Brands using TMIC’s platform will be able to use PackFlash insights to validate and optimise their packaging and ecommerce images for Chinese consumers.

The two companies agreed the partnership in April this year, with the integration now live on the TMIC platform.

TMIC combines big data analysis and sample surveys with Alibaba’s omnichannel consumer database to provide data intelligence on areas such as trending segments, categories and products.

Behaviorally’s PackFlash integration will allow users to validate pack designs with consumer surveys benchmarked by a database of behavioural consumer pack design metrics.

Nichole Gu (pictured), managing director of Asia-Pacific at Behaviorally, said: “We are very excited to join forces with Alibaba and Tmall, empowering brands in China with data and insights that are faster, more affordable and more effective through the power of technology.

“This partnership signifies a monumental leap forward, merging our behavioural expertise with the vast consumer reach of TMIC.”

Mu Xing, head of TMIC at Alibaba, added: “Partnering with Behaviorally further elevates our ability to provide brands with unparalleled insights to reach the Chinese consumer with innovative solutions and products.

“The integration of Behaviorally’s PackFlash product into our platform ensures that brands can effectively understand whether their packaging or ecommerce images resonate with the Chinese population, ultimately driving better consumer engagement and most importantly: sales.”