RPA already maintains its own panel of 400,000 members in China but Data100’s panel runs to 1.2m members. The agreement allows the companies to use each others’ panels and to share panel management know-how, while also implementing a “mutual quality assurance process”.

Shogo Nakazato, CEO of RPA, said: “Given China’s exponential growth, RPA recognises that providing a reliable online panel resource meeting the demands of both size and data quality is critically important to increase its level of service to the market.”