The panel, run by ResearchBods, will allow clients to ask opted-in respondents questions via a website or its app and will get feedback within hours. MyLondon will also run surveys, polls and diaries throughout the year.

The creation of this panel follows its recent award of the TfL bus shelter advertising contract and fits with its strategy to deliver insight on the urban audience.

There is also a location-based element so panellists can be asked questions specific to where they are at the time – JCDecaux can geo-fence an area and only respondents that fit specific demographics and are in the right location receive a certain survey.

ResearchBods’ add-on app ‘Kamino’ allows JCDecaux to get insight into opted-in respondents’ movements and their app and mobile web behaviour. The add-on app also prevents respondents bias by passively recording their movements.

MyLondon covers the central 33 London boroughs as well as ‘Greater Greater London’ which covers people who visit London to either work or shop but don’t necessarily live within the traditional boundaries.

Chris Felton, head of agency marketing at JCDecaux said: “We know that Londoners behave and think differently compared to the rest of the UK. MyLondon is a powerful targeted insight tool for brands and agencies to find out more about a hard-to-reach urban audience.”

MyLondon joins JCDecaux’s existing panels MyShop and MyCommute, part of its MyConnections suite of data solutions.