The Immersive Marketing Insights (IMI) programme, which launches in September, will track current trends, projected behaviours and preferences, using an audience of more than 13 million consumers.

The programme will also draw upon 6,000 quantitative surveys and more than 400 in-depth qualitative interviews carried out across six annual research waves.

IMI is a syndicated programme, which the companies said would provide access to immersive research methodologies, ongoing strategic guidance and continuous market tracking. Additional category studies are available upon request.

Allen R. DeCotiis, chairman and chief executive at DigitalMynd, said the programme would help participants to “conduct ongoing strategy development, product development and targeting effectively and efficiently in a market flooded with disparate data from disparate methodologies”.

Greg Spagna, chief executive at Target Research Group, added: “Successful innovation isn’t about reacting to today’s trends. It’s about understanding where consumer behaviour is heading.”