Boasting tens of thousands of members, iGoDirect manages YourSayPays, a platform that invites consumers to participate in surveys and competitions in return for gift cards. The company also runs Rewards Come True and True Rewards, working with brands to formulate cashback, loyalty and reward programmes to buoy sales targets and contribute to employee satisfaction.

The partnership will see Pureprofile’s software-as-a-service Audience Builder tool power the YourSayPays platform. It also allows iGoDirect to further develop its own research community and conduct bespoke research studies based on first-party consumer data. This will provide new avenues for business and revenue growth through the identification of market gaps and the development of products and services.

The alliance will also expand Pureprofile’s partner panel portfolio, which already features the likes of Flybuys and The Asianparent.

“We have seen a massive migration to online shopping over the last few years and our collaboration with iGoDirect will mean a bigger pool from which retailers will be able to draw insights at this crucial time,” said Young Ham, Pureprofile’s global head of innovation and partnerships.

IGoDirect chief executive Pat Dalton added: “We are delighted to be partnering with Pureprofile to provide our valued members with a more fruitful participation journey that additionally allows us to capture consumer insights. With supply chain issues expected to persist, there has never been a more important time for brands to be in tune with what their consumers are really focused on.”