By matching Research Now’s panel data to RDA Research’s segmentation data, Research Now will be able to provide new and expanded survey-based research insights.

RDA Research’s segmentation data includes geoTribes, which can target research participants on the basis of 15 ‘named’ audience segments – that use age, life-stage and socioeconomic status to reflect different elements of the population at a distinct life-cycle stage.

Darrin Keller, director of product management for SamplePlus™ Integrated Data Solutions at Research Now, said: “With the largest deeply-profiled global research panel available in the industry, Research Now has the necessary foundation for driving innovative solutions that use integrated data.”

“This strategic partnership with RDA Research exemplifies Research Now’s commitment toward providing optimised data-driven marketing globally.”