The aim of the initiative is to expand the current approach to how media and consumers are measured in Canada to include cross-media measurement.

The two firms will work together to develop an approach that includes cross-media analytics, while Vividata’s Survey of the Canadian Consumer will add insight on consumer behaviour and consumption habits.

Pat Pellegrini, president and chief executive of Vividata said: “The partnership will ensure that the Canadian media industry, marketers, and researchers gain the insights they need to make decisions that reflect today’s dynamic consumer and audience behaviour. Together with our partners we will ensure that Canada remains at the forefront of consumer research and intelligence.”

Gary Bennewies, president and chief executive of Ipsos Canada, said: “Working with Vividata, we will create a research approach that is more engaging while providing best-in-class media consumption information for the Canadian market.”