Marketers will now be able to integrate TGI segments into other Kantar client surveys in addition to running direct TGI data integrations with their own datasets.

The service is based on a statistical fusion methodology that combines Kantar’s Great Britain TGI consumer data with its Profiles panel. The move means rich media and consumer profiles are modelled across the Profiles panel population, which allows these attributes to be appended to data collected from other panellist profiling surveys.

Mark Inskip, chief executive of Kantar’s media division, UK and Ireland (pictured), said: “Through these new services, marketers benefit from a deep and consistent understanding of their target groups, including connections to clients’ own data. This helps them to better profile and target specific audiences, achieving a level of campaign planning and activation far beyond what has previously been possible.”