The tool, dubbed SmartTracker, will be able to integrate third-party data such as segmentation, financial, life stage and automative, Research Now’s first-party profile data, advertising exposure data, and customer data such as sales and CRM. 

According to the company, SmartTracker will maintain data consistency from existing studies, while using supplemental data to drive new insights without changing existing research surveys.

Roddy Knowles, director of product and research methodology at Research Now, said: “By integrating additional data to these important longitudinal studies, our clients are able to better leverage existing tracker research as well as make new tracker surveys shorter and more focused.”