The product joins 120,000 integrated data points from more than 200,000 of YouGov’s most active UK panelists to show how every member interacts and engages with traditional and new media channels.

The information in the tool ranges from demographic and lifestyle data to consumer and brand information which can be analysed against consumers’ complete media consumption. The company said the methodology allows it to collect personal attributes in more niche areas such as their musical preferences and more abstract considerations such as personality type.

Stephan Shakespeare, YouGov global CEO, said: “The market research industry has had nothing new to say to the creative marketing industry since the invention of the focus group. With YouGov Profiles, we now have a giant range of in-depth, up-to-the-moment, connected data that is reliable for the practical decisions of media management and inspiring for fresh creative angles.

“It knows answers to questions that competing tools have not yet asked and gives brands crucial insights to better understand their customers and competitors. This is a revolutionary product and no other research company can boast the depth and richness of understanding of specific audiences.”