It combines Research Now’s consumer panellists with IRI’s purchase-based data assets and predictive models, giving consumer packaged goods marketers insights into consumer motivations, psychographics, lifestage and lifestyle characteristics, shopping behaviour and media habits.

Manufacturers and retailers can now identify and target consumers and shoppers based on their predicted purchase behaviour across more than 750 product categories and subcategories and almost 9,000 individual brands.

Robert I. Tomei, president of consumer & shopper marketing for IRI, said: “This is a significant industry innovation in the media and marketing research industry, and this expanded relationship with Research Now exemplifies IRI’s passion for big data, dedication to analytics and strategic commitment to evolving market research that unlocks new levels of insights that drive our clients’ growth.”