesting of information as it happens. Through reviewing literature and interviewing professionals in the field of both light and data the results conclude that light does influence behaviour in the context of attention, movement and emotion. Analysis of case studies and technological enablers indicate in-space sensors to be a valuable source of data which can be used effectively to trigger light scenes that respond instantly, with relevance to occupants inhabiting the built environment. Trend reports and industry luminaries forecast strong predictions for the merging of physical and digital worlds as a means of providing memorable and meaningful experiences for retail consumers. It is recommended that lighting designers educate themselves in preparation for the inevitable growing demand for such experiences.