The move will mean that First Purchase clients can use its methodology with NIQ data to understand how each channels, packs, price points and promotions contribute to new buyer growth.

Established by former Kantar and TNS executive Barry Lemmon in 2017, First Purchase’s approach focuses on brands targeting ‘first purchases’ – the occasions when a brand gains a new buyer – rather than new buyers.

First Purchase Research analyses every purchase from the NIQ consumer panel and calculates how many times the shopper has bought the brand before. First purchases are the occasions when a brand gains a new buyer and are identified alongside occasional and more frequent purchases.

In a post announcing the NIQ news on LinkedIn, Barry Lemmon said: “This is an exciting development for First Purchase Research as we can now make our innovative approach to new buyer acquisition available to everyone.”

First Purchase Research is also working with Keith Sleight, formerly director of shopper insights at Unilever, and now founder of Spiro Market Research, to “help develop some of the opportunities” presented by the NIQ collaboration, according to a further LinkedIn post from Lemmon.