The service, ‘A(i)Live', will draw on behavioural and survey data from Dynata, and technology from consumer intelligence tool Powr of You.

The approach connects data using analytical clustering and distancing, and then applies machine learning and artificial intelligence algorithms to re-profile and re-shape the segments.

Hall & Partners formed a partnership with Dynata in 2020. Through the agreement, Dynata’s first-party data and analysis tools are accessible through Hall & Partners’ data visualisation platform.

Vanella Jackson, global chief executive at Hall & Partners, said: "'A(i)Live’ living segmentation helps brands adapt to shifting environments, needs, and motivations as and when they happen. It helps brands engage with audiences in personalised ways."

Michel Guidi, managing director, international, Dynata, said: "This is an extension of our connected data strategy, where we look to connect our own proprietary fully-permissioned first-party data set with second- and third-party sources."