The companies are working together to launch an updated version of C+R’s shopper segmentation offer for consumer packaged goods and retail clients, which is now underpinned by Signoi’s AI technology.

Integrating the segmentation and Signoi’s AI software will create interactive personas based on consumer behavioural data.

Paul Metz, chief executive at C+R Research, said the deal represented ‘a significant advancement’ in how brands understand and interact with shoppers.

Andy Dexter, founder at Signoi (pictured), said: “We believe this new form of intelligent segmentation is the future of research – or at least, a big part of it.”