The panel was originally established in 2009 as Springboard America and has been relaunched as Unlock Surveys. The Springboard America community was formerly owned by Maru Group, which Stagwell acquired in 2022.

Stagwell aims to add 200,000 active members to the panel during 2024. The panel will operate internationally.

Stagwell Marketing Cloud, a set of software-as-a-service tools, will use data from the panel to bolster media targeting and inform consumer insights.

Mark Penn, chief executive and chairman at Stagwell, said the industry has seen research means consolidated, “leading to commoditisation, poor data quality and high participant turnover”.

Penn added: “From brand competition for customer satisfaction and loyalty, to understanding voters in the political arena, the demand for capturing the public’s opinion online is at an all-time high.”

Clients of Stagwell’s agencies will be able to access centralised data and conduct follow-up surveys, longitudinal studies and qualitative interviews.

Panel members can take part in surveys in exchange for compensation and other rewards.

Adam Dietrich, managing director, Unlock Surveys, said: “Under the current model, researchers and brands can spend tens of millions of dollars per year collecting online research from an increasingly unreliable pool of external suppliers. In exchange, the quality of that deliverable has declined dramatically over the past decade as fraud rates have increased, respondent engagement has dropped, and trust has diminished.”